By Adeola Shittu
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| L-R: Adetola Odusote, Chairman, PRCAN Education Sub-Committee; Dr Nkechi Alli-Balogun Chairman PRCAN Executive Council; Hassan Abdul, Secretary General PRCAN, and Sir Semore Badejo, Member, PRCAN Education Sub-Committee today at the maiden edition of PRCAN Knowledge Hub, held at The Marriott Hotel, GRA Ikeja, Lagos. |
As artificial intelligence reshapes industries worldwide, communication professionals face a critical question: how much of their work should be entrusted to machines?
At a Knowledge Hub session organised by the Public Relations Consultants Association of Nigeria (PRCAN) in Lagos, industry leaders tackled this issue head-on, exploring AI’s growing influence on storytelling, media intelligence, and reputation management. The conclusion was clear: AI can accelerate operations, but trust remains a human responsibility.
Chief Executive Officer of Burson Africa, Karl Hæchler, warned of the “over-automation risk” in modern communications. Speaking on AI-Driven Strategic Communication: Mastering Algorithmic Disruption and Digital Volatility, he emphasised that AI’s role must be controlled and deliberate.
“AI should not be doing all the work,” Hæchler said. “At best, it should account for about 30 per cent, while 70 per cent must still be driven by human thinking, judgment, and creativity.”
AI tools are increasingly automating routine tasks—from drafting press releases to analysing audience sentiment and mapping stakeholders. What once took days can now be done in hours.
Hæchler shared a South African case study where AI generated a stakeholder map and crisis communication plan at unprecedented speed. The system processed large data volumes, identified key actors, and created tailored messaging frameworks for executives, regulators, employees, and investors.
“But AI does not provide judgment,” Hæchler noted. “It lacks nuance, context, and emotional intelligence—the very elements that build trust.”
Experts highlighted the “authenticity gap,” the widening disconnect between AI-generated content and audience expectations. As AI-produced text, images, and videos proliferate, scepticism grows.
“Everyone can tell when content is purely AI-generated,” Hæchler said. “It lacks the human tone and awareness that people expect, especially in crisis communication.”
This is critical in an era of deepfakes and manipulated narratives, where authenticity becomes a brand differentiator.
Tomiwa Aladekomo, CEO of TechCabal, discussed AI’s role in accelerating misinformation. During Rewriting the PR Playbook: AI-Driven Storytelling, Media Intelligence and Reputation Management, he observed that crises now escalate within hours, often amplified by fabricated images and false narratives online.
“In the past, you had time to respond,” Aladekomo explained. “Now, narratives form almost instantly, sometimes with fake evidence supporting them.”
This environment demands a shift from reactive to predictive communication strategies.
AI is also reshaping information analysis. Tools now track conversations, assess sentiment, and flag emerging risks. Yet, Hæchler emphasised, “Data is only useful if you understand what it means.” Professionals must interpret insights, ask critical questions, and avoid blind reliance on AI.
The session underscored data security concerns. Hæchler warned against using free AI platforms for sensitive work, highlighting risks of breaches and confidentiality violations. Secure, enterprise-grade tools are essential.
While entry-level roles may evolve, Hæchler reassured that AI augments rather than replaces humans. “If you’re not using AI, you’re not even on the table,” he said. But real advantage comes from integrating AI without losing critical thinking.
Emerging from the discussion is a hybrid model where:
- AI manages speed, scale, and data processing
- Humans provide judgment, creativity, and trust
Aladekomo stressed multi-platform storytelling, blending video, social media, and experiential content. In an increasingly artificial environment, audiences seek content that feels real and relatable.
Hæchler articulated the 30:70 principle: 30 per cent AI, 70 per cent human. This balance recognises AI’s strengths while preserving human oversight at the heart of communication strategy.
The session concluded with a vital takeaway: in an age of automation and algorithms, trust cannot be generated by machines. It must be deliberately built through human insight, consistency, and authenticity.