The integration of generative Artificial Intelligence in Public Relations practices: a systematic review

The integration of Generative Artificial Intelligence (IAG) into Public Relations practices is an emerging and still poorly understood topic in both academic and professional fields, although it has sparked controversial positions related to the adoption of this technology and its challenges. This innovation reflects the advances of the contemporary market, which demands greater efficiency, creativity, and competitiveness in communication actions. At the same time, the adoption of IAG raises relevant debates, especially due to the ethical and social challenges involved. The use of IAG in the context of Public Relations represents a significant reconfiguration of traditional practices, requiring a revision of established methodologies that have historically relied on manual processes and direct human interactions. The technology offers the possibility of personalizing and automating content creation, which can increase efficiency and improve message targeting. However, this requires professionals in the field to understand the capabilities and limitations of IAG to avoid creating content that may be misinterpreted or lose connection with audiences. To contribute to advancing this discussion, this article aims to understand how the integration of IAG in Public Relations practices is presented in recent scientific literature. The study is based on the systematic literature review method in the Scopus, Web of Science, and Scielo databases. It was found that the adoption of IAG contributes to activities such as crisis forecasting, report creation, data analysis, and institutional campaigns, but also imposes challenges related to misinformation, privacy, digital literacy, algorithmic biases, prejudice, superficial relationships, and employability. Additionally, significant impacts on the job market are observed, including the potential reduction of job positions and the need for the requalification of professionals in the field. Given these challenges, it becomes essential for professionals to employ rigorous analyses to assess risks, opportunities, and scenarios, while adopting a critical and humanized approach that respects ethical principles and social responsibility. This is especially important because technologies do not operate neutrally and can amplify existing inequalities and prejudices. In this context, the continuous training of PR professionals, with an emphasis on new technologies and data ethics, becomes fundamental for them to adequately address the challenges posed by IAG. Another crucial aspect identified is that, although the existing literature provides important foundations for the discussion, it is still in its early stages, particularly regarding empirical investigations that explore practical cases of IAG integration. Furthermore, the lack of specific regulations and clear guidelines for the use of this technology in the field of Public Relations limits the advancement of structured solutions for ethical, social, and technical challenges. In conclusion, the integration of IAG into Public Relations practices presents both opportunities and challenges. The balance between innovation, ethics, and social responsibility is key to ensuring that this technology is adopted in a sustainable and effective way. For future research, it is crucial to explore practical cases and promote debates on regulations that guide the responsible integration of IAG, fostering not only the advancement of the field but also strengthening its relevance in the contemporary social and organizational context.