Communications professionals discuss issues affecting their sector on the second and last day of the 32nd National PR Congress in Quezon City on Friday (Sept. 12, 2025). Among the main topics of the event are the use of artificial intelligence.
While artificial intelligence (AI) is rapidly transforming the communications landscape, seasoned practitioners warn that it must remain a supportive tool—not a substitute—for authentic, human-centered storytelling.
Speaking at the 32nd National Public Relations (PR) Congress in Quezon City, Norman Agatep, chair and chief executive officer of Grupo Agatep and chair of this year’s PR Congress, underscored that “the real value of communication lies in its humanity.”
“AI can make our work faster—research, drafting, generating copy—but it can never replicate the heart of a message,” Agatep said in an interview on the sidelines of the congress. “The more mature PR professionals are still trying to find ways to use AI merely as a tool. The younger ones may lean on it more heavily, but what makes your story truly distinct is when you inject yourself into it.”
Agatep emphasized that while AI can produce grammatically correct and data-driven content, it is human insight and empathy that transform communication from mere information to meaningful connection. “The more that you inject your humanity into your content, the more differentiated it will be from everything else that AI can churn out,” he noted.
AI as an early-warning system in reputation management
Beyond content creation, communications leaders at the congress also explored AI’s emerging role as a predictive tool in reputational and crisis management—a domain where human judgment remains indispensable but can be greatly enhanced by machine intelligence.
AI-powered sentiment analysis tools can now scan millions of social media posts, news articles, and online conversations in real time to detect shifts in public perception before they become full-blown crises. These systems use natural language processing to flag potentially harmful narratives, misinformation, or stakeholder dissatisfaction at their earliest stages, giving companies a chance to intervene quickly.
Predictive analytics can also map historical crises, track reputational risk indicators, and forecast the likely impact of specific events—such as product recalls, executive controversies, or policy changes—on public trust. This data allows communicators to prepare proactive response strategies, simulate different scenarios, and equip executives with talking points well before a reputational storm hits.
“AI can be a powerful radar, but it should never be the pilot,” one panelist remarked. “It can tell you where the turbulence is forming, but only experienced communicators can decide how to navigate it.”
Balancing innovation with ethics
Agatep revealed that the PR Congress is considering the creation of a sector-wide code of ethics to guide the responsible use of AI in communications. Such a framework would promote transparency in AI-generated content, safeguard authenticity, and ensure that technology does not erode trust between organizations and their audiences.
“AI can help us predict and prevent crises, but only if we use it responsibly,” Agatep said. “At the end of the day, reputation is built on trust—and trust is something only humans can truly earn.”
As PR practitioners embrace technological advances, the message from industry leaders is clear: AI can amplify communication, but only humanity can make it matter.
