Optimal Usage of Artificial Intelligence in Public Relations in Odisha

Abstract: This research explores the transformative role of Artificial Intelligence (AI) in Public Relations (PR) within the regional context of Odisha, India. While global adoption of AI in communication is accelerating, Odisha presents a distinct case due to its linguistic diversity, cultural richness, and urban-rural digital divide. Through qualitative interviews with 25 PR professionals across sectors, this study identifies how AI tools are being utilized, what barriers exist, and how ethical, localized, and hybrid strategies can bridge the gap. Findings suggest that while AI enhances efficiency and strategic targeting, its effectiveness is limited by a lack of cultural sensitivity, Odia language integration, and infrastructure disparities. Recommendations include developing regional AI tools, training communicators in ethical AI use, and fostering public-private collaborations for inclusive digital communication.