The African Public Relations Association (APRA) has called on its members to leverage Artificial Intelligence (AI) tools and associated technologies for insights towards transformation of lives, the PR industry and contemporary life, with a caveat for ethical and responsible use of AI.
The African Public Relations Association has called on its members to leverage Artificial Intelligence tools and associated technologies for insights towards transformation of lives, the PR industry and contemporary life, with a caveat for ethical and responsible use of AI. This advice came in a message sent to members of the continental body by its president, Mr. Arik Karani.
The president stated that communication, analyses and strategies in PR such as “sentiment analysis, predictive analytics, automated content creation” are spheres where AI enhances the human agency and capabilities of the public relations practitioners and bolsters capacity for improvement in crisis communication, brand and stakeholder relationship management and otherwise complex issues. In sounding a note of caution in AI utilisation, Mr.
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