Just as you think you have worked out where the AI goalposts are, someone changes the game.

That is the reality practitioners are facing now. The tools are changing, the workplace systems are changing, the risks are changing and the expectations are changing with them. What felt current a few months ago already feels dated. What seemed experimental last year is now being embedded into ordinary working life.

For public relations and communication practitioners, that has serious consequences.

Artificial intelligence is now shaping research, search, content, planning, internal communication, monitoring, reporting, customer interaction, workplace decision-making and organisational reputation. Some practitioners are using AI tools every day. Others are still trying to understand the basics. Many are being asked to work with systems they did not choose, cannot fully see and have not been properly trained to challenge.

This session is designed to bring you up to date and give practitioners a clear, practical look at where AI stands now, what has changed, what is coming next and what it means for public relations and communication work.

We will look at what AI is, what it does, where it is being used, where it causes problems and why practitioners need to be involved in implementation, policy and responsible adoption.

This is not a recycled introduction to AI. It is an essential update for the work we are doing now, the decisions being made around us and the responsibilities practitioners need to step into next.