NJOMACS

This study investigates the integration of Artificial Intelligence (AI) into Public Relations (PR) practice in Nigeria, focusing on the challenges and prospects. Al has transformed PR globally by improving communication strategies, yet Nigeria faces barriers that hinder its full adoption. The research aims to assess the level of awareness of AI among Nigerian PR practitioners, identify the main obstacles to its integration, and explore the potential benefits and ethical concerns associated with Al deployment. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), the study applied a mixed-method approach, analysing both quantitative and qualitative data to provide insights into how AI can transform PR in Nigeria. Findings reveal that while majority of PR practitioners are aware of AI not many have adopted Al tools in their daily work. Major challenges identified include, inadequate technical expertise, infrastructure deficits, ethical issues like data privacy, job displacement and the loss of human touch in communication. To overcome these obstacles, the study recommends investing in AI training for PR professionals, improving digital infrastructure, creating ethical guidelines and fostering collaboration between PR firms and AI experts.