مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 1, Pages 550-569
2024-03-15
The Use Of Artificial Intelligence Applications In Public Relations Management: Reality And Challenges A Qualitative Study On A Sample Of Some Banks Public Relations Practitioners In Algeria.
Authors : Khalfi Nacera .
Abstract
In the purpose of evaluating the reality and challenges, this study aims to identify the trends of public relations practitioners about the use of artificial intelligence applications in Algerian banks. The qualitative descriptive approach was used on the study population which consisted of all public relations practitioners in Algerian banks, where the sample was selected by the Non-probability sampling technique. Fifteen (15) officials from the total number of banks within the population available for the study responded making the response rate 75%. The officials were exposed to a semi-structured open interview tool. The duration of the interview ranged between (30-60) minutes. The "Maxqda" software was used to analyze the collected data after transcribing it for textual analysis, to derive symbols and keywords related to each research question. The results showed positive trends in a large percentage of public relations officials in Algerian banks towards the use of artificial intelligence applications. Their future vision demonstrated what these applications can provide and enhance Algerian banks. There are many limitations facing the use of AI in banks, the most important of which are technical and technological challenges. This paper recommends banks to be well-updated with technology and its use. In addition, it urges researchers to study different aspects of artificial intelligence use in different types of banks.
Keywords
Keyword: Artificial Intelligence, Public Relations, Trends of Public Relations Officials, Algerian Banks.
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