The Impact of Artificial Intelligence Usage on Public Relations Career Choices: A Study of Students' Perceptions Through Social Cognitive Career Theory

Artificial Intelligence (AI) is continuing to transform the communications industry, especially the field of public relations (PR). Understanding how PR students view and respond to this technological shift is becoming necessary to education and career choice. This study examined how Chinese PR students' perceptions of AI affect their career choices in PR through the lens of social cognitive career theory (SCCT). The study investigated the relationships between AI self-efficacy, outcome expectation of AI, interest in AI, AI contextual support and barrier, and PR career choice. Using an online questionnaire, the researcher collected data from 444 PR students at a Chinese university. SPSS was used to analyze the data, and reliability analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis were conducted to test the hypothesized relationships among the variables. The regression results indicated that AI self-efficacy, outcome expectation of AI, interest in AI, and AI contextual support positively influenced students' intention to pursue a career in PR. AI contextual barrier showed a significant negative impact on PR career choice. This study contributes to understanding how emerging technologies affect career decisions in PR education and has important implications for curriculum development and career guidance. It suggests that PR educators should focus on developing students' AI competencies while fostering their professional interests and that institutions should provide adequate support systems for AI learning. In addition, the findings provide valuable insights for PR programs that prepare students for an AI-enhanced industry.