Abstract
This dissertation critically explores the strategic and responsible integration of Artificial Intelligence (AI) into public relations (PR) and strategic communication practices in the South African context, with a particular emphasis on agencies based in Johannesburg. As AI technologies increasingly reshape the communication landscape, PR agencies are under pressure to adapt their strategies to remain relevant, efficient, and ethically grounded.
The study investigates how AI tools—such as natural language processing, chatbots, predictive analytics, automated content generation, and social media monitoring—are being utilised to transform strategic communication. These innovations promise to enhance productivity, audience engagement, and campaign precision. However, they also raise concerns around ethics, privacy, misinformation, professional disempowerment, and the digital divide.
Guided by a multi-theoretical framework—including the Resource-Based View (RBV), Technology Acceptance Model (TAM), Uses and Gratification Theory (UGT), and Disruptive Innovation Theory—this research adopts a qualitative research design. In- depth interviews were conducted with key PR practitioners and communication specialists to gain insight into the cultural, organisational, and ethical dimensions of AI adoption. Data were collected using TurboScribe and Descript, then thematically analysed using ATLAS.ti.
Findings indicate that while PR professionals recognise AI’s potential to optimise workflows, personalise content, and provide real-time analytics, there is a pressing need for ethical AI guidelines, transparent practices, professional upskilling, and inclusive digital transformation policies. Moreover, the study reveals disparities in AI readiness among agencies based on size, access to resources, and leadership mindsets.
The dissertation concludes with practical recommendations for strategic, ethical, and context-sensitive AI implementation in South African PR environments. These include developing AI training programmes, fostering interdisciplinary collaboration, and aligning AI tools with local socio-cultural dynamics. This study contributes to the academic discourse on AI and digital transformation in communications and offers actionable strategies for communication professionals navigating this evolving terrain.