Application of Artificial Intelligence Technologies in Digital PR

The purpose of the study was to identify and analyse the factors influencing the successful implementation of artificial intelligence (AI) technologies in digital public relations (PR). This study examined the experience and practices used in the United States of America, and their application in Kazakhstan. Key results include an exploration of the theoretical underpinnings and current trends in the use of AI in PR, including areas such as media monitoring and data analysis, content creation, task automation, advertisement targeting, and measurement of results. Special attention was paid to the factors contributing to the successful integration of AI, such as the technological base, financial and material resources, qualified specialists, ethical and legal issues, awareness of AI capabilities, strategic implementation planning, data processing and management, and corporate culture and adaptation. A comparative analysis of the implementation of AI technologies in Kazakhstan and the United States showed differences and similarities in approaches and conditions. The study examined practical examples of successful AI applications, including the experience of International Business Machines, Edelman, Microsoft, and examples from the activities of Weber Shandwick (USA) and Kaspi Bank (Kazakhstan). These cases demonstrate the achievements and advantages of integrating AI technologies in the field of PR. The conclusions emphasise the need to improve digital literacy, increase investments in technology and active international cooperation for the successful implementation of AI in digital PR in Kazakhstan.