UNIVERSITY OF JOURNALISM AND MASS COMMUNICATIONS OF UZBEKISTAN FACULTY OF JOURNALISM

Abstract

This article analyzes the legal and ethical dimensions of the integration of chatbots, artificial intelligence (AI), and guided algorithms, which are key drivers of the digital age, into public relations (PR). The analysis explores the complexities of complying with data privacy laws, accounting for intellectual property, and ethical issues such as transparency, accountability, and bias in automated decision-making. The article also discusses the opportunities and challenges presented by these technologies, highlighting the need for a balanced approach that maintains fairness and trust in PR practices.