Using Artificial Intelligence in Public Relations Media Design: Implications for Corporate Reputation

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This study examined the use of artificial intelligence in public relations media design and its implications for corporate reputation amid digital transformations in Arab government institutions. It aimed to assess practitioners’ knowledge, patterns of AI use in visual content production, and perceptions of its contribution to content quality, audience engagement, and trust, alongside professional and ethical challenges. Guided by the Technology Acceptance Model and Media Richness Theory, the study employed a sample survey using a questionnaire administered to public relations, corporate communication, and graphic design practitioners in government institutions in the United Arab Emirates, Egypt, and Sudan. Of 300 distributed questionnaires, 231 valid responses were obtained. Findings revealed that 55% of respondents possessed moderate knowledge of AI tools, while 58.9% occasionally used AI-generated visuals. Furthermore, 48.1% perceived a noticeable improvement in audience engage-ment, and 68% reported improvements in content quality. Respondents also expressed positive perceptions of AI’s contribution to corporate reputation and public trust, while emphasizing the need for professional safeguards ensuring accuracy and privacy. The study recommended establishing clear strategies for responsible AI adoption, training personnel, strengthening data protection, investing in advanced tools, and continuously assessing audience engagement. These measures could improve communication campaign effectiveness while balancing tech-nological innovation with credibility and ethical responsibility. The findings provide evidence to inform institution-al decision-making concerning digital transformation across contemporary public relations communication practices.