…Public relations experts warn that upcoming version called Artificial Super intelligence (ASI) may be a threat to humanity
A masterclass in Port Harcourt on Artificial Intelligence (AI) and Public Relations got to a point of fear and apprehension. Experts revealed that AI is developing in stages and may get to a point of threat to humanity.
Some of the experts pointed to the disruptions already going on in many fields and a Public Relations practitioner said the newsroom is shrinking and it is never like before, and it will never be like before.
Lawrence Bekwele Dike, secretary of the Professional Development Committee (PDC) of Rivers State Chapter of the Nigerian Institute of Public Relations (NIPR), said we even have more influencers outside the newsroom. “You now have more breaking news from AI than from the newsroom. I even pity the traditional media. They seem to seek synergy. AI has come to disrupt the newsroom, to disrupt the normal way of doing things. The entire media is affected, journalists, Public Relations practitioners, marketing people, AI is here to disrupt it. Let’s begin to train and upscale our skills.”
He noted that the more one tried to get one’s hands around one form of AI, another form is developing. “So, continue to train and retrain. Continue to belong and increase your capacity.”
Leading the conversation:
Leading the conversation, Michael Adande, who works in SPDC (now Renaissance Africa) public affairs division, and a seasoned media and public relations expert with deep study in AI, showed the evolution of AI and how a new version still in research stage known as Artificial Super Intelligence (ASI) is capable of turning round to decide the fate of man, and could terminate any man it deems not fit to exist.
He began by warning that; “You either move with it or it moves you.” He gave google definition of AI as set of technologies that enable computers (including phones) to read and understand. “So, AI is now in your palm, not the mainframe that use to be huge in one room alone. AI thus is interplay of humans and machines.
He said a masterclass is teaching by an expert to talented students, but he chose to be a class leader on the day because the class was filled with legends in the practice such as Bobo Brown (of SPDC those days), Josy Nkwocha of Indorama Nigeria, Francis Asuk, Karibi George, etc.
Adande put the focus on ‘Impact of AI on Public Relations’ and asked, “Is there an interplay in the first place? Is AI impacting on Public Relations practice, or is Public Relations impacting on AI? The class has to interrogate this.”
He attracted some heat when he defined Public Relations from google as “Strategic communication process that builds mutual benefits. Two persons challenged it and one said its not a process but management of stakeholder groups. The class was getting hotter.
Adande ran to the history of AI and calm returned. He said it was born in 1956. “The difference between computer and AI is intelligence. AI system has ability to learn from experience and solve problems. This ends the notion of garbage in, garbage out because AI-enabled computer will reject wrong information and show you what is right.”
The jovial fellow touched on AI evolution from ANI to AGI to ASI. He said ANI is Artificial Narrow Intelligence: It has ability in only narrow fields of intelligence and can even play a game such as scrabble with you. AGI is Artificial General Intelligence: This is so advanced that it can teach you how to drive a car. This tech is still in progress. Then, ASI, Artificial Super Intelligence: Any computer that exceeds man’s intelligence is a marvel and serious business. It is still at science fiction level, he said. He said it operates like the ‘Terminator’. This is being feared by humans because it may change the way the world operates.
He painted the Matrix scenario of when machines will decide who lives and does not; when machines will say they don’t want man and will eliminate any man they consider weak or unfit to live.
Read also: Artificial intelligence (AI): Angel or Devil
AI in Public Relations:
Delving into the crux of the class, he gave his opinion to show how the profession can be enhanced by AI and the need for practitioners to be on top of the AI revolution instead of being swept by the wayside.
Adande gave its benefits and sword edges, saying AI can also be your extended brain. It can make some kids lazy and make some persons never able to operate without computer (phone, AI). He said computer gets better with what you feed into it. It can create high level of dependency in humans. It also makes tasks better, faster, and cheaper.
In the oil industry, he said, seabed drilling is now easy unlike in the past when you needed to send somebody to the bottom of the sea. Now, a machine goes for you. He said pigging (flushing or cleaning pipelines) is now done by AI. He said AI is for the brave.
He mentioned parts of the Public Relations practice that the professional must master and apply AI to roll, such as stakeholder relations, community relations, government relations, media relations (with social media now breaking the news), brand identity, event management, publications, and funding of the unit.
He showed how AI can help Public Relations managers build scenarios required to prepare the company for next years. He said AI can help the manager do this. “If AI shows it to you, you can then plan with it.”
He said AI tools can tell a manager who read his press statement. “It will help you do due diligence on any partner you want to engage. AI does many things for you so you can focus on the rest.”
Recapping the lecture, Adande told newsmen: “We just discussed the interplay of AI in Public Relations. The real concept is to ask ourselves how does AI (which we cannot ignore) affect Public Relations practice. As you can see, its in every field and the Public Relations field cannot be an exception. So, we are asking ourselves, how do we utilize this and get the best outcome for ourselves, our practice, and for organisations we represent. That is what the discussion is all about. You can’t ignore AI, so you utilize it and get what you want, for governance, for engineering, etc.”
He went on, “In the lecture we discussed the benefits of AI, and how it makes it cheaper to get things done. In journalism, it helps practitioners get access to more news; however, we know there are aspects of AI people are afraid of. We have example of Deepfake where your picture can be used to make you do things you actually did not do. Chairman of chapter and one of the living legends said, people in this area should be vigilant. If you see faking taking place, you use your tools to counter those things. This is because you cannot keep quiet. If you do, the lie becomes the truth, but if you bring out the truth, fake flees.”
Jossy Nkwocha:
Nkwocha, the chairman, Professional Development Committee, did a summary of the paper and said it has exposed the NIPR members to many aspects. “ASI is a big worry because it can take over many things. AI can be a tool and a weapon.”
Francis Asuk, state chairman:
Masterclass is to retrain practitioners on the capacity and possibilities of AI, and the need for us as practitioners to have a hands-on in the new tech that is very impactful on Public Relations.
As you saw from the masterclass, AI can affect every part of relationship-building and indeed communications management. It is the in-thing now and no practitioner can afford to ignore it. They must know how to use it because it will make one’s work easier and better.
Dike Bekwele: Secretary, Professional Development Committee
That is sentiment analysis which we need to track, plus media tracking. We have also seen that it is going to be prescriptive because we have seen that different types of AI perform different functions. It is unfortunate that the level of literacy and knowledge of AI among practitioners is indeed very worrisome.
Today’s lecture provided the opportunity and awareness of members to begin to increase capacity with AI in the practice. AI has come to disrupt the newsroom and the media.
Conclusion:
Move with AI or AI will move you. Flow with the tide and learn how to ride the tiger by the tail, else, you find yourself in the womb of AI’s tide.
