In Search for Meaningful User Experiences in Public Relations – Assessing Commercial Generative AI Agents for Stakeholder Relations

With the explosion of artificial intelligence (AI), industries like user experience (UX) and public relations (PR) have seemingly changed forever, and despite AI’s integration into communication (e.g., chatbots, content creation), there is little empirical research on its impact at the intersection of AI, UX, and PR. This study explores the potential of AI agents for delivering more optimal PR experiences than static methods. Through the frameworks of Computers Are Social Actors and Media Richness Theory alongside Morville’s Honeycomb Model, this research uses comparative usability testing and surveys to offer insights into how AI agents provide richer, more usable, and more engaging PR experiences than non-AI methods for younger stakeholders. This paper gives UX enthusiasts a chance to learn how AI agents, through usability, personalization, and anthropomorphic design, can meaningfully enhance stakeholder experiences and strengthen brand relationships in PR.

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