ABSTRACT
The study examines the readiness of public relations professionals in Ghana to navigate the artificial intelligence (AI) revolution. It explores the perspectives of 20 PR professionals through in-depth interviews. The study examines A's current knowledge and understanding, practical applications in professional work, the associated benefits, risks, and challenges, and the ethical and legal implications. Key findings include a PR landscape characterized by cautious optimism, with professionals recognizing the potential of AI to transform their work and make them more efficient while also raising concerns about ethical issues and potential job losses; a focus on using AI for tactical functions more than strategic applications; the influence of cultural factors in the adoption of AI, and ethical considerations. The study identifies a gap in industry readiness and organizational AI policies and strongly advocates for the need for upskilling and comprehensive guidelines. The study concludes that while AI can potentially transform PR practice in Ghana, its integration requires careful consideration of cultural, ethical, and practical factors. The study discusses theoretical and practical implications.
