In the past decades, many scholars have contributed significantly to the organization-public relationships (OPR) research and practice. In the era of artificial intelligence, AI-powered chatbots (e.g., ChatGPT) and machine learning techniques are influencing and changing this field. Major questions emerge, which include: (1) What kind of AI characteristics were driving people to utilize such organizational tools? (2) How human-robots interactions were impacting customer-brand relationships? (3) What is contingent organization-public relationships (COPR) and how to track such relationships using machine learning tools? This guest talk will respond to these above-mentioned questions based on recent theories, models, and empirical studies that Dr. Cheng and her collaborators have developed. Practical implications and future theoretical directions for tackling relationship management of public relations in the era of AI will be discussed as well.
