Research Aim:  The future belongs to artificial intelligence. Artificial intelligence refers to technology that can imitate human cognitive abilities and thus perform tasks that are ascribed to humans. Since artificial intelligence is going to take over, in fact, it already has, it will change the operation for public relations. The responses and communication generated by public relations professionals will be generated by bots geared with artificial intelligence.
The target of the research will be identifying how and in what capacity artificial intelligence will modify the practice of public relations.