This paper examines the evolving role of Artificial Intelligence (AI) in Public Relations (PR), analyzing its applications and impact, with a specific focus on the Lebanese context through relevant case studies. While AI offers tools for content creation, media monitoring, and communication, it also presents challenges like ethical concerns and data bias. The analysis of AI's capabilities and limitations reveals that human expertise remains crucial in Lebanese PR. Though AI assists in tasks like data analysis and content generation, it cannot replace the nuanced judgment, cultural understanding, and relationship-building skills essential for effective PR strategy. This study explores how PR strategies are shaped by the country’s unique socio-political landscape, media environment, and cultural dynamics. Through real-world case analyses, the study highlights the role of human expertise in crisis communication, stakeholder engagement, and reputation management, demonstrating the limitations of AI-driven approaches in complex PR scenarios. The findings reveal that while AI provides valuable analytical tools, successful PR strategies in Lebanon rely heavily on traditional media, influential opinion leaders, and culturally tailored communication tactics. This research underscores the necessity of context-specific PR approaches that align with societal norms and audience expectations, emphasizing the irreplaceable role of human judgment in navigating crisis situations.
DR. MARIE BONARD (Sat,) studied this question.