Author: Назаров, Ғулом Акмал ўғли

Annotation: This study analyzes the strategic importance of artificial intelligence (AI) technologies in public relations (PR) and university brand formation processes within higher education institutions. In today’s digital environment, the competitiveness of universities is determined not only by the quality of education but also by their visibility in the media space and their image in mass media and social networks. The research examines how AI tools — such as content automation, audience interaction personalization, real-time monitoring, and analytics — influence university PR strategies.

Keywords: Artificial Intelligence (AI), higher education institutions, university brand, public relations (PR), media image, digital transformation, innovative communication technologies.

Pages in journal: 489 - 498