The integration of artificial intelligence into digital public relations practice represents a paradigm shift in how organizations understand, engage with, and respond to their stakeholders. This article examines the transformative role of AI technologies—including generative AI, predictive analytics, natural language processing, and AI-powered chatbots—in reshaping PR strategies across data analysis, content personalization, media monitoring, crisis communication, and stakeholder engagement. Drawing on recent empirical research and scholarly analysis, I argue that AI is not merely automating routine PR tasks but fundamentally reconfiguring the strategic communication landscape through enabling real-time audience insights, predictive reputation management, and hyper-personalized messaging at scale. However, this transformation also generates significant ethical and professional challenges: algorithmic bias, transparency deficits, concerns about authenticity, and questions of professional displacement. The article synthesizes findings from multiple studies, including evidence that AI-generated content can outperform human-written messaging in engagement metrics, the identification of significant preparedness gaps among practitioners, and the emergence of frameworks for ethical AI integration. I propose a model of "augmented professionalism" in which AI enhances rather than replaces human strategic judgment, and conclude with recommendations for PR education, practice, and future research that address both the opportunities and responsibilities of AI adoption in public relations.