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AI adoption in government public relations: Technology acceptance, social influence, and organizational dynamics in the UAE

Engy Khalil & Fatmah Arif Al-Ali

Public Relations Inquiry2025https://doi.org/10.1177/2046147x251383106article
ABDC B
Weight
0.37

What the paper says

This study examines the adoption of artificial intelligence (AI) in public relations within the UAE’s government communication sector, using the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) as complementary frameworks. Semi-structured interviews with communication professionals reveal that AI tools, such as sentiment analysis, predictive analytics, and chatbots, enhance strategic planning, stakeholder engagement, and operational efficiency. Adoption is shaped by perceived usefulness and ease of use (TAM), as well as subjective norms and perceived behavioral control (TRA). Multi-level leadership, from top-down policy support to mid-level implementation, is critical. However, concerns persist around data privacy, algorithmic bias, and limited regulatory oversight. The study highlights the need for ethical governance, capacity-building, and cross-sector collaboration. By situating these findings within the UAE’s socio-political context, the research contributes to broader debates on ethical and effective AI integration in public relations and affirms the analytical value of TRA and TAM.

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https://doi.org/https://doi.org/10.1177/2046147x251383106

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@article{engy2025,
  title        = {{AI adoption in government public relations: Technology acceptance, social influence, and organizational dynamics in the UAE}},
  author       = {Engy Khalil & Fatmah Arif Al-Ali},
  journal      = {Public Relations Inquiry},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/2046147x251383106},
}

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AI adoption in government public relations: Technology acceptance, social influence, and organizational dynamics in the UAE

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.