How AI Is Being Used in Universities: PR Department’s Perspective

Authors

  • Farhan Al Olaimat

    Public Relations and Advertising Department, Yarmouk University, Irbid 21163, Jordan
  • Abdulaziz Altawil

    Sevilla University, Seville 41004, Spain
  • Aseel Ma,abrah

    Public Relations and Advertising Department, Yarmouk University, Irbid 21163, Jordan
  • Ali Al Hadeed

    Public Relations and Advertising Department, Yarmouk University, Irbid 21163, Jordan
  • Anas Yahya Bader Al Hadid

    Digital Marketing and Social Media Department, Faculty of Economics and Administrative Sciences, Zarqa University, Zarqa 13110, Jordan
  • Zuhair Yassin Tahat

    Department of Journalism, Yarmouk University, Irbid 21163, Jordan
  • Mohammed Habes

    Radio & TV Department, Yarmouk University, Irbid 21163, Jordan

DOI:

https://doi.org/10.30564/fls.v7i5.8093
Received: 16 December 2024 | Revised: 16 April 2025 | Accepted: 21 April 2025 | Published Online: 22 April 2025

Abstract

In universities, AI provides intelligent solutions to improve interactions with students and professors from diverse cultures, enhancing the user experience and making the academic environment more inclusive and open to linguistic and cultural diversity PR. The study aims to analyze the use of Artificial Intelligence in Public Relations departments at universities, focusing on the current state and the challenges faced. This research falls under the category of descriptive studies, and the survey method was used to gather data. The study population consisted of public relations practitioners from several Middle East universities (Jordan, UAE); an intentional sample of 65 practitioners was selected, and data was collected using a questionnaire. Results revealed that only 17% of public relations practitioners in universities possess extensive knowledge of artificial intelligence techniques. AI into media operations could help enhance the dissemination of information, improve audience targeting, and foster more interactive and personalized communication experiences in Middle East universities. Additionally, the study emphasized the importance of AI dialogue and language exchange as essential elements to enhance the integration of AI in public relations enhancing cultural exchange efforts by analyzing common languages and dialects and simplifying them into a common language for all. Among the critical challenges identified was the practitioners' which hinders the effective use of AI. The study recommends using AI technologies to enhance public relations work in universities and integrating AI dialogue systems and language exchange mechanisms to enhance communication and service delivery.

Keywords:

Artificial Intelligence; Public Relations; Jordan; Descriptive Research; Higher Education

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Al Olaimat, F., Altawil, A., Ma,abrah, A., Al Hadeed, A., Al Hadid, A. Y. B., Tahat, Z. Y., & Habes, M. (2025). How AI Is Being Used in Universities: PR Department’s Perspective. Forum for Linguistic Studies, 7(5), 83–97. https://doi.org/10.30564/fls.v7i5.8093

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Vol. 7 , Iss. 5 (May 2025): In progress

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Copyright © 2025 Farhan Al Olaimat, Abdulaziz Altawil, Aseel Ma,abrah, Ali Al Hadeed, Anas Yahya Bader Al Hadid, Zuhair Yassin Tahat, Mohammed Habes

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