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Artificial Intelligence (AI) has become a prominence issue that will challenge the public relations industry in the era of the fourth industrial revolution or commonly called as the industry 4.0. AI is predicted to change the landscape of the public relations sphere because there is some concern that AI will take over the job of the public relations practitioners. This article discusses what public relations practitioners think about it. Study shows that although PR practitioners believe that AI could do some PR tasks at the low level, they have tendency to be sceptical about AI capabilities to accomplished a more complex of PR tasks that require certain types of intelligence.

Artificial Intelligence Disruption on Public Relations Practice: What do Practitioners Think About it