Parasitic generative AI: how technologies feed on PR professionals' vulnerabilities

Abstract

Purpose As artificial intelligence (AI), particularly Generative AI (GenAI), has been rapidly adopted in the public relations (PR) industry, it has prompted discussions about opportunities and challenges. Yet, how frontline PR professionals experience such rapid changes and how these changes affect their well-being are not sufficiently studied. This study focuses on the diverse aspects of vulnerability that PR professionals face as AI increasingly shapes their daily communication work, prompting critical reflection on current ethical guidelines that may not keep pace with these challenges. Design/methodology/approach This study conducted 29 semi-structured, in-depth interviews to explore PR professionals' perspectives on vulnerabilities related to the use of GenAI. Findings Our findings reveal six prominent themes of vulnerability experienced by PR practitioners, encompassing struggles with technological, professional value, emotional, relational, governance and developmental aspects of GenAI adoption and implementation, which co-present a picture of the strategic interruptions they are experiencing. Originality/value This study contributes to understanding technology-induced well-being concerns in the PR professional context, advancing a human-centered view of AI's implications and ethical guidelines development. The vulnerabilities revealed in this study further highlight new challenges and call for a critical examination of the human-technology relationship as a central dimension of relationship management in the AI era. Findings also inform continued development of AI ethical guidelines and policies pertinent to the PR industry.