The integration of artificial intelligence in public relations practice in the UAE: Analyzing opportunities and challenges through the AMO theory framework

The integration of artificial intelligence (AI) into public relations (PR) is transforming traditional communication strategies by enhancing content creation, audience engagement, and data-informed decision-making. Despite its potential, AI adoption in PR remains uneven, with varying levels of awareness, readiness, and implementation across organizations. This study examines AI adoption in the UAE’s PR sector, exploring practitioners’ abilities, motivations, opportunities, and concerns related to ethics and regulation. Guided by the Ability, Motivation, and Opportunity (AMO) framework, the research draws on semi-structured interviews with PR directors and experts from public and private institutions. Thematic analysis, conducted using NVivo software, reveals both the perceived benefits of AI and the structural and cultural challenges surrounding its implementation. A critical challenge identified is the lack of culturally and linguistically localized AI tools, particularly in the UAE and broader Arab region, leading to reliance on foreign technologies that may not align with regional values. This, along with cultural resistance rooted in a preference for personal interaction, continues to limit AI’s widespread integration. Findings further indicate that ethical concerns, regulatory ambiguities, and limited internal capabilities constrain broader adoption. Participants emphasized the need for human oversight, effective governance, and continuous professional development to support responsible and context-sensitive AI deployment in PR. The study concludes that a balanced strategy—merging innovation with ethical and regulatory safeguards—is necessary to unlock AI’s full potential in the field.