PRII Conference Puts Humans at Center of AI Communications Strategy
The Public Relations Institute of Ireland held its annual conference at Croke Park on Thursday, examining how communications leaders should position themselves between technology and human judgment as AI tools proliferate in the industry.
The conference, themed "Human After All," featured keynote speaker Stuart Bruce, co-CEO of Purposeful Relations, who addressed why AI has become a communications stakeholder. Multiple panel discussions and case studies followed, focusing on practical applications rather than theoretical frameworks.
What Communications Professionals Discussed
A panel on communicating in complex digital environments included Adebola Olomo (CEO, Zent AI Labs), James Dunny (founder and CEO, Reput8ion Dynamics), and Ciarán O'Connor (senior analyst, Institute for Strategic Dialogue). The discussion centered on how humans maintain credibility and effectiveness when digital tools shape message distribution.
Core Research presented findings on how humans, not algorithms, ultimately shape culture. The presentation addressed a core concern for communications teams: understanding which decisions require human judgment and which can be delegated to automated systems.
A second panel on employment and skills in the AI age included Sonia Harris Pope (founder, Harris PR), Madeline Boughton (assistant professor, DCU), Maria Souza (head of human experiences and innovation, Future of Work Institute - Cpl Group), and Robert Farrell (head of training and development, PRII). The discussion examined how PR roles are shifting and what skills professionals need.
Real-World Applications
Bohemian Football Club's Dan Lambert presented a case study on amplifying humanity through communications strategy. The HSE's Muiriosa Ryan discussed the role of human creators in digital marketing.
Journalist and filmmaker Mike Sheridan discussed his documentary on culture war exportation, connecting media amplification to communications strategy.
Neil Sands, founder of Halo, closed the conference with a presentation on AI and the business of hate-addressing how platforms and algorithms can accelerate harmful content.
The conference was supported by Truehawk Media, Business Plus, Muck Rack, and charity exhibitors BelongTo, Dublin Simon, and Shine.
For communications professionals looking to understand AI applications in PR and communications, the conference reinforced that technology adoption requires clarity about where human expertise remains irreplaceable.
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