Artificial Intelligence and Disinformation in Public Relations: Challenges and Countermeasures

The rapid development of artificial intelligence (AI) has increased the threat of disinformation and deepfakes, significantly affecting public trust, political stability, and media credibility. Despite growing academic interest in AI’s benefits, a research gap remains in analyzing its manipulative potential in modern public relations. This study examines how AI-generated content contributes to the spread of fake news and deepfakes and evaluates the effectiveness of existing legal, technological, and educational countermeasures. It also aims to examine the extent to which AI-generated content impacts public trust, political discourse, and media credibility. The research questions include: How does AI contribute to disinformation in PR? What legal and technical solutions exist across different countries? The analysis reveals that AI is intensifying information manipulation, while detection tools and regulations remain fragmented. A multi-level approach combining legal frameworks, education, and international cooperation is essential to address AI-driven disinformation effectively and protect public communication.