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July 1, 2026Open Access

Artificial Intelligence as a Tool for Fact-Checking in Pr Communications: New Opportunities and Threats

Key Points

This thesis examines the use of artificial intelligence in fact-checking within public relations communications.
Systematic analysis of AI-based verification technologies
Evaluation of practical advantages in countering misinformation
Identification of risks in the application of AI in PR practice
AI-powered fact-checking offers transformative opportunities for public relations professionals
Application of AI introduces new challenges that need conscious addressing by communications specialists

Abstract

This thesis explores the role of artificial intelligence in fact-checking within public relations communications. The study systematically analyses AI-based verification technologies, examines their practical advantages in countering misinformation, and identifies the principal risks inherent in their application to professional PR practice. The author concludes that AI-powered fact-checking simultaneously opens transformative opportunities and introduces new challenges that communications specialists must consciously address.

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