USE OF ARTIFICIAL INTELLIGENCE IN PUBLIC RELATIONS PRACTICE AMONG INFORMATION OFFICERS IN KADUNA STATE, NIGERIA
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Artificial Intelligence (AI) is increasingly transforming communication practices globally, including public relations
(PR). Despite its growing relevance, empirical evidence on AI adoption in public sector public relations at the local
government level in Nigeria remains limited. This study examined the use of Artificial Intelligence for public relations
practice among Information Officers in the 23 Local Government Areas of Kaduna State, Nigeria. Using a quantitative
survey research design, data were collected from 79 Information Officers through structured questionnaires. Findings
revealed a moderate level of AI adoption, with 67% of respondents indicating the use of AI tools, primarily for content
creation and social media analytics. However, the adoption of advanced tools such as chatbots, predictive analytics,
and sentiment analysis remains low. Inadequate infrastructure and lack of training emerged as the major challenges to
effective AI integration. The study concludes that while awareness and acceptance of AI among Information Officers
are high, systemic constraints such as such as inadequate infrastructure and limited training prevents its full potential
and hinder optimal utilization. The paper recommends capacity building, infrastructural development, supportive
government policies, and increased funding to enhance effective AI-driven public relations practice in local
governance.