The technological progress and new challenges alike make it necessary to apply to artificial intelligence in public relations. We observe noticeable changes in this sphere of action over the past ten years. With the incorporation of the terms and concepts such as big data, machine learning, personalized chatbots, and spatial intelligence into the corporate communication, we observe how rapidly they integrate into the public relations. The article examines the scope of application of artificial intelligence in public relations. Artificial intelligence tools are widely used in data analysis, projection, content creation, crisis management, multimedia product development, and communication with the target audience. In addition, the article explores new trends in public relations using social media platforms, examining the potential of artificial intelligence in studying user opinions in advertising and marketing activities. It presents reports from international research centers with further classifications based on various indicators. The paper also explores shortcomings and areas for improvement, along with extensive analysis on the advantages of artificial intelligence. In general, we conclude that there is no sober ground to believe that the artificial intelligence can fully replace the human consciousness, although it is able to simulate it.
artificial intelligence, public relations, strategic management, content creation, user experience