Public Relations and the Use of Artificial Intelligence in Modern Management: An Applied Study on Employees of Some Institutions in the United Arab Emirates

This study aims to examine the concept of digital public relations and its relationship with artificial intelligence and to highlight the importance of using AI for the future of public relations and corporate communication management. The study also emphasizes the significance of digital distinction in public relations for both government and private institutions in the United Arab Emirates and aims to explore the factors that led to the emergence of digital public relations. Additionally, the study aims to present the major challenges facing digital public relations in practice, in order to clarify the mechanisms of digital transformation and its technological techniques that may be unfamiliar to non-specialists or some decision-makers in institutions, hindering their ability to keep up with the new competitive technology and its new fields such as artificial intelligence.