AI Integration into Public Relations: A Cross-cultural Study of Low Uncertainty Avoidance Culture (the US) vs. High Uncertainty Avoidance Culture (Pakistan).

Abstract

Artificial Intelligence (AI) is revolutionizing every industry, globally. The integration of AI into PR (PR) offers significant advantages, however, it varies across cultures. This study explores the integration of AI into PR with a cross-cultural lens, focusing on the United States (US) and Pakistan. It draws on 20 interviews with PR professionals for a comparative study. Utilizing Hofstede’s cultural dimension of the Uncertainty Avoidance Index (UAI), the research examines how culture plays its role in the attitudes toward the integration of AI into PR. Thematic analysis reveals that the US depicted a greater acceptance of AI, citing specific tools and rules, and a smoother integration of AI into PR with less anxiety and uncertainty. It perceived more benefits and the ease of use helped better integration. Pakistan, a high UAI culture, faces challenges due to a lack of clear rules, fewer resources, and openness. There is more uncertainty and anxiety about AI integration. Pakistan finds job loss as a challenge while the US considers pricey subscriptions as an obstacle. The findings provide insights to the PR professionals for culturally adaptive AI strategies. It contributes to the growing body of literature on the intersection of PR, AI, and Culture.