This study examines the adoption of artificial intelligence (AI) in public relations within the UAE’s government communication sector, using the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) as complementary frameworks. Semi-structured interviews with communication professionals reveal that AI tools, such as sentiment analysis, predictive analytics, and chatbots, enhance strategic planning, stakeholder engagement, and operational efficiency. Adoption is shaped by perceived usefulness and ease of use (TAM), as well as subjective norms and perceived behavioral control (TRA). Multi-level leadership, from top-down policy support to mid-level implementation, is critical. However, concerns persist around data privacy, algorithmic bias, and limited regulatory oversight. The study highlights the need for ethical governance, capacity-building, and cross-sector collaboration. By situating these findings within the UAE’s socio-political context, the research contributes to broader debates on ethical and effective AI integration in public relations and affirms the analytical value of TRA and TAM.
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