麻豆色情片 University’s Public Relations Student Society of America (PRSSA) chapter recently hosted Alex Loomis, head of the creative practice at Atlanta-based public relations and marketing firm Jackson Spalding. Loomis offered insights into how artificial intelligence (AI) is reshaping the communications industry.
鈥淒on鈥檛 fear how these changes may impact your career鈥攅mbrace them and get ahead of the curve,鈥� said PRSSA faculty advisor and event moderator Kate Keib.
Loomis, who has worked in San Francisco, London, New York and now Atlanta, called AI the most transformative development of his career. 鈥淔lexibility is key in this field,鈥� he said. 鈥淵ou won鈥檛 be replaced by AI鈥攜ou鈥檒l be replaced by someone who knows how to use AI.鈥�
Jackson Spalding鈥檚 AI journey
Loomis detailed his firm鈥檚 adoption of AI, starting with preproduction experiments in late 2023. By spring 2024, they launched their first AI-assisted campaign and implemented an AI policy. Over the summer, the agency introduced internal training courses, but emphasized that much of what you need to get started can be found on YouTube and in online training courses.
鈥淲e鈥檙e all beginners,鈥� Loomis noted. 鈥淣ow is the time to dive in鈥攚e鈥檙e building the plane as we fly it.鈥�
He explained how Jackson Spalding uses tools like ChatGPT Pro for research, writing, and analysis, emphasizing the security and customization advantages of paid AI accounts. Success with AI, he said, hinges on crafting effective prompts. 鈥淲ith the rise of AI, the hot new programming language is English. The people who know how to communicate well are back in control of the machines.鈥�
Practical applications
To illustrate AI鈥檚 potential, Loomis played an AI-generated radio ad based on a grocery store flyer. While imperfect, it highlighted AI鈥檚 ability to eliminate blank-page syndrome. He also showed AI-generated visuals for an ad campaign, including imagery that would have been impossible to capture with a camera.
鈥淭hese tools save time and expand creative possibilities,鈥� he said. 鈥淢y biggest challenge is retraining my mind to get the most out of it, not their limitations.鈥�
Loomis acknowledged concerns about AI replacing jobs but emphasized the continued need for human creativity and judgment. 鈥淵ou have experiences and imagination that AI can鈥檛 replicate. That鈥檚 needed now more than ever,鈥� he said.
Balancing benefits and challenges
AI offers speed, cost efficiency, and creative freedom, but its drawbacks include limited precision and the need to produce multiple drafts to achieve the desired outcome. Clients can also be wary of AI鈥檚 role in creative work.
Loomis addressed ethical concerns, stressing the importance of understanding AI鈥檚 biases and limitations. 鈥淏eing a skilled AI user means being vigilant about errors,鈥� he said. 鈥淭he value system of the company using AI matters most.鈥�
A call to students
Loomis encouraged students to embrace AI as an essential skill. 鈥淲hen you graduate, you鈥檒l be competing with peers who know how to use AI,鈥� he said. 鈥淎voiding it isn鈥檛 an option.鈥�
He advised students to seek out training resources, many of which are freely available online. 鈥淎I isn鈥檛 free鈥攊t takes time and effort to use effectively鈥攂ut it鈥檚 a tool that鈥檚 here to stay,鈥� he concluded.
By adopting AI thoughtfully and ethically, future communicators can harness its potential to enhance creativity, efficiency, and impact.
