CONCEPTUAL ANALYSIS OF THE TRANSFORMATION OF PUBLIC DIPLOMACY IN THE CONTEXT OF ARTIFICIAL INTELLIGENCE DEVELOPMENT

This article examines the conceptual foundations of the transformation of public diplomacy amid the rapid development and deployment of artificial intelligence (AI) technologies. It analyzes changes in the role and substance of public diplomacy as an instrument of foreign policy interaction within an increasingly digitalized and algorithmically mediated communication environment. Public diplomacy is understood as a multi-level communicative process whose effectiveness depends not only on message content but also on the technological and algorithmic conditions of dissemination and interpretation. The article reassesses traditional models of public and digital diplomatic communication, as well as mechanisms shaping international public opinion, engagement with foreign audiences, and the transmission of value-based and political narratives under the influence of intelligent technologies. AI is examined not merely as a technical tool, but as a factor that structures the visibility, circulation, and interpretive framing of diplomatic messages. The relevance of the study is highlighted in the context of the Republic of Kazakhstan, where AI development and digital transformation are embedded in strategic and regulatory frameworks. Kazakhstan’s experience is considered within a comparative perspective that draws on international practices of integrating AI into public diplomacy. The study identifies key directions of AI’s impact on public diplomacy, including automation of communication processes, use of big data, personalization of outreach, and enhancement of analytical capacities of diplomatic institutions. It also addresses institutional, ethical, and legal implications of AI adoption. Based on conceptual analysis, the article argues that public diplomacy must adapt to new technological realities and develop grounded approaches. Keywords: public diplomacy, digital diplomacy, artificial intelligence, algorithmization, foreign policy communication.