A integração da inteligência artificial generativa nas práticas e relações públicas: uma revisão sistemática da literatura.

Abstract

The integration of generative artificial intelligence in Public Relations practices is an emerging and poorly understood phenomenon in both academic and professional realms, despite sparking controversial positions regarding technology adoption, ensuing challenges, and coping strategies. To comprehend current evidence surrounding this phenomenon, this article examines how the integration of generative artificial intelligence in Public Relations practices is portrayed in recent scientific literature. To achieve this, we opted for a systematic literature review method across Scopus, Web of Science, and Scielo databases. It was observed that the adoption of generative artificial intelligence in Public Relations practices occurs in crisis prediction, report generation, data analysis, chatbots, and institutional campaigns. Some studies indicate that professionals face challenges in adaptation, understanding technology concepts and impacts, such as biases, algorithmic biases, misinformation, superficial relationships with audiences, transparency, and job loss. Studies suggest that in face of these challenges, Public Relations professionals should adopt a critical and humanized perspective to comply with ethical and social responsibilities. Furthermore, they suggest the use of risk and opportunity analyses, and definition of economic, social, and political scenarios. It is concluded that existing literature is still in its infancy and lacks deeper insights into practices affected by generative artificial intelligence, as well as studies addressing necessary regulations for developing strategies and boundaries allowing civilized integration.