Vliv digitalizace a umělé inteligence na strategii rozvoje PR agentury

Digitalization and the development of artificial intelligence are significantly transforming the way businesses operate, communicate with customers, and compete in the market. These changes are becoming increasingly visible in the field of public relations, where data-driven decision-making, process automation, and the ability to respond to technological developments and changing client expectations are gaining importance. The effective use of digital technologies and artificial intelligence is therefore becoming an important factor in the competitiveness of communication agencies. The aim of this bachelor’s thesis is to evaluate the impact of artificial intelligence on the development strategy of a selected PR agency, identify the company’s main strengths and weaknesses, and propose recommendations leading to more effective strategic adaptation. The thesis applies selected strategic analysis tools, specifically Porter’s Value Chain, the VRIO framework, Porter’s Five Forces analysis, PESTLE analysis, and SWOT analysis. The research is based on the company’s internal process documentation, timesheets from 2024 and 2025, academic literature, and a questionnaire survey conducted among the company’s employees. The results of the analysis show that the company benefits from strong senior know-how, strong relationship capital, and deep knowledge of the local environment. At the same time, artificial intelligence is primarily used for research, text processing, and the analysis of materials, but it does not currently represent an independent source of sustainable competitive advantage. Based on these findings, recommendations were proposed that focus on more effective integration of AI into work processes, the development of internal AI governance, and the strengthening of strategic activities with higher added value.