Attitudes of Public Relations Practitioners Toward the Use of AI Tools in Crisis Management and the Automation of Communication Processes in Saudi Banks.

Abstract

study aimed to explore the attitudes of public relations practitioners in Saudi banks toward the use of artificial intelligence tools in crisis management and the automation of communication processes. It sought to measure their level of awareness, identify areas of application, highlight the main challenges, and assess the readiness of banks to adopt these tools within their strategies. The study employed a descriptive-analytical method using a sample survey, where data was collected through a questionnaire distributed to (62) employees working in public relations departments in several Saudi banks. The findings revealed that practitioners’ awareness of AI technologies was at a moderate level, mostly limited to general knowledge and following the news, while practical familiarity with specialized tools and participation in training was relatively low. It was also found that usage was mostly restricted to drafting press releases, monitoring digital reputation, and providing customer service through chatbots, whereas the adoption of analytical and predictive tools was limited. The results further indicated that the main challenges were ethical concerns, loss of control over AI-generated messages, and a shortage of technical expertise. The most common crises faced by Saudi banks were identified as cybersecurity crises, loss of customer trust, and financial crises. The study concluded that the readiness of banks to adopt AI in crisis management remains moderate. Enhancing this readiness requires the development of clear governance frameworks, investment in training, and greater integration between public relations and technical departments, which would contribute to improving crisis response efficiency and strengthening institutional trust.

Keywords: Artificial intelligence tools, crisis management, automation of communication processes.