Adoption of Artificial Intelligence Techniques by Public Relations Practitioners in Saudi Institutions to Enhance Communication with the Public: A Study Conducted Using the Framework of the Unified Theory of Acceptance and Use of Technology (UTAUT)

Abstract

Using the framework of the Unified Theory of Acceptance and Use of Technology (UTAUT), the current study sought to determine the extent to which public relations professionals at Saudi institutions were utilising artificial intelligence tools to enhance public communication. The study falls under the category of descriptive studies, and as part of its framework, the researcher employed a survey approach, using the questionnaire as a tool to collect the required data. A random sample of 450 public relations practitioners from Saudi organizations spread across the five regions of Jizan, Riyadh, Asir, Jeddah and Taif – 90 per region– were subjected to the investigation. One of the study’s most important findings was that there is a positive and statistically significant correlation between the respondents’ use of AI tools and how they employ such techniques within the framework