Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Arts in Advertising and Public Relations

Degree Level

Undergraduate

Department

Journalism

Advisor/Mentor

Blackstone, Ginger

Committee Member

Tackett, Teresa

Second Committee Member

Bostwick, Dave

Abstract

Generative Artificial Intelligence (AI) is a new tool that is changing the landscape of several industries across the board, forcing practitioners to adapt and navigate a new terrain with this new addition. One industry that is particularly affected by the introduction of AI is the Advertising and Public Relations (ADPR) industry. Under the umbrella of strategic media, the ADPR industry focuses on building relationships with publics through connection, trust, and creativity in hopes of persuading publics to feel one way or another. This thesis focuses on exploring the new relationship between AI and ADPR and understanding the effects that AI usage may have on the industry regarding ethical concerns, job tasks, and more. To better understand these topics, the research consisted of a qualitative methodology, which included providing five participants ranging in ages, education and years of experience in the ADPR field, with a questionnaire about their personal perceptions of AI and its usage in the industry.

Research question 1 asked “In what ways will AI be most effective in the ADPR industry?” Participants identified AI as a key player in increasing efficiency through ideation and brainstorming, data analysis and sorting, and performing day-to-day administrative tasks. Research question 2 asked “What ethical considerations are the most important to practitioners, professors, and students when it comes to creating AI related guidelines for the ADPR industry?” Participants identified important ethical considerations to be transparency, human oversight, data protection and privacy and human connection. Lastly, research question 3 asked “With the addition of ethical guidelines for fair usage of AI, will ADPR practitioners be more inclined to utilize AI in their work?” Participants agreed that guidelines are needed to allow the ADPR industry to continue forward with the addition of AI as a tool, and majority felt prepared by their respective educations or organizations to address and use AI appropriately.

Keywords

Fayetteville; Artificial Intelligence; Advertising; Public Relations; Ethics

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