by Leira Mananzan, Correspondent
A seismic shift is underway in the world of public relations and communications, with artificial intelligence (AI) poised to redefine industry norms.
At a recent workshop entitled “Power of AI for Communications and Beyond” hosted by the AI Center of Excellence (ACE) in partnership with Ardent Communications, School of Communications & Reputation (SCoRe), and LSPR-Jakarta, industry leaders explored how AI is no longer a futuristic fantasy, but a present-day reality demanding immediate attention.
The event, headlined by AI guru Hemant Gaule of SCoRe, revealed a startling statistic: a collaborative survey by the Public Relations Society of the Philippines (PRSP) and ACE found that a staggering 90.7% of PR and communication professionals are already utilizing artificial intelligence tools.
However, this rapid adoption is shadowed by a critical need for practical training, with 73.3% of respondents calling for hands-on education in artificial intelligence. More alarmingly, 68% expressed serious ethical concerns, particularly regarding misinformation and bias, with 74.7% highlighting the dangers of AI-driven misinformation.
Gaule’s analogy of artificial intelligence as a highly intelligent yet inexperienced intern resonated deeply with the attendees. “Imagine hiring an intern from a top university,” he explained. “They process information rapidly, but their initial output often needs refinement. That’s artificial intelligence. It requires training, clear instructions, and continuous feedback.”
This perspective framed artificial intelligence not as a job-replacing monster but a powerful tool demanding careful guidance.
Gaule brings a wealth of experience and expertise to the workshop. An education leader based in Mumbai, India, he is passionate about education, artificial intelligence, and behavioral psychology. After graduating from the Indian Institute of Management in Ahmedabad, he has counseled several private, social, political and government initiatives.
AI’s potential to revolutionize PR tasks explained
The workshop also showcased the potential of artificial intelligence to revolutionize PR tasks, from generating press releases and social media content to conducting sophisticated audience sentiment analysis and media reports to streamlining crisis communications.
Tools like ChatGPT and Claude were demonstrated, revealing their ability to perform real-time web searches, generate campaign guides, and create interactive data visualizations. The ability to upload survey results and secondary sources, and generate comprehensive reports, left attendees awestruck.
However, the “human touch” deficit in AI-generated content was a central concern. Gaule emphasized the importance of “training” artificial intelligence with examples of desired writing styles, effectively turning it into a personalized writing assistant. “If you want it to write like you, talk to it like a human and give it references,” he stated. “It learns best with clear examples.”
Ethical considerations also loomed large throughout the discussions.
The risk of “hallucinations” – fabricated data – and the potential for reinforcing biases were repeatedly highlighted. “Artificial intelligence is not infallible,” Gaule warned. “It can hallucinate, fabricate data, and reinforce biases. PR professionals must guide it, ensuring that it enhances credibility, not undermines it.”
This underscored the urgent need for robust ethical guidelines and human oversight in PR strategies that are driven by artificial intelligence.
Artificial intelligence will take away tasks, but not jobs
One of the most promising applications showcased was its ability to automate sentiment analysis and trend identification. By integrating artificial intelligence models into tools like Google Sheets and Excel, PR teams can now analyze vast amounts of text, categorizing themes and detecting consumer sentiments in minutes, rather than hours.
Despite the anxieties surrounding job displacement, Gaule reassured attendees that artificial intelligence would primarily take away tasks, but not jobs.
“Artificial intelligence will take away the amount of time it takes to do tasks,” he clarified. “But it can’t replace strategic thinking and human creativity.”
As artificial intelligence continues to evolve, the “Power of AI for Communications and Beyond” seminar served as a crucial call to action. PR professionals must embrace literacy, develop ethical frameworks, and recognize its potential to amplify, rather than replace, human intelligence.
The future of communications hinges on our ability to responsibly harness artificial intelligence, ensuring it enhances, rather than undermines, the art of strategic communication.