Adopting AI in transitional contexts: Professionalization and ethical dilemmas in Central European public relations

Abstract This study explores how public relations professionals in three post-authoritarian countries—the Czech Republic, Slovakia, and Poland—navigate the adoption of artificial intelligence (AI) tools in their daily work. It studies perceived opportunities and barriers as well as normative understandings of AI use among PR professionals. Drawing on the Transitional Public Relations Model and Professionalization Theory, the study examines how institutional legacies and democratic fragilities shape both ethical norms and professional practices. Based on 16 semi-structured interviews and a hybrid thematic analysis, the findings reveal a paradox: AI is embraced for its utility in routine tasks, yet its use unfolds in underregulated environments with limited training and persistent distrust in institutions. Formal ethical frameworks for AI use are largely absent, leaving practitioners to rely on individual judgement. This research advances the understanding of technology adoption, especially in transitional democracies, and highlights the impact of systemic factors on responsible AI integration in communication practice. It contributes a region-specific perspective to global debates on AI ethics, digital transformation, and the evolving role of communication professionals.