NJOMACS

The use of artificial intelligence (AI) in public relations (PR) activities is fast revolutionising the communication and media environment. This research investigates the use and effect of AI-powered tools and practices among public relations practitioners at the Nigerian Institute of Transport Technology (NITT). To examine what are the current levels of adoption and perception of AI-powered PR tools and techniques among PR practitioners at the Nigerian Institute of Transport Technology (NITT) Zaria. The study emphasizes the significance of balancing AI capabilities with human judgement and creativity, recommending a strategic approach that integrates AI with existing PR practices at NITT. By addressing technical skill gaps, implementing clear ethical guidelines, and fostering a culture of continuous learning, NITT can effectively leverage AI to enhance its public relations efforts, ensuring that these tools are used responsibly and to their full potential. The study adopted the Technology Acceptance Model (TAM) as a theoretical framework. The qualitative study was employed for this study, specifically interviews. Purposive sampling was used to select 15 PR practitioners from the Nigerian Institute of Transport Technology (NITT). The findings show that AI-powered PR tools offer significant benefits for NITT, including improved efficiency, decision-making, and audience engagement. However, challenges such as data dependency, technical skills gaps, and job security concerns must be addressed to achieve broader adoption and success with AI in PR practices. The study recommended that to boost technical expertise among PR practitioners, NITT's management should organise frequent workshops and seminars on AI-powered PR tools. These workshops and seminars should go over the fundamentals of AI, the capabilities of relevant technologies, and actual implementations in daily PR duties.