Navigating the GenAI Era: opportunities and challenges for PR Professionals

• Type: Chapter or Part of a Book
• Date: 2026

Authors

Reinaldo, Priscila (Author) Other; Morais, Ricardo (Author) FLUP; Oliveira, Adicinéia Aparecida (Author) Other

Book

Title: Adapting global communication and marketing strategies to Generative AI

ISBN: 9798337325026 (hbk); 9798337325033 (pbk)

Electronic ISBN: 9798337325040

Publisher: IGI Global

Indexing

Crossref

Other information

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.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 38