The paradox of technology acceptance: ethics and strategic implications of artificial intelligence in public relations

Purpose – The adoption of artificial intelligence (AI) in public relations (PR) is no longer about whether firms will embrace these tools but how they will integrate them. Using the technology acceptance model (TAM) and strengths, weaknesses, opportunities and threats (SWOT) frameworks, this study explores AI adoption in the PR industry, examining usage patterns, ethical considerations and integration challenges. Design/methodology/approach – Using semi-structured interviews with 15 managers and PR leaders, along with a thematic analysis grounded in a SWOT framework, this research provides fresh insights into the implementation of AI in PR. Findings – The findings reveal a paradox in technology acceptance, with adoption driven by non-managerial employees through “bottom-up” processes. They also highlight ethical dilemmas and ambivalent relationships between PR professionals and AI technologies. Originality/value – This study is among the first to integrate the TAM and SWOT frameworks to explore AI adoption by PR practitioners, its impact on their work and the ethical dilemmas and challenges it presents.