Автор: Христина Стоянова Шуменски университет „Епископ Константин Преславски” специалност ПР в публичната администрация ОКС магистър
Научен ръководител: гл. ас. д-р Емилия Енчева
Рецензент: доц. д-р Десислава Иванова
Шуменски университет „Епископ Константин Преславски“ Катедра по журналистика и масови комуникации 2026 ============================= Abstract: The article presents the results of a study of the development of communication - from early forms of information exchange to mass media, the Internet, social networks, and AI-based communication systems. The evolution of public relations is presented as a shift from managing information flows toward managing relationships, emphasizing dialogue, transparency, trust, and long-term interaction with publics. Particular attention is given to digitalization and social media, which have transformed audiences from passive recipients into active participants. Algorithms, personalization, and platform-based communication create new opportunities for reaching specific publics while also introducing challenges such as information bubbles, misinformation, algorithmic bias, and reduced control over message distribution. The report also examines the development of artificial intelligence from early theoretical concepts to machine learning, large language models, and generative AI. It argues that AI increasingly influences how PR professionals search for information, generate ideas, formulate messages, adapt content, and perform communication tasks. At the same time, hallucinations, bias, copyright issues, data protection, and misinformation highlight the need for human verification and professional oversight.The article concludes that AI should not replace PR professionals but complement their expertise. Keywords: artificial intelligence; public communication; public relations; digital communication; generative AI; human – AI collaboration; technological literacy.
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