Experts Warn AI Cannot Replace Human Judgment in PR

During a session organized by the Public Relations Consult Association in Nigeria, industry leaders examined the growing influence of artificial intelligence (AI) in communication. Karl H.

Chler, Chief Executive Officer of Burson Africa, emphasized that while AI can transform communication at speed and scale, it cannot replace human judgment essential for building trust. He noted that AI currently contributes to about 30% of communication tasks, with 70% still driven by human creativity and judgment.

Chler illustrated this with a case study from South Africa, where AI was used to create a comprehensive stakeholder map for crisis communication, significantly reducing the timeframe for analysis. However, he warned that reliance on AI could erode trust, especially in high-stakes situations, as audiences become skeptical of AI-generated content.

Tomiwa Aladekomo, Chief Executive Officer of TechCab, discussed how digital platforms and algorithms amplify narratives, stressing the need for organizations to adapt their communication strategies in response to the rapid changes brought by AI.