دور ممارسي العلاقات العامة بتوظيف تطبيقات الذكاء الاصطناعي وانعكاسها على مهاراتهم الاتصالية

Abstract

Abstract

This study aimed to identify the reality of employing artificial intelligence applications in the publications of Libyana Telecommunications Company. The study adopted a comprehensive census of all publications published on the official website of Libyana Telecommunications Company during the period from February 2025 to November 2025, with the aim of analyzing the content that reflects the use of artificial intelligence applications in the communication materials and messages provided by the company to its customers. The study also adopted the descriptive-analytical approach, using content analysis to identify the explicit themes in the electronic publications and examine the nature of employing modern technologies in areas such as audience interaction, rapid response, content management, production of images and videos, service improvement, and building the company's corporate image.

The results revealed a clear presence of artificial intelligence applications in the public relations publications of Libyana Telecommunications Company. These applications appeared in several communication and service-related areas, most notably data and content management, immediate response, community service, and the production of videos and press releases. Data and content management ranked first among the themes reflecting the use of artificial intelligence applications, with a mean of (8.121), indicating the importance of intelligent technologies in organizing and processing information and producing communication content.

Based on these findings, the study recommended developing specialized training programs for public relations practitioners at Libyana Telecommunications Company in the areas of content production, data analysis, audience sentiment analysis, and the use of chatbots. It also recommended enhancing digital dialogue and interaction skills, establishing a clear institutional policy to regulate the use of artificial intelligence in public relations, specifying the tools and data permitted for use, and subjecting AI-assisted content to human review before publication to ensure its accuracy, integrity, and credibility.

Keywords: Artificial Intelligence, Public Relations, Artificial Intelligence Applications, Digital Skills, Digital Communication, Content Management, Communication Campaigns, Libyana Telecommunications Company.