UTILIZATION OF AI AND ROBOTISATION AS PUBLIC RELATIONS TOOLS BY SELECT FINANCIAL INSTITUTIONS IN SOUTHSOUTH NIGERIA

Artificial Intelligence (AI) is positively – and sometimes negatively, impacting various professional fields. In thefield of Public Relations, the tools and techniques of the PR are fast changing to reflect the arrival and evolution ofAI. This evolution also includes the employment of robotisation for optimisation of the strategies and processes ofPR to achieve identified aims. How far and in what ways have AI and robotisation influenced PR practices inNigeria? This study examines the use of AI and robotisation as PR tools by select financial institutions in SouthsouthNigeria. Technology Acceptance Model (TAM) and Uses and Gratifications Theory (UGT) served as Theoreticalframeworks. The survey research design was used. The population of the study comprised customers and staff of theselect financial institutions; Access Bank Plc, Guaranty Trust Bank (GT Bank), First Bank of Nigeria, and ZenithBank. The sample size of 369 was determined using Topman’s formula for unspecified population. Findings fromthe study indicate, among others, that AI-powered chatbots and robotic process automation (RPA) have the potentialto improve the effectiveness of CRM in Nigerian banks. Respondents reported that AI and RPA technologiesimproved issue resolution, reduced waiting times, and enabled 24/7 availability, leading to higher customersatisfaction rates. However, the study also highlights the importance of personalisedhuman interactions in effectiveCRM in Nigerian banks. Respondents preferred avenues that allowed for personlised services and interaction withhuman agents. Therefore, it was recommended, among others, that Nigerian banks strike a balance betweenleveraging AI and robotics technologies and providingpersonalised customer service.