Artificial intelligence? No thank you.

Perceptions of European Communication and Public Relations Professionals.

Abstract

This article analyzes the responses of communications and public relations professionals to European Communication Monitor 2019 questions related to artificial intelligence. These questions aimed to highlight the knowledge of professionals about Artificial Intelligence and their perception of the impact, obstacles and risks to the profession. Portuguese results follow the European standard, although there are very significant differences in the results collected. These show that Portuguese respondents are among the least informed about AI in Europe, perceiving greater impact with the adoption of AI in the way the communication and public relations professions will have to adjust (macro level). Requirements that are difficult to meet and may be obstacles to the adoption of AI by communication and public relations departments and agencies include the skills of these professionals (micro level). Finally, the biggest risks relate to the need for organizations to struggle with their employees' skills gap and unclear responsibilities (micro level).