The Employment of Public Relations Practitioners of Artificial Intelligence Technologies in Enhancing Job Performance: A Field Study on a Sample of Employees in Government Institutions
摘要
This research examines the use of artificial intelligence (AI) technologies by public relations practitioners in government institutions in Jordan for enhancing efficiency and communication effectiveness. The studies have the objective to evaluate the state of AI adoption, the most popular tools in use, the perceived benefits and pain points, and the readiness at the institutional level for broader AI penetration. A quantitative research approach that involved the use of a structured questionnaire was administered to 160 respondents from five categories of government institutions. The data was statistically analyzed in terms of descriptive and inferential statistics such as ANOVA, Pearson Correlation, and Multiple regression. The study presented the AI Readiness Score (AIRS) model, a multi-dimensional index as the combination of organizational, technological and behavioral factors that affect AI adoption. Results show that the core AI tools, like chatbots and predictive analytics, are widely adopted, however, more advanced tools such as generative AI are still not popular. Readiness levels differ significantly by institution: ministries have a higher level than departments of tourism and transport. Furthermore, there was a generational gap, as younger clinicians expressed more enthusiasm for, and a willingness to adapt to a telemedicine platform, while older professionals were concerned regarding job security and insufficient training. The main findings suggest that the use of AI in the public sector is driven by structural support, staff training and trust in technology. These results have implications for policy makers looking to update public communication strategies and for digital transformation considerations.