A shift is happening in public relations and communications, as artificial intelligence (AI) becomes a major part of how professionals do their work. At a recent workshop titled “Power of AI for Communications and Beyond,” experts and leaders in the field gathered to talk about how AI is already changing the industry—and what challenges still lie ahead.
The event, organized by the AI Center of Excellence (ACE) in partnership with Ardent Communications, SCoRe (School of Communications & Reputation), and LSPR-Jakarta, highlighted the need for both urgency and care in using AI tools.
A survey by ACE and the Public Relations Society of the Philippines (PRSP) showed that 90.7% of professionals in the field are already using AI. However, 73.3% said they still need hands-on training, while 68% raised concerns about ethics. Misinformation topped the list, with 74.7% pointing to it as a major risk.
“Imagine hiring an intern from a top university,” said Hemant Gaule of SCoRe. “They process information rapidly, but their initial output often needs refinement. That’s artificial intelligence. It requires training, clear instructions, and continuous feedback.”
Human oversight is still necessary
Gaule, who is based in Mumbai and has advised private and government groups, shared his views on how AI can help rather than hurt the industry. He said AI should be treated like a tool—not a replacement for people.
At the workshop, tools like ChatGPT and Claude were shown to create campaign content, analyze sentiment, and organize survey data. Attendees saw how these tools could save time, especially in tasks like writing press releases and reports.
Still, concerns remained. Some participants pointed out that AI-generated content can lack a “human touch,” and that systems may produce false or biased information.
Gaule warned, “Artificial intelligence is not infallible. It can hallucinate, fabricate data, and reinforce biases.”
He added that PR professionals should train AI by showing it examples of their writing style. “If you want it to write like you, talk to it like a human and give it references,” he said.
Gaule also eased fears about job losses. “Artificial intelligence will take away the amount of time it takes to do tasks,” he said. “But it can’t replace strategic thinking and human creativity.”