Exploring the Landscape: Generative AI Adoption Among Central and Eastern European PR Professionals

Despite a general optimism among public relations (PR) professionals toward technology, often referred to as "cheerleading" by Bourne (2019), the industry has yet to fully integrate AI tools into daily practices. While global and regional bodies have initiated surveys focused on agencies, there is a lack of micro-level data examining the nuances of AI adoption, barriers, and reservations within the field. This research aims to systematically explore AI adoption within the Central and Eastern European (CEE) PR sector. A survey conducted in early 2024 gathered responses from 200 PR professionals in the Czech Republic, Slovakia, and Poland. Anchored in Rogers' Diffusion of Innovation Theory and the Global Capability Framework, the study identifies PR activities that have advanced to the Confirmation stage and those still hesitating in the Decision stage. Key drivers such as trust, timesaving, and cost-saving benefits were found to significantly influence adoption. Comparison with global data reveals differences in AI adoption within CEE, particularly in the use of generative AI based on large language models, which are predominantly developed in English. This language disparity impacts tasks such as text generation, sentiment analysis, and community management. The study contributes to a deeper understanding of AI adoption in the PR profession, especially in non-English-speaking countries.