Sensemaking AI

Sensemaking AI brings together the perspectives of women working at the forefront of AI, public relations and communication.
In this growing collection of short conversations, contributors explore what AI can do, what it should do, what it should never do, and how we can lead responsible adoption for societal good. This living collection reflects diverse perspectives from around the world as the technology, our understanding of it, and our wisdom in deployment evolves.

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Responsible insights
Clear thinking

Artificial intelligence has changed how we live, how we work and how we interact with one another - all at remarkable speed. Every week brings another model, another platform, another breakthrough and another promise of transformation but not so much in the way of regulation. Much of the conversation is dominated by capability: faster models, smarter tools, greater productivity and ever more ambitious claims about what AI can do and why you should get on with it right now.

Yet our work has always been about far more than technology. It is about people, relationships, trust, judgement and the societal consequences of the choices we make.
As AI becomes embedded in every aspect of professional practice, another conversation deserves greater attention. It is a conversation about ethics, governance, transparency, accountability, inclusion, trust and the wider societal impact of the decisions we make today and allow artificial intelligence to make tomorrow.

Across organisations, countries and cultures, common themes continue to emerge. Women working at the forefront of AI in public relations and communication consistently return to questions of responsibility, reducing harm, protecting relationships and ensuring that innovation serves people rather than the other way around. These perspectives are thoughtful, practical and grounded in professional experience, yet they are too often overshadowed by a public conversation increasingly dominated by those building, selling and promoting the technology which is largely held in private hands.

Sensemaking AI hopes to redress that balance.

This collection amplifies the voices of women who are helping to shape AI in society, politics, economics, public relations and communication around the world. They are researchers, practitioners, educators, strategists and leaders. Through short video conversations, they share their insights, experiences, concerns and aspirations for the future of our world and our existence in the data sphere.

This is not a campaign against AI nor is it brimming with shiny tools - although practical applications will inevitably be discussed. It collates perspectives from people asking better questions about how AI should be developed, governed and applied and how we can lead away from harm towards responsible, equitable adoption.

New voices and new conversations will be added over time, creating an evolving resource that reflects both the pace of technological change and the enduring importance of human judgement.
August Edition

Lead the Conversation

Our August conversation was wide-ranging, covering the impact of AI on identity, society, health care and health workers. We discuss the need to step back and look beyond the technology, directing our attention to the ways in which AI has altered decision-making and contributed to disadvantage - and more besides.

Wherever you are on your AI journey - there's food for thought and some insightful perspectives in our leading conversation on the long view for AI.

In conversation this month were Catherine Arrow, Elif Güvençer. Sonya Cullington and Yasmine Triana.
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Access to the conversations and contributions in Sensemaking AI is free - register below

To view the videos and resources you need to create a free account or sign in with your existing account to the PR Knowledge Hub Learning Centre. Once signed in, you will have free access to this growing collection and all future additions.

Voices and Perspectives - AI in PR

 Elif Güvençer

AI is not just changing how information is distributed. It is changing how organisations are interpreted. My read on what that means for communications- how reputation now gets built and lost inside AI systems, and why the function that guards coherence is missing from the rooms governing it. It ends with the question I'd put to anyone leading comms, in house or agency: are both of your clocks running?

Rachel Gilley

 We already know that the AI and the way it's been developed contains bias. It already suggests and associates men with leadership roles and women with caring roles. Technology this powerful, shaped without women, learning without women, is a technology that by design is going to get women wrong. So this is a rallying cry because we don't want to get pushed out because this is our technology too.

Ana Pista

 I serve as the president of the Public Relations Society of the Philippines, PRSP where I champion our advocacy to steward the story. Here we promote trust, ethics, and excellence while driving our mission of professionalising the profession.

Catherine Arrow

 We're relationship builders. We're sense makers and advisors, advocates and guardians of licence to operate. That gives us a particular responsibility when AI is being introduced into our organisations. We need to help leaders understand that AI is not just a tool choice, it's a governance choice, it's a relationship choice, and it's a trust choice with public consequences.

Kerry Knight

 Like PR, AI carries an organisation's voice into the world. It shapes perception and creates reputation exposure that lands on leadership regardless of who or what produced the output. The dynamics are identical. Trust is currency. Reputation built slowly and lost at speed. PR governs that. Right now, who's governing AI?

Dr. N. Nurlaela Arief

Responsible AI is not simply about efficiency or capability, but about protecting credibility, applying professional judgement and ensuring technology is guided by human-centred values, conscience and context.

Yasmine Triana

I think it's important for women to come together and knowledge share and to say, it's okay if you don't know

Sonya Cullington

Everyone's watching what AI is doing to the output. I watch what it's doing to the people producing it. Sustained use changes how communicators notice, weigh and decide, and most of us don't clock it until something we'd normally catch slips through. Confident use of these tools isn't the same as competent use, and the gap between the two is where reputations come apart. Governance matters. Trust matters. None of it holds if the judgement underneath has gone soft.