Artificial Intelligence as a Tool for Shaping Public Image: An Interdisciplinary Approach at the Intersection of Information Technology and PR

TIn the context of digital transformation and the data economy, there is an increasing use of artificial intelligence (AI) technologies to shape a person's public image. This article presents an interdisciplinary approach to solving this problem, combining digital footprint analysis methods and public communication tools. The authors justify the possibility of using modern AI technologies — large language models — to analyze the community audience in order to increase the brand awareness of a scientific laboratory. They demonstrate how the results of AI analysis can be integrated into PR campaigns and personalized communication strategies. The article proposes a methodology at the intersection of IT and PR disciplines, justified both theoretically and by practical case studies from the creative industries and public communications. The results of the study show that strategies developed using a large language model increase the brand awareness of scientific laboratories by 30–50 % on average, increasing the number of reactions, subscribers, and community views.