Effect of AI-Powered Chatbots on Crisis Communication Efficiency and Trust-Building in Government Public Relations: Mediating Role of Message Customization

Abstract

The research investigated the effect of AI-powered chatbots on crisis communication efficiency and trust-building in government public relations in the United Arab Emirates. It also explored the role of message customization in mediating this effect. The research relied on the descriptive analytical approach. A questionnaire was distributed to 360 public relations professionals in government institutions responsible for managing corporate communication during crises. The results revealed the need for incorporating AI-powered chatbots into corporate communication strategies. The data analysis indicated that the synergy of technology and communication efficiency can improve a corporation's performance and guarantee increased efficiency in managing a crisis. The research paper proposes the development of communication systems that incorporate chatbots in a strategic approach. This will help improve interactions with the citizens and provide precise and timely information in case of an emergency. The research also recommends greater investments in training public relations organizations to adopt AI technologies efficiently to ensure they are maximally exploited in governmental contexts.