Introduction and overview

0:00 foreign so uh welcome everybody uh my name is Aaron quidkin I am a founder and CEO of a company called profit I'll get into that in a little bit I also run um the comms Tech Cloud for stagwell I'm here from One World Trade Center in New York City it's morning for me I woke up very very early for you guys that's how much I care about the topic and about our community the haze you see is from the wildfires in Quebec they've been so generous to send their smoke our way and I'm joined by sir I'm gonna I'm gonna just Knight you now Stuart Sir Stuart Bruce who joins us from Leeds in the UK PR futurist co-founder of purposeful relations and also founder and CEO of Stuart Bruce Associates um we purposely titled this webinar uh Communications engineering almost everything you need to know about artificial intelligence and Communications the almost is very important because we could probably talk about this for hours and we're still kind of early days it is moving very very quickly

1:11 um I think I'm speaking on behalf of both myself and uh and Bruce I'm sorry and Stewart in that you are I think fortunate in that you have two practitioners that have multi-decades of experience not just in PR but also have a great passion for all things technology Ai and comes we're going to cover a couple of things today what exactly is AI how is it being used both generative and predictive I'm going to cover off on that what is a prompt engineer what are prompts um legal and ethical considerations and ultimately and probably most importantly or consequentially what type of impact will AI have on our field today and in the future in in multiple aspects we're going to break this down into uh two different kind of or three sections if you will we have about an hour um the first is you know Stuart you know uh we agreed is going to handle all the really really difficult questions um more about the consequences how it's being used things we need to consider I'm happy to chime in on that as well um I'm going to go through kind of an explainer uh breaking it down for some of you you probably know this for others

2:22 you might not so I'm going to break down what is uh generative AI what is predictive AI how does it work large language models things like that in very very simple terms and then we're going to open it up to questions everybody here has the ability to unmute themselves when we get to questions you can feel free to put it into the chat we'll monitor that but you can also uh just raise your hand use the emoji to raise your hand we'll try to get to you um having done many many many of these over the last couple of years actually I can tell you that we're going to run out of time we're going to have more questions than we do have to do that's perfectly fine maybe we'll do a part two one day I'm not sure for those of you who are not part of the world Communications Forum Association it is technically headquartered in Davao

3:09 Switzerland it's an international organization and the goal is to promote enhance the standards of comms and public relations globally it's a platform for all of us professionals practitioners academics industry leaders to basically do what we're doing today exchange ideas discuss latest trends challenges and opportunities in the field uh Stuart um the um when he uh presents his few slides at the end will also address a few opportunities and a few programs that the world Communications forums Association has upcoming so uh I will now pass it over to my friend Stuart to take it away and then I'll come back and torture you with some of my slides and then we can have hopefully an incredible open discussion about this really cool