Pregledni rad
https://doi.org/10.47960/2712-0457.2026.S2.8.161
ARTIFICIAL INTELLIGENCE IN PUBLIC RELATIONS: CHALLENGES AND PROSPECTS OF PR 4.0
Tomislav Volarić
; Sveučilište u Mostaru, Mostar, Bosna i Hercegovina
*
Maja Marić
; Sveučilište u Mostaru, Mostar, Bosna i Hercegovina
* Dopisni autor.
Sažetak
The rapid diffusion of generative artificial intelligence, large language models, and algorithmically mediated platforms is transforming how organizations collect data, make decisions, create content, and build relationships with publics. This paper offers a theoretical account of this transformation within the framework of PR 4.0, in which public relations is understood as the strategic management of meaning in a complex communication environment, extending beyond message production and distribution. The paper develops a conceptual framework through a theory-informed synthesis of selected literature on artificial intelligence, public relations, algorithmic mediation, and responsible AI governance. The reviewed literature identifies opportunities to enhance organizations’ analytical and content-production capabilities, alongside interpretive and ethical risks, including inaccuracies and hallucinations, algorithmic bias, opaque personalization, deepfake content, loss of context, the homogenization of discourse, and unclear accountability. Drawing on this synthesis, the paper proposes the Responsible Artificial Intelligence Application Model in PR 4.0 (RAIA-PR 4.0) as a conceptual process framework comprising six interconnected stages: defining the communication problem, assessing data and risks, hybrid meaning construction, human and expert validation, transparent distribution, and monitoring interpretive effects. The model is grounded in the principles of human accountability, traceability, proportionality, privacy protection, interpretive plurality, and the public interest. The paper’s intended contribution is an integrative account linking AI-related capabilities and risks with meaning management in public relations. It discusses the implications of this connection for communication professionals’ interpretive, supervisory, ethical, and advisory responsibilities. The proposed model and propositions have not been empirically tested and are intended to guide subsequent research and organizational evaluation.
Ključne riječi
artificial intelligence; PR 4.0; large language models; meaning management; interpretive stability
Hrčak ID:
353044
URI
Datum izdavanja:
1.11.2026.
Posjeta: 0 *