The challenge to truth in the world of AI

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1 week, 4 days ago

IPRA President Nataša Pavlović Bujas addressed the theme Truth is a CHALLENGE at the 10th regional forum of communication leaders held April 23 – 24 in Belgrade, Serbia. The event known as CHALLENGE 2024, addressed the theme of Artificial Intelligence (AI).

Strengthening the capacity of the PR profession to maintain trustful and ethical practice in the era of AI is the central theme of the 2024 IPRA President. Consequently, Nataša Pavlović Bujas was invited to moderate a panel discussion on #AITalk The big AI debate – dream or nightmare?

The panel addressed several pertinent questions:

• What are the advantages and disadvantages of AI in business and brand management?
• How can AI improve the emotional connection in consumer communications?
• What ethical dilemmas exist when using AI and how do you overcome them?
• Could AI have a negative impact on the marketing and PR industry?

The panel comprised Milan Gospic, country manager at Microsoft Serbia; Nikola Vucevic, CEO at 365 Lab; Robert Skunca, managing director at SEE/Grayling; and Ljubomir Ristic, chief marketing officer at the Comtrade Group.

Background to IPRA

IPRA, the International Public Relations Association, was established in 1955, and is the leading global network for PR professionals in their personal capacity. IPRA aims to advance trusted communication and the ethical practice of public relations. We do this through networking, our code of conduct and intellectual leadership of the profession. IPRA is the organiser of public relations' annual global competition, the Golden World Awards for Excellence (GWA). IPRA's services enable PR professionals to collaborate and be recognised. Members create content via our Thought Leadership essays, social media and our consultative status with the United Nations. GWA winners demonstrate PR excellence. IPRA welcomes all those who share our aims and who wish to be part of the IPRA worldwide fellowship. For more see www.ipra.org

Contact

International Public Relations Association Secretariat

United Kingdom

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Telephone +44 1634 818308

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