Artificial Intelligence (AI) is redefining all professional including public relations practice globally, the adoption of AI remains under studied, particularly in sub-national level such as Osun State. This paper investigates the perceived problems and prospects facing the adoption of artificial intelligence (AI), particularly among public relations practitioners in Osun State, Nigeria. Grounded in Diffusion of Innovation (DOI). A quantitative cross-sectional survey research method was adopted, using a census sampling technique to select 177 practicing members of the Nigeria Institute of Public Relations (NIPR), Osun State Chapter, while 175 valid responses were analyzed using descriptive statistics (frequency and percentage method). The study found that there is high awareness but relatively low practical adoption. While AI presents opportunities for efficiency, content development, and strategic communication, adoption is constrained by limited technical competence, high cost, managerial resistance, and ethical concerns. The paper recommends that tertiary institutions offering public relations related courses need to integrate AI literacy and automated tools, also, public relations body and companies should organise workshops and seminars regularly for their staff on the effective use of artificial intelligence (AI) in their daily routing.
Vol. 5, No 1, pp. 35-43.