The digital evolution reshaping PR and the pivotal role that AI plays in this transformation comprised the crux of the recent “Succeed by Mastering AI for PR and Communications” workshop. The two-day event looked into how PR professionals research, write and connect with audiences worldwide, and how they can perform these tasks more efficiently using new technologies and tools.
Led by AI guru Hemant Gaule, the workshop explored how AI can simplify PR tasks and workflows while significantly enhancing them at the same time. The discussions also tackled important questions revolving around ethics, transparency and oversight.
Gaule emphasized a key message: AI should be treated like an intern — highly capable but requiring training, structure and continuous feedback. “Imagine hiring a brilliant intern. They need guidance and supervision to produce meaningful work. AI functions the same way and should never be left unsupervised,” he said.
The two-day workshop was held on May 15 and 16, 2025 at La Fuerza Plaza 2, Makati. Online participants joined over Zoom. It was hosted by the AI Center of Excellence (ACE) in collaboration with Ardent Communications, the School of Communications & Reputation (SCoRe) and LSPR-Jakarta.
Tools that transform work, create engaging content
The workshop introduced attendees to several cutting-edge tools, including Claude.ai that is used to mimic brand voice and generate consistent, on-message content across press releases, social media platforms, blogs and other content types. Consensus.app and Perplexity.ai were also explored to see how AI can assist with research by quickly providing reliable data, statistics and background information to support PR narratives and media pitches.
For content development, ChatGPT was discussed as a versatile and indispensable tool. With carefully crafted prompts, it can generate creative campaign ideas, outline or structure presentations, draft speeches or even simulate interview scenarios to prepare spokespeople.
Participants also explored Excel and Word extensions that integrate ChatGPT directly into daily work platforms, thereby streamlining content creation and editing without having to switch apps.
Gaule encouraged participants to assign clear roles to AI — “act like a PR strategist” or “explain this to a student” — to get more relevant, nuanced and tailored output.
Multimodal AI tools such as Google AI Studios revealed how artificial intelligence can assist in producing avatars, videos, animations and other digital assets, making campaigns more engaging, dynamic and human-like.
Gaule also recommended several resources for ongoing learning and exploration, including newsletters like The Rundown AI, Future Tools IO, and AI Valley; free courses from academy.openai.com and Deeplearning.ai; and advanced platforms such as Hugging Face and Google AI Studios.
One highlight was the live demonstration of Manus, a tool designed to automate sentiment analysis from media coverage. This allows PR teams to identify emerging trends and audience perceptions in minutes rather than hours or days.
Balancing efficiency with ethics
While AI brings tremendous efficiency and innovation to PR work, Gaule reminded attendees of its limitations and potential pitfalls.
“It can hallucinate, fabricate facts or reinforce unconscious biases,” he cautioned. He emphasized that human oversight, ethical awareness and critical thinking remain absolutely essential to maintain credibility and trust.
Concerns around misinformation, data privacy and preserving the “human touch” in messaging were discussed extensively throughout the sessions.
Gaule urged PR professionals to see AI not as a replacement but as a powerful support system — freeing up time for strategic thinking, creativity and relationship-building.
“AI will take away time-consuming tasks, not your job,” he said. “But if you don’t learn to use it, someone who does might take your place.”
Shaping the future of PR with intelligence and integrity
The two-day workshop served as both a wake-up call and a strategic roadmap for PR professionals navigating the fast-evolving AI era. The discussions and demonstrations underscored how with new technologies and tools, PR work can be made not just faster but also undeniably smarter.
Beyond introducing new tools, the “Succeed by Mastering AI for PR and Communications” workshop hope to reshape how PR professionals think about their role in a rapidly evolving digital landscape. By blending practical strategies with ethical considerations, the event empowered attendees to harness AI not just for speed, but also for smarter, more strategic communication.
One takeaway from the workshop is that as artificial intelligence continues to transform the industry, those who lead with both intelligence and integrity will define the future of public relations.
