Artificial Intelligence in Cyber Public Relations: A Systematic Review
Abstract
The rapid advancement of Artificial Intelligence (AI) has transformed digital communication, yet its integration within cyber public relations remains theoretically fragmented. This study aims to systematically synthesize how AI is positioned and utilized in contemporary cyber public relations literature. Using a Systematic Literature Review (SLR) guided by the PRISMA 2020 protocol, this study analyzes Scopus-indexed journal articles published between 2020 and 2025. A total of 18 eligible studies were selected through a multi-stage screening process and examined using thematic synthesis. The findings reveal that existing research is dominated by chatbot and conversational AI applications focusing on micro-level interaction efficiency, while empirical studies on long-term relational outcomes, particularly public trust, remain limited. The analysis also identifies methodological imbalance, organization-centric bias, and insufficient attention to AI governance. This study argues that the influence of AI on organization–public relationships is indirect and mediated by strategic organizational orchestration. Theoretically, AI is repositioned as a relational infrastructure, contributing to the development of cyber public relations in the AI era.
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DOI: https://doi.org/10.32509/cyberpr.v6i1.6887
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