Abstract

The rapid advancement of artificial intelligence (AI) has increased the production and dissemination of fake news across digital media, posing significant challenges to public relations (PR) practice. Generation Z (Gen Z) is particularly vulnerable to these effects because of its high level of social media engagement and frequent reliance on digital platforms for information. This article examines the impact of AI-amplified fake news on Gen Z’s ability to recognize misinformation and its behavioral responses to PR efforts. It also explores the challenges facing PR practitioners in maintaining public trust and managing organizational reputation. Based on this analysis, the article proposes several recommendations for enhancing the effectiveness of PR practice in the contemporary digital communication environment.

Keywords: Artificial intelligence (AI), fake news, Generation Z (Gen Z), public relations.