Human meets machine: Generational differences in the acceptance of artificial intelligence among public relations professionals from a technology acceptance model perspective

Abstract

This study examines how Generation X and Y public relations (PR) professionals in Türkiye use artificial intelligence (AI) tools. Using the Technology Acceptance Model (TAM), it examines their adoption of AI. The study employs thematic analysis of semi-structured interviews conducted with 16 experts, which were systematically processed and coded using MAXQDA24 to ensure analytical rigor. The research findings highlight the central importance of the “Human Aspect” for both generations. Empathy, trust, emotional connection, and relationship depth are factors that significantly influence PR specialists’ acceptance of AI. These factors, which extend beyond traditional TAM structures, provide a broader perspective on the adoption of AI in human-centred professions. While both groups perceive AI as a potential productivity enabler, they also identify reliability as a significant challenge. The cautious and prudent approach of Generation X to AI is characterised by a focus on quantifiable, concrete benefits. In contrast, Generation Y views AI as a supportive partner or assistant rather than merely a tool.