The Role of AI in Facilitating Dialogic Communication: Insights From Kenyan PR Practitioners

The emergence of artificial intelligence (AI) technologies is significantly impacting public relations (PR) practices, especially in the area of organization-public dialogues. This study explores how Kenyan PR practitioners perceive AI’s influence on their ability to achieve mutuality and openness, which are core principles of effective communication. Through in-depth interviews, the findings reveal that AI is regarded as a valuable tool for transforming dialogues across both online and offline channels, indicating a paradigm shift in how practitioners facilitate communication. However, concerns surrounding AI-generated content, data security transparency, and the responsible application of AI technology also arose, potentially affecting trust between organizations and their publics. The implications of these findings are discussed.