The Fourth Industrial Revolution: Artificial Intelligence and Its Implications for Public Relations Practice in Africa

Abstract

This chapter explores the implications of the Fourth Industrial Revolution (4IR) powered by Artificial Intelligence (AI) on public relations practice in Africa. In the past two decades, technological evolution has transformed the business world and society, and the public relations profession is no exception. The adoption of new digital communication tools offers public relations practitioners an unprecedented opportunity to reinvent themselves in order to strengthen relationships, build customer satisfaction, effectively monitor the environment, and improve communication. Using data from a rigorous review of academic publications, online articles, agency, and professional sites on the adoption of AI in PR globally, the chapter explores a relatively new topic that has received little or no scholarly attention in Africa. It hopes to close the knowledge gap that exists and launch a scholarly and professional dialogue about AI’s potential uses and impact on public relations practice in Africa. The chapter offers suggestions for practitioners on the continent on how they can take advantage of and utilize AI tools to benefit their organizations and the continent as a whole.