| Summary: | In the coming years, Artificial Intelligence (AI) is set to make a profound impact on higher education, particularly within the field of Public Relations (PR). This surge in the adoption of AI technologies in academia is fuelled by compelling factors. AI is on the verge of transforming PR practices, elevating the efficiency and effectiveness of communication strategies. The data-driven prowess of AI equips PR professionals with enhanced capabilities to understand and engage with target audiences, tailor messages with precision, automate routine tasks, such as content creation, social media management, and data analysis, and liberate practitioners from administrative burdens. As educational institutions increasingly recognize the value of AI in PR, investments in its implementation are expected, heralding a paradigm shift in higher education communication and stakeholder engagement. The current article aims to delve into the European framework for AI applications in education, present the landscape of existing technology tools used in the communication area, and review recent publications describing the benefits and possible drawbacks of using generative AI technologies in the sphere of teaching.
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