If AI now stands for 'additional income' what does it mean for PR?
Think you know what AI means? In a fast-changing world it might be time to think again and learn this new language.
AI is no longer just a tool for communicators; it is a new language. Learning it may be the difference between staying relevant and unlocking entirely new value.
During a recent conference on AI and technology, I heard the chairman of the Asian-Oceanian Computing Industry Organization (ASOCIO) Stan Singh-Jit speak about the impact of this “new era’s artificial brain” on global development. He asked a simple question: “What do you think AI stands for?” At first, I found it almost unnecessary because surely everyone in the room knew the answer was artificial intelligence. But then he offered another interpretation: additional income.
At the time, it felt like a clever rhetorical device. But as a PR student currently studying contemporary practice – and observing how quickly AI is reshaping our field - I’ve come to realise that this idea is not just memorable, it’s meaningful. That realisation was reinforced during a panel discussion I attended at Leeds Beckett University, hosted by my lecturer [and CIPR member] Teela Clayton, titled Will AI save the world?
As a PR student, being part of that conversation felt like standing at the intersection between theory and industry reality. The panel brought together practitioners and academics working at the forefront of communication, and what struck me most was not just the opportunities AI presents but the tensions it creates.
One idea stayed with me: the growing tension between automation and human expertise. If one person, supported by AI, can now manage an entire social media ecosystem, does that represent empowerment or the quiet erosion of what makes communication human?
The panellists offered a clear perspective. AI should not be treated as a tool, but as a collaborator. But collaboration comes with responsibility. The real challenge is not whether AI can produce content, but whether we can ensure that communication remains thoughtful, ethical, and genuinely human.
Learn AI as a new language
One of the most useful ways I’ve started to think about AI is as a new language. During globalisation, learning foreign languages became essential for anyone who wanted to work across borders. Now, the AI era is creating a similar shift.
Increasingly, we are seeing scenarios where one person, supported by AI tools, can manage an entire content or social media ecosystem.
That sounds like efficiency, but it also raises an uncomfortable question: if AI can do more, what exactly is left for us as communicators? Learning AI, therefore, is not just about mastering tools. It requires a shift in mindset. Just as language learning goes beyond vocabulary and grammar to understanding culture, working with AI demands new attitudes and capabilities, particularly critical thinking, empathy, and the ability to interpret human meaning.
In this sense, AI is not just a tool. It is a collaborator. And like any collaboration, it only works if we understand both its strengths and its limitations. Another insight from the panel that stayed with me is that while AI can replicate structure and tone, it often lacks something more subtle – voice, empathy, and genuine perspective. The risk is not that AI becomes too human, but that, in relying on it too heavily, we stop being human enough in our communication.
PR role in the AI future
This shift is not unique to PR. In education, AI can now provide instant access to knowledge, which challenges the traditional role of teachers as knowledge transmitters. Instead, their role is evolving towards fostering curiosity and critical thinking. In healthcare, AI supports early diagnosis and monitoring, but final decisions still rely on human professionals.
Across these contexts, a pattern emerges: AI handles data, but humans remain responsible for judgement. For me, this is where the future of PR becomes clearer. As AI increasingly takes over content production, the value of communicators will no longer lie in producing more content but in interpreting meaning, asking better questions, and ensuring that communication remains grounded in human values. Those who rely purely on formulas may find themselves replaceable. But those who bring independent thinking, ethical judgement, and a clear understanding of people will become more valuable than ever. In that sense, the role of PR is not being diminished. It is being redefined.
Moreover, because AI systems are built on incomplete or biased data, then the communications they produce may fail to represent diverse publics, making the role of PR in safeguarding fairness and representation even more critical.
For PR practitioners – and especially for those of us entering the field – AI does not signal the end of our role. If anything, it forces us to rethink it. We are no longer just content creators. We are becoming strategic interpreters, responsible for bridging technology and human understanding.
So perhaps AI can mean “additional income”. But only for those who are willing to learn its language and, more importantly, who choose not to lose their own voice in the process.
Khanh ‘Kelly’ Linh is studying a master's in public relations and strategic communication at Leeds Beckett University.
Further reading
How PR pros can maximise visibility for their clients in an age of AI
From Claude to Perplexity, the changing role of answer engines in PR