The Role of AI in Facilitating Dialogic Communication: Insights From Kenyan PR Practitioners

John Maina Karanja Shanghai Jiao Tong University ; Fang Wu Shanghai Jiao Tong University

Abstract

The emergence of artificial intelligence (AI) technologies is significantly impacting public relations (PR) practices, especially in the area of organization-public dialogues. This study explores how Kenyan PR practitioners perceive AI’s influence on their ability to achieve mutuality and openness, which are core principles of effective communication. Through in-depth interviews, the findings reveal that AI is regarded as a valuable tool for transforming dialogues across both online and offline channels, indicating a paradigm shift in how practitioners facilitate communication. However, concerns surrounding AI-generated content, data security transparency, and the responsible application of AI technology also arose, potentially affecting trust between organizations and their publics. The implications of these findings are discussed.

Journal
Business and Professional Communication Quarterly
Published
2025-08-05
DOI
10.1177/23294906251352779
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