ARTIFICIAL INTELLIGENCE AND PUBLIC RELATIONS IN THE POST-TRUTH ERA: ALGORITHMIC PERSUASION, ETHICS, AND PROFESSIONAL TRANSFORMATION
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https://doi.org/10.5281/zenodo.18807028%20%20Abstract
In the post-truth era, the discipline of public relations has been undergoing a profound transformation driven not only by digitalization but also by the growing influence of artificial intelligence (AI)–based algorithmic systems. Automated content generation, data-driven targeting, sentiment analysis, and mechanisms of algorithmic visibility have fundamentally restructured persuasion processes within public relations practices. This study examines the relationship between artificial intelligence and public relations within the context of post-truth from a theoretical and critical perspective, and discusses the ethical, epistemological, and professional implications of algorithmic persuasion practices. The article argues that artificial intelligence in public relations is no longer merely a technical tool that enhances efficiency, but has increasingly become a structural actor that generates new risks and responsibilities with regard to truth, trust, and public accountability.
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