Quezon city: Artificial intelligence (AI) makes jobs of communications practitioners easier, but experts said it should only be used as a tool and not as a replacement for meaningful work.

According to Philippines News Agency, Norman Agatep, chair and chief executive officer of marketing communications firm Grupo Agatep, emphasized that while AI is a significant aid for research and content writing, communications professionals still need to 'inject the human spirit in their work.' He remarked that mature public relations professionals are exploring ways to use AI as merely a tool, reflecting on insights shared during the 32nd National PR Congress in Quezon City.

Agatep observed that younger professionals tend to use AI extensively. He expressed hope that a collective understanding would emerge, recognizing the importance of personal input in creating unique content. He stressed that the more personal or human elements one injects into their work, the more differentiated it becomes from others relying solely on AI.

Additionally, Agatep, who is also chairing this year's PR Congress, revealed that there is an ongoing study to create a code of ethics for the communications sector, aiming to guide the profession in the responsible use of AI.