Transforming public relations into a driver of commercial growth: Data-driven strategies and return on investment evaluation in the ERA of artificial intelligence

Abstract

This study aims to redefine the role of public relations (PR) in the digital era by integrating artificial intelligence (AI) technologies, transforming it from a traditional communicative function into a strategic, data-driven system that drives measurable institutional growth. A mixed-methods design was adopted, combining quantitative and qualitative approaches. Data were collected through surveys and interviews within Arab institutional contexts and analyzed using advanced statistical tools, including SPSS, NVivo, and Natural Language Processing (NLP). Regression analysis, ANOVA, and Exploratory Factor Analysis (EFA) were conducted to validate the proposed model and test the research hypotheses. The findings reveal that practical AI usage is the strongest determinant of institutional return (B = 0.695), followed by a positive perception (B = 0.240); however, theoretical knowledge alone shows a negative association with return (B = -0.283). The results also highlight the influence of demographic variables, with males demonstrating higher levels of practical usage and females showing more positive perceptions. Institutional data quality, however, moderated the relationship between AI usage and return on investment. Overall, the study concludes that the real value of AI in PR lies in its conversion into measurable applications rather than remaining at the level of theoretical awareness. By developing an integrative model that links PR, AI, and commercial growth, and introducing performance indicators that extend beyond traditional metrics such as follower counts or media coverage, the study provides a practical roadmap for Arab institutions to adopt localized models aligned with cultural and organizational specificities, thereby supporting digital transformation and sustainable growth.