Over 150 public relations and communications professionals gathered recently at The Holiday Inn & Suites in Makati for a one-of-a-kind workshop on the transformative power and potential of artificial intelligence (AI) in the communications industry.
The “Power of AI for Communications and Beyond” workshop, organized by the AI Centre of Excellence (ACE), delivered a deep dive into how AI is reshaping public relations, content creation, audience engagement, and business productivity.
The event was led by Hemant Gaule, a renowned AI expert and co-founder and director of the School of Communications & Reputation (SCoRe), who provided attendees with actionable insights on harnessing the power of AI for the future of communications.
Transforming AI into personal assistants
During the workshop, Gaule expanded on his vision of transforming AI models into powerful personal assistants that are capable of automating and enhancing various communication tasks. He explained that while AI models are evolving rapidly, their true potential can only be unlocked through human guidance.
“AI is increasingly becoming capable of understanding and engaging with audiences meaningfully, but the key to making it work is human expertise,” said Gaule. “In the near future, it won’t matter whether content is created by AI or a human; what will matter is how well it resonates with audiences and drives engagement.”
The session gave attendees a glimpse of the tools and techniques needed to integrate AI into their communication strategies, highlighting how AI can be used to automate content creation, optimize audience targeting, and manage public sentiment in real time.
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AI in business: The future is now
Gaule also shared his insights on AI’s significant role in boosting productivity and business efficiency. Drawing from real-world examples, such as Goldman Sachs’ early adoption of AI for financial analytics, he emphasized the importance of integrating AI into business workflows to streamline operations and unlock substantial productivity gains.
“By utilizing AI, businesses can achieve what would normally take an army of employees in a fraction of the time and cost,” Gaule explained. “Studies predict AI will contribute up to US$6 trillion in global productivity gains by 2030.”
As organizations increasingly turn to AI for data analytics and content management, the workshop illustrated how AI can be seamlessly integrated into communications processes, enabling businesses to make smarter, data-driven decisions.
Making AI more human
A key highlight of the workshop was Gaule’s explanation of how AI can be made more human-like. Comparing AI to a highly capable intern, he elaborated on how AI can learn from humans to refine its outputs, adapt to unique communication styles, and make decisions based on emotional intelligence.
“AI models are designed to learn from humans. The more we teach AI about how we think and operate, the more it will be able to emulate human communication,” Gaule said. “At the heart of it, AI is about augmenting human intelligence, not replacing it.”
This approach highlighted the importance of teaching AI not just to complete tasks, but to understand context, emotions, and underlying sentiment — a critical factor for communication professionals looking to build meaningful relationships with their audiences.
AI’s ethical landscape
One of the most compelling discussions of the day revolved around the ethical implications of using AI in communication. Gaule encouraged participants to think critically about data security and the responsible use of AI in their work.
He also addressed concerns regarding the transparency and sourcing of data for AI training, assuring attendees that transparency and policy guidelines are necessary to ensure that AI is used ethically.
Looking to the future
The workshop also served as a launchpad for ACE’s commitment to delivering cutting-edge AI education and research.
The AI Centre of Excellence (ACE), a collaboration between the London School of Public Relations, SCoRe, and Ardent Communications, aims to equip professionals across Southeast Asia with the skills to navigate the rapidly evolving landscape of AI in communication.
“This workshop is just the beginning,” said Gaule. “AI is an incredibly powerful tool, and it’s essential that communications professionals are prepared for the future. We are excited to help guide the industry through this AI revolution.”
As the workshop came to a close, participants left with valuable insights into how they can integrate AI into their everyday communications practices. With similar workshops planned for Indonesia, Malaysia, and Vietnam, ACE is set to continue its mission of preparing communication professionals for a future driven by AI.
To know more or to register for future ACE workshops, visit centreofexcellence.ai.
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