The Adoption of Artificial Intelligence Applications by Public Relations Practitioners in Iraqi Ministries: A Qualitative Study in Light of the Unified Theory of Acceptance and Use of Technology (UTAUT)

Abstract

This research explores how public relations practitioners in Iraqi governmental ministries adopt artificial intelligence (AI) tools and whether they perceive them as important and beneficial. It aims to answer the central question: What is the current state of AI adoption among public relations practitioners in Iraqi ministries? The study also examines the challenges that hinder effective use and the reasons behind the limited integration of AI tools in public relations tasks. The researcher employed a qualitative methodology, using in-depth interviews with nine directors of public relations in media and governmental communication departments across various Iraqi ministries. The study was guided by the Unified Theory of Acceptance and Use of Technology (UTAUT), which was used to assess practitioners’ awareness of AI applications, their involvement in using these tools in their media and communication work, and their attitudes toward adoption. The findings revealed that most directors have a limited understanding of AI and its potential capabilities. However, the study also found that AI applications are increasingly proving useful to public relations practitioners. Institutions with dedicated public relations departments are more likely to adopt and utilize these tools to support their organizational goals.