Navigating the GenAI Era: opportunities and challenges for PR Professionals

• Tipo: Capítulo ou Parte de Livro
• Data: 2026

Autores

Reinaldo, Priscila (Autor) Outra; Morais, Ricardo (Autor) FLUP; Oliveira, Adicinéia Aparecida (Autor) Outra

Livro

Título: Adapting global communication and marketing strategies to Generative AI

ISBN: 9798337325026 (hbk); 9798337325033 (pbk)

ISBN Eletrónico: 9798337325040

Editora: IGI Global

Indexação

Crossref

Outras Informações

DOI: 10.4018/979-8-3373-2502-6.ch010

Abstract (EN): This chapter analyzes the introduction of Generative Artificial Intelligence (GenAI) tools into the Communication and Public Relations (PR) work routines of a group of professionals in Brazil and Portugal. It explores the heightened expectations and concerns surrounding the integration of GenAI into professional practices, as many professionals grapple with its implications for their work. The chapter emphasizes the importance of understanding how Communication and PR professionals in Portugal and Brazil perceive and utilize this technology, focusing on the opportunities it presents for enhancing processes and the ethical challenges it raises. Through a comparative analysis, the chapter offers insights into the distinctive cultural and linguistic contexts that shape these professionals' experiences. By comparing the realities of the two countries, the study contributes to understanding the evolution of work practices in Portuguese-speaking countries, highlighting the importance of human mediation and professional preparation in the face of emerging technological transformations.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 38