Strana 7
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2. AI IS A TOOL, AI IS A TOOL,
NOT A THREATNOT A THREAT
Artificial intelligence, combined with human creativity, can take
communication to the next level. It can remove barriers, launch new
business models, and transform the entire communication management
process into a single, intelligent, interconnected whole. Where routine tasks
used to waste time and energy, AI can free up space for truly strategic and
creative thinking.
At professional debates, there
is a clear call not to view AI as
an adversary, but as an ally.
The task of PR professionals
is no longer to explain why
AI should be feared, but
rather to demonstrate its
practical benefits. Artificial
intelligence is becoming an
invaluable partner, as it can
help understand audiences,
model scenarios, and test
communication strategies
to strategically integrate it
into their daily practice. Such
teams can already achieve a
several-fold acceleration of
processes, improve analytical
outputs, and strengthened
strategic consulting. When
used correctly, AI becomes
a powerful multiplier of
professional competencies,
not a competitor.
before they are put into
practice. It is therefore
essential for professionals to
master this technology if they
want to remain competitive.
For communication, it
represents something that
could be compared to the
industrial revolution. It will
bring the greatest value to
those agencies that are able
not only to test it, but also