Imad Lahad from APCO Debated Oscar Wendel of Global Stratalogues on whether AI is a Master or a Slave at the PRCA MENA Annual Conference in Dubai.
PR is an industry built on trust, authenticity, and influence. AI is not a replacement for human ingenuity; it is a powerful tool to augment it, said Imad Lahad, Managing Director of APCO in the Middle East, who joined Oscar Wendel to debate ‘AI: Master or Slave,’ at the Annual PRCA MENA Conference in Dubai,
See Video: https://youtu.be/-0vBMDuz9a0?si=pRi5jAR1V-Jm7hv0&t=83
In 2018, Imad established the US PR giant APCO’s AI Comms Lab and now leads a team of AI experts who develop turnkey solutions for intelligence-based strategic work. I wrote a long-form article in Bloomberg Business Week titled ‘Programming the Human Factor into AI’ that same year. When I revisited my article to prepare for our debate, I realized that while I have reevaluated some positions, my core beliefs remain: Contrasting AI with the quintessentially human craft of PR involves packaging different forms of communication to elicit emotions and responses from its intended audiences.
Replicating human cognition in machines is an enigma, as much of what we call human intelligence is essentially an illusion. Whether in our professional or private lives, major decisions are typically not the result of deliberate, logical thought. Our social circumstances and environment impact our unpredictable herd instincts and shape our thought processes without our awareness. Further complicating this process is that interpretations and the selection of relevant information fit the randomly chosen narrative that suits the majority at any given time.
One could argue that to be human, one must be able to engage in post-factum rationalization without being aware that this is happening. To paraphrase a song by Jackson Browne, the future is there for anyone to change, but sometimes, it is easier to change the past. Understanding this paradox of perception is key to best utilizing AI in PR.
AI in Data Analysis: A New Lens for PR
One of AI’s most promising applications in PR is its ability to process and interpret vast datasets. This capability addresses a fundamental limitation of human cognition: The inability to perceive hidden patterns in complex information. As Imad and I took the stage, I began the discussion by pointing out, “Two people can look at the same situation and come to the exact opposite conclusions based on the same facts, each calling the other irrational. AI, I think, can help with that. Often, we are unaware of our biases, and we do not see the causalities and cannot process them because we lack the capacity. AI can unveil connections that we otherwise miss.”
Lahad elaborated on how AI can enhance decision-making: “AI allows us to mine bigger volumes of data and make sense of them. But it ultimately comes back to the questions you are asking and the critical thinking applied after the AI delivers its output.” However, he cautioned against viewing AI as infallible, noting that its deficiencies mirror those of its human creators. “AI is only as good as the data it is trained on and the guardrails we place around it.”
Integrating AI into PR offers a dual benefit: Improved analysis and actionable insights. Yet, we have highlighted that human expertise remains essential to contextualizing these insights and guiding strategy. AI may identify patterns, but it takes human intuition and experience to translate them into meaningful campaigns.
The Evolution of Content Creation: Augmentation Over Replacement
Content creation, a PR cornerstone, has been transformed by AI. The technology can draft press releases, headlines, and even creative copy at scale, reducing turnaround times and freeing professionals to focus on higher-value tasks. However, Lahad warned against over-reliance on AI-generated content. “If people rely too heavily on AI without applying critical thinking, it risks creating a kind of cognitive laziness. AI should be the starting point, not the final product.”
Discussing the limitations of AI in PR, Lahad stressed the importance of human connections. “PR is about relationships between people and communication. That is the most complicated thing in the world and something AI cannott replicate.” While AI can enhance originality by offering fresh ideas and overcoming writer’s block, it cannot replicate the emotional authenticity that defines impactful storytelling.
Lahad provided a real-world example of AI tools used in media training. “Platforms can assess tone of voice, body language, and delivery effectiveness, completing about 70% of the work traditionally done by veteran trainers. But the remaining 30% – contextual judgment and refinement – still requires human expertise.” This highlights AI’s role as an augmentative tool rather than replacing human creativity.
The rise of AI is reshaping the skills required in PR, particularly at the junior level. Tasks that once required years of experience are now being automated, prompting agencies to reconsider how they nurture and develop talent. Lahad described this shift as a continuation of trends that began after the 2008 financial crisis when many journalists transitioned to PR. “Now, AI is disrupting those roles again,” he said. “The question is, what new skills do we need to compete and grow in this evolving landscape?”
For professionals, the focus shifts from routine tasks to strategic thinking and creative problem-solving. As Lahad put it, “AI creates opportunities to focus on higher-value tasks, giving us the mental space to be more creative and impactful.” However, he acknowledged the challenges this presents, particularly for individuals whose roles are heavily tied to content creation. Agencies must balance embracing AI and providing pathways for their teams to adapt and thrive.
AI as a Competitive Advantage and the Ethical Implications
Agencies that embrace AI are gaining a competitive edge by enhancing their services and delivering greater value to clients. Lahad shared APCO’s approach, integrating decades of global expertise into its AI-driven platforms. “We have promised to leverage the cumulative experiences of our talents and integrate them into the digital world. We are not a tech company, but we use technology to augment what we do best.”
Wendel emphasized that PR’s value lies not in the volume of content produced but in its ability to influence and shape perceptions. “PR is about positioning and perception. AI can churn out endless content, but the relationships and access determine who gets paid attention to and who is ignored,” he pointed out. This underscores the importance of using AI strategically to amplify human strengths rather than replace them.
As AI becomes more prevalent, ethical considerations and cost implications emerge. Lahad stressed the importance of transparency, privacy, and bias mitigation in AI applications. “AI is not inherently good or bad; it is a tool. But how we use it determines its impact,” he said. Investing in ethical AI practices is essential for building trust with clients and audiences alike.
Both speakers concurred that AI will become a standard part of PR and marketing operations. “A few years from now, we will not be talking about AI as something novel It will simply be business as usual,” Lahad predicted. However, the challenge lies in adapting to this new reality while preserving the human elements that define effective communication.
Wendel summarized the conversation with a thought-provoking analogy: “AI is like gold or diamonds. There is no real inherent value; its premium is in its managed scarcity, position, and perceived value. It would lose its function and appeal if it could be reproduced cheaply. The product is gaining attention from an audience. PR professionals’ challenge is leveraging AI without losing sight of the human connections that make our work meaningful.”
