Public relations in the age of AI: the moderating effects of authentic leadership and supervisors’ digital literacy on AI-induced uncertainty among Kenyan public relations practitioners

Purpose This study investigates the impact of AI adoption on job performance among Kenyan public relations (PR) practitioners. It examines how authentic leadership (AL) moderates the relationship between AI-induced uncertainty and job performance. Additionally, it explores the role of supervisor support and digital literacy in shaping this dynamic. Design/methodology/approach The study employs a quantitative research design, collecting survey data from 698 public relations practitioners in Kenya. The research framework is based on the theory of uncertainty management (TUM) and AL theory. Structural equation modeling (SEM) is used to test the hypothesized relationships among AI-induced uncertainty, job performance, authentic leadership, supervisor support and digital literacy. Findings Results indicate that AI-induced uncertainty negatively impacts job performance among PR practitioners. AL is positively associated with job performance, but does not mitigate the negative effects of AI-related uncertainty as expected. Instead, under high uncertainty, AL may heighten concerns rather than alleviate them. Supervisor support did not show a significant direct effect on job performance, while supervisor digital literacy positively influenced job performance and moderated the relationship between AI uncertainty and job performance. Research limitations/implications This study is limited by its cross-sectional design, which does not capture changes over time. Future research should adopt a longitudinal approach to examine causal relationships. Additionally, exploring the role of other leadership styles, such as transformational or servant leadership, in AI-induced uncertainty could yield further insights. Practical implications The findings emphasize the need for organizations to invest in AI-related training to mitigate uncertainty. Authentic leadership can enhance job performance, but its effectiveness in managing AI uncertainty may require complementary strategies, such as structured AI training programs and clear communication. Digital literacy among supervisors is crucial for fostering employee confidence and improving job performance amid technological disruptions. Social implications AI-driven transformations in PR raise concerns about job displacement, digital inequalities and workplace stress. This study highlights the importance of leadership and digital literacy in reducing fear and promoting inclusive AI adoption. It underscores the need for policies that balance technological progress with job security, employee well-being and ethical AI integration. The findings also suggest that cultural factors, such as Kenya’s collectivist and high-uncertainty-avoidance tendencies, influence AI acceptance and workforce adaptation, necessitating culturally tailored leadership approaches. Originality/value This study extends the discourse on AI-induced workplace uncertainty by integrating AL and digital literacy as moderating factors. It contributes to the understanding of AI adoption in a non-Western context, highlighting cultural influences on leadership effectiveness in public relations. The findings offer valuable insights for PR professionals, organizations and policymakers navigating AI-driven transformations.