A Game-Changer: the Impact of AI on corporate and brand communication

On Wednesday, 21 June with the support of ESB Head Office, PRII held an expert briefing for members on AI: the opportunity and impact for PR practice with keynote speaker Andrew Bruce Smith, specialist digital PR trainer and consultant.

The creative and productivity opportunities as well as ethical, legal and societal issues around the use of generative artificial intelligence tools such as Open AI’s ChatGPT and Google’s Bard were discussed.

Keynote speaker Andrew Bruce Smith, is an AI public relations and communications technologist with over three decades of experience developing communications programmes for major brands such as IBM and Apple. He has consulted for NATO, the UK Department of Environment, the NHS in the UK, Specsavers, Sky, Jaguar Land Rover, Disney and others. He is a Fellow of the UK Chartered Institute of Public Relations and Chair of its AI in PR advisory panel.

Earlier this year he co-authored a report on AI tools and their impact on public relations work and is regarded as one of the leading experts on this topic.

"Artificial Intelligence is not just a tool, it's a game-changer for the communications industry,” says Smith. “It's crucial to understand both the opportunities and challenges it presents.”

“AI has the potential to revolutionise how we communicate, enhancing creativity and productivity, but it also raises important ethical and legal considerations. As communicators, we must be at the forefront of this change, guiding brands and organisations through the AI evolution responsibly and effectively.”

During his presentation Smith looked at the longer-term strategic considerations for public relations practitioners including on jobs and skills, and further likely developments in artificial intelligence.

“It’s important our members, who advise their own and client organisations on corporate reputation and brand development, are not just skilled in the application of AI as a productivity aid and capable of advising on security, privacy and disinformation threats, but that they are actively guardians of public trust in what they see, read and hear,” said PRII CEO Dr Martina Byrne.

Hosted at the ESB Headquarters in Dublin, the event was part of the PRII 70th anniversary celebrations. The ESB was the first organisation in Ireland to employ a public relations officer and that PRO, Ned Lawler, went on to co-found the PRII seventy years ago this year.

(LtoR: Keynote Speaker Andrew Bruce Smith with PRII President David Geary)