An expert session on ‘Changing Dynamics of Public Relations and Advertising Industry in the Wake of AI’ was organized at Poornima University, Jaipur, inviting seasoned professionals and academia to deliberate on the influence of Artificial Intelligence (AI) on public relations, advertising and the wider media industry. The session touched upon the implications of AI on communication practices, content creation, brand management and media research, with an emphasis on the need to embrace emerging technologies while upholding creativity, judgement, credibility and the human element that is pivotal in effective communication.
The panel comprising of Shri Manmohan Harsh, Dharmesh Bharti, Ashish Khandelwal and Gautam Baid, deliberated on the changing landscape of the industry and the opportunities and challenges brought in by AI-enabled tools and technologies, informed by their rich experience in the field. They also discussed how the field of communication is being impacted by AI, including its applications in content creation, audience engagement, brand management, and advertising strategies. How news research and information gathering are being influenced by AI was also on the agenda as the panel placed the emphasis on the need for accuracy and authenticity in the wake of the fast-paced technological advancements.
Shri Manmohan Harsh spoke about his views on the role of AI in the industry, as the session also sought to understand the changing landscape of the profession driven by AI. Mr. Harsh informed the audience with his experience as a communication professional, having witnessed the evolution of technology and its impact on the industry. The session sought to create awareness amongst students about the need to not only learn about the technology but also harness it to drive their practice while upholding professional judgement and creativity besides ethics and the human element in their work.
The expert session also witnessed the attendance of Shri Somendra Harsh, Founder and Festival Director of Rajasthan International Film Festival (RIFF) and Chairman/President of Public Relations Council of India (PRCI), Jaipur Chapter, and Dr. Rahul Babu Kodali, joint secretary PRCI who both shared their expert insights and experience as media and communication professionals in the domain of television production and corporate communication, respectively.
The session was an eye-opener for the students as they got an insight into the industry with the inputs from the experts on the need to balance between technology and human judjement to drive effective public relations and advertising while upholding key professional values. The expert session drew to a close emphasizing the need to educate future media and communication managers on the dynamics of the changing industry influenced by AI-enabled technologies and systems.
