Effectiveness of AI-Driven Public Relations Strategies in Advancing Sustainable Development Initiatives: “A Case Study of Leading Organizations in the United Arab Emiratesâ€

Mohamed Mallek, Elsir Ali Saad Mohamed, Faycal Farhi, Riadh Jeljeli, Enass Khalil Alquqa, Rédha Bougherza and Abdullah Abdullah

Studies in Media and Communication, 2025, vol. 13, issue 4, 56-68

Abstract: The study investigated the level of implementation of “AI-powered public relations strategies†and determined the reality of sustainable development initiatives in the UAE leading organizations. It sought to verify the effect of AI-powered public relations strategies on promoting sustainable development initiatives. The study was based on the descriptive approach. A questionnaire was distributed to 230 workers chosen from leading organizations in the United Arab Emirates. The results revealed that using AI-driven public relations strategies and adopting sustainable development initiatives yielded high response scores. In addition, “AI-powered public relations strategies†had a statistically significant impact on promoting sustainable development initiatives. The study recommended providing public relations professionals with training courses on artificial intelligence methods that maximize the success of sustainable projects. In addition, it is recommended to use AI to assess audience trends, which contributes to uncovering sustainability-related issues, identifying business prospects, and guiding quality communication plans.

Date: 2025
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