Chapter 14: Employing Artificial Intelligence Applications in Internal Communication in the Kingdom of Bahrain’s Institutions and Their Relationship to the Effectiveness of the Organizational Performance of Public Relations Practitioners

The field of artificial intelligence (AI) has witnessed significant advancements and transformative developments, leading to a wide range of applications in public relations (PR) practices. These advancements are expected to have a positive future impact on institutional and organizational operations. Numerous studies and scientific research have extensively explored this area in recent years due to the growing role of AI applications. Additionally, the increasing reliance on AI-driven technologies in PR-related functions has significantly enhanced organizational performance, particularly in terms of engaging with target audiences—whether internal or external—by identifying suitable messaging strategies and optimizing relevant services and applications. Furthermore, the latest developments in PR, driven by AI applications, have positively influenced the overall performance of organizations and institutions, given their direct and effective engagement with audiences. AI has reached unprecedented levels of human-like capabilities, raising both excitement and concern. Scholars have expressed apprehensions about the potential negative consequences of complete reliance on AI applications, particularly regarding rising unemployment rates, especially in developing countries.