The landscape of public relations is undergoing a rapid digital transformation, with artificial intelligence (AI) now playing a central role in how professionals research, write, and connect with audiences worldwide.
This evolution took center stage during the two-day workshop titled “Succeed by Mastering artificial intelligence for PR and Communications,” which was held for two consecutive days (on May 15 and 16), at La Fuerza Plaza 2, Makati and via Zoom.
The event was hosted by the ACE in collaboration with Ardent Communications (ArdentComm), the School of Communications & Reputation (SCoRe), and LSPR-Jakarta.
Led by Hemant Gaule, the event explored how artificial intelligence can simplify and significantly enhance PR workflows — while also raising important questions around ethics, transparency, and oversight.
Gaule emphasized a key message: Artificial intelligence should be treated like an intern — highly capable but requiring training, structure, and continuous feedback. “Imagine hiring a brilliant intern,” he said. “They need guidance and supervision to produce meaningful work. It functions the same way and should never be left unsupervised.”
AI tools that transform workflows
Attendees were introduced to several cutting-edge tools like Claude, which is used to mimic brand voice and generate consistent, on-message content across press releases, social media platforms, blogs, and more. Meanwhile, tools like Consensus.app and Perplexity demonstrated how artificial intelligence can assist with research by quickly providing reliable data, statistics, and background information to support PR narratives and media pitches.
For content development, ChatGPT was highlighted as a versatile and indispensable tool. With carefully crafted prompts, it can generate creative campaign ideas, outline or structure presentations, draft speeches, or even simulate interview scenarios to prepare spokespeople.
Gaule encouraged participants to assign clear roles to artificial intelligence — using prompts such as “act like a PR strategist” or “explain this to a student” — to get more relevant, nuanced, and tailored outputs.
Hemant Gaule discusses the various digital tools that PR and communications professionals can use
Multimodal AI tools such as Google Studios revealed how artificial intelligence can also assist in producing avatars, videos, animations, and other digital assets, making campaigns more engaging, dynamic, and human-like.
Creating engaging content with artificial intelligence
Gaule also recommended several resources for ongoing learning and exploration, including newsletters like Future Tools IO; free courses from academy.openai.com and Deeplearning.ai; and advanced platforms such as Hugging Face and Google Studios.
One highlight was the live demonstration of Manus, a tool designed to automate sentiment analysis from media coverage — allowing PR teams to identify emerging trends and audience perceptions in minutes rather than hours or days.
Additionally, participants explored Excel and Word extensions that integrate ChatGPT directly into daily work platforms, streamlining content creation and editing without switching apps.
Balancing efficiency with ethics
While artificial intelligence brings tremendous efficiency and innovation to PR work, Gaule reminded attendees of its limitations and potential pitfalls. “It can hallucinate, fabricate facts, or reinforce unconscious biases,” he cautioned. “That’s why human oversight, ethical awareness, and critical thinking remain absolutely essential to maintain credibility and trust.”
Hemant Gaule, Ana Pista (CEO of ACE and CEO of Ardent Communications), and workshop participants pose for a photo.
Concerns around misinformation, data privacy, and preserving the human touch in messaging were discussed extensively throughout the sessions.
Gaule urged PR professionals to see artificial intelligence not as a replacement but as a powerful support system — freeing up time for strategic thinking, creativity, and relationship-building.
“Artificial intelligence tools will take away time-consuming tasks, but not your job,” he said. “But if you don’t learn to use it, someone (else) who does might take your place.”
Leading the future of PR with intelligence and integrity
The event served as both a wake-up call and a strategic roadmap for communication professionals navigating the fast-evolving era of artificial intelligence. Thanks to Hemant Gaule’s expert insights and practical demonstrations, the future of public relations looks not just faster, but undeniably smarter.
Hemant Gaule, Ana Pista of Ardent Communications, and workshop participants pose for a photo holding their certificates
The latest ACE workshop did more than introduce new tools — it reshaped how PR professionals think about their role in a rapidly evolving digital landscape.
By blending practical strategies with ethical considerations, the event empowered attendees to harness artificial intelligence not just for spee, but for smarter, more strategic communication.
As artificial intelligence continues to transform the industry, one message was clear: those who lead with both intelligence and integrity will define the future of public relations.
For updates and future ACE workshop schedules, check out www.centreofexcellence.ai.
