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The keynote speaker for this 32nd International Public Relations Research Symposium will be Marko Grobelnik, a researcher at the AI Lab at the Jožef Stefan Institute and co-founder of the UNESCO International Research Center on Artificial Intelligence.
Grobelnik collaborates extensively with major European academic institutions and leading industry players, including Bloomberg, British Telecom, the European Commission, Microsoft Research, the New York Times, and OECD. As a co-author of several books and co-founder of multiple startups, Grobelnik has contributed to over 100 EU-funded AI research projects. His keynote speech, titled “The Future of Artificial Intelligence and Its Potential Impact on Public Relations,” will delve into how AI advancements might reshape the PR industry.
Abstract: Since 2022, Artificial Intelligence has rapidly gained prominence in the public sphere, with no signs of slowing down. What does the future hold, and what should we anticipate? While we may understand how AI works, we still lack clarity on why it performs so effectively—an insight with important implications. AI’s progress owes much to tremendous computational power, and according to recent predictions (Jensen, CEO of NVIDIA, March 2024), machines are expected to be a million times faster within a decade, allowing systems like today’s ChatGPT to be developed in minutes rather than months. Thus far, we’ve seen AI achieve impressive results in a handful of human skills, such as speech recognition, vision, and simulated text understanding, while many more capabilities remain untapped. How might PR evolve alongside these developments? The field could be redefined as “computational empathy,” applying “world models” and deep insights into human belief systems. With the rise of AI agents, PR professionals may find themselves addressing not only human audiences but also AI-driven systems that disseminate and mediate opinions and beliefs.
This talk will explore key predictions for the future, highlighting shifts that may come sooner than anticipated.
