ARTIFICIAL INTELLIGENCE AND PUBLIC RELATIONS PRACTICE IN AKWA IBOM STATE

Artificial Intelligence is steadily reshaping Public Relations practice worldwide, yet little is known about howprofessionals in Akwa Ibom State use these tools and for what gain. This led the researchers to investigate the extentof use, identify the Artificial Intelligence tools adopted, examine the purposes for which Artificial Intelligence isutilised, and assess the gratifications derived from its use. Anchored on the Uses and Gratifications Theory and theDiffusion of Innovations Theory, a cross-sectional survey design was adopted, with data drawn from all 237respondents out of the 239 registered members of the Nigerian Institute of Public Relations, Akwa Ibom State Chapter.Data were collected using a structured, expert-validated questionnaire (Cronbach's Alpha = 0.84) and analysed usingfrequencies, percentages, and weighted mean scores. Findings showed that professionals largely use ArtificialIntelligence (WMS = 3.00), with ChatGPT, Grammarly, social media listening platforms, Google Analytics, chatbots,and Canva emerging as the most widely adopted tools. Artificial Intelligence use was concentrated in contentdevelopment functions, while its application to research, analytics, and digital media management remainedcomparatively low. Professionals derived considerable gratifications from Artificial Intelligence, including improvedefficiency, enhanced quality, time savings, creativity, better sentiment monitoring, and competitive advantage, andthe study found a strong positive relationship (r = 0.960) between the extent of AI use and the gratifications derived.The researchers conclude that AI has become embedded in the everyday practice of public relations in Akwa IbomState. However, its analytical and strategic potential remains largely untapped, and recommend structured integrationstrategies backed by continuous capacity building.