As Artificial Intelligence (AI) continues to grow in relevance, it is becoming a hot topic in discussions among individuals and companies worldwide. 

Recognising this trend, our sister company, A Data Pro, recently hosted a panel discussion to explore the fine line between Artificial Intelligence and Absolute Intelligence in public relations (PR). The event focused on mastering AI tools, understanding their impact on PR, and delving into the latest industry trends.

Moderated by Sirma Penkova, a journalist at, the discussion brought together leading experts, including one of ours:

  1. Nesin Veli, Products & Services Manager at Identrics
  2. Johna Burke, Global Managing Director at AMEC
  3. Alexander Hristov, Chairman at BAPRA

Opening remarks and AI insights

Johna Burke opened the discussion with a brief yet engaging speech, announcing the upcoming 2024 AMEC Global Summit in Sofia, Bulgaria, from May 21st through 23rd. She expressed gratitude to A Data Pro, the headline sponsor, and other key contributors, like Identrics, for making the event possible. 

Burke invited everyone to the summit, promising a lively event with a touch of humour, adding a promise to everyone attending, 

“Ain’t no party like an AMEC party.”

Johna Burke, Managing Director at AMEC

Penkova took over as moderator, setting the stage with a unique challenge: she revealed that one of her questions to each panellist was AI-generated, daring the audience to guess which one. 

Her creative approach piqued everyone’s interest and laid the foundations for engaging discussions about AI in PR.

The fine line between absolute and artificial intelligence (AI)

The focus of the discussion was on AI’s role in modern public relations. The panellists addressed several critical questions, discussing significant AI trends impacting PR, such as automating routine tasks and analysing large volumes of data.

However, the conversation did not stay at the technical level only. It touched upon ethical and compliance issues, crisis management, and the emotional aspects of AI analysis. 

Here are some of the key exchanges that took place during the panel:

Q: How can one ensure that the content generated or processed by AI is safe, compliant, and ethical?

A: Johna Burke explained that one of the current challenges is that there are no clear indicators ensuring AI operates with wholly ethical data, compliance, and copyright. She suggested that the industry might eventually find a solution, perhaps involving a system of renumeration for the data that AI uses.

Q: How can AI help with PR crisis management?

A: Alexander Hristov noted that AI could enhance early detection and manage public opinion during a crisis, offering valuable insights and early warning signals. However, he stressed that human oversight remains crucial, especially when dealing with emotional aspects. This emphasises that while AI can automate certain tasks, the human touch is irreplaceable in critical moments.

Q: Can AI be developed to analyse not just quantitative data but also emotional aspects?

A: Nesin Veli clarified that the industry has been working on this challenge for some time, with progress being made. He pointed out that large language models (LLMs) are now capable of tracking emotions in text, enabling companies like ours to create hate speech detection models, which can be highly customised to meet specific client needs. Nesin emphasised that AI should empower humans to make decisions rather than automate the entire decision-making process. He expressed optimism about the future, expecting continued advancements in this area.

The $250 dilemma: Practical advice for PR professionals

To add a practical perspective, Sirma Penkova posed a question about budgeting: 

“If you had a budget of $250, how would you invest it—a year of paid subscription for an AI tool or a trainee for your company?”

This question sparked a lively discussion among the panellists, offering real-world insights into AI’s role in PR. Nesin opted for the trainee, viewing it as a valuable asset that appreciates exponentially over time.

But that was not the only practical dilemma that the panellists had to solve during the discussion. 

They were asked about their practical input on what skill AI had successfully replaced for them effectively. 

  • Alexander Hristov admitted he couldn’t find one yet, 
  • Johna Burke shared that her hopes are high for typing, and 
  • Nesin mentioned that AI is a great friend when facing the fear of a blank page, a sentiment that received supportive applause from the audience.

The final remarks from Johna and Nesin highlighted the consensus that AI is reshaping the PR landscape, with both agreeing, 

“We can’t put that genie back in the bottle.”

Nesin Veli, Products & Services Manager at Identrics

Addressing AI and fake news concerns

After the panel discussion, the audience took the opportunity to ask questions about AI’s broader implications, focusing on the risks of fake news generation and distribution. This led to a lively exchange of ideas and opinions on how AI might contribute to the spread of misinformation and the steps needed to mitigate this risk.

The panellists shared their insights on the issue, acknowledging that while AI has the potential to generate and spread fake news, it also offers tools to detect and combat it. 

Nesin emphasised the importance of educating people about AI, not only to understand its benefits but also to recognise its misuse and potential threats. To that, the panellists agreed that one of the most effective ways to address fake news is through public awareness and education about AI, ensuring people are equipped to distinguish between genuine and misleading information.

⚡Want to learn more about AI in PR?

If you are interested in learning more about how AI can help automate your PR processes and increase your output, we would love to hear from you. 

Contact us today to discuss how our services can enhance your PR strategy and keep you ahead in this rapidly evolving field.