AI can’t Replace Human Intelligence – Experts Speak at NIPR Conference
Communication scholars and public relations practitioners have insisted that Artificial Intelligence cannot replace human intelligence in whatever guise
Speaking at the Annual General Meeting and Public Lecture of the Nigerian Institute of Public Relations (NIPR) Kano Chapter, the experts opined that AI is designed to replace manual work effectively and quickly, it cannot override the need for human input in the workspace.
In his presentation on “Artificial Intelligence and Spin Doctoring in Public Relations Practice in Nigeria,” the guest speaker, Professor Abdalla Uba Adamu, questioned the hype surrounding the Artificial Intelligence (AI) technology.
He noted that even though the technology will aid human efforts in all endeavours, especially in the public relations practice, data collection, it is impossible for it to replace human intelligence, instinct, interactivity and creativity.
He added that there is no way the technology will have superiority over human abilities, since computer can remain exactly the same way in hundred years without human inputs.
“While artificial intelligence can change the field of public relations, it is not able to replace human intelligence and judgment.
“That human element necessary is not easily (if at all) replaceable by technology alone because successful PR strategies require the expertise and experience of skilled professionals
“AI is a tool, not a human, and lacks the emotions needed when it comes to certain parts of the business.
Professor Adamu, nevertheless stated that AI has become an essential part of the business landscape as the ever-emerging technologies are presenting new opportunities for growth and development.
The university don also differentiated between spin doctoring and public relations, noting that while the duo share similar characteristics, but they are not interchangeable.
He referred to spin doctoring as ‘slanted information’, which bullies, punishes journalists for telling the truth, or for publishing authentic information about their principals, while public relations tries at all time to maintain cordial relationships over period of times.
“Spin doctors are professional media experts who work behind the scene to influence the media on behalf of their clients. Their job is to put an interpretation or slant on events or situations by providing a positive angle to a news story
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“In order to make politicians, political institutions, or corporations more attractive, spin doctors seek to frame their clients in a positive light by exercising some control over what is said about their clients and how it is said,” he added.
Also speaking at the event, the publisher of PRNigeria, Yushau Shuaib, noted that while public relation practitioners will not refer to themselves as ‘spin doctors’, they nevertheless enjoy enhancing positivity over negativity.
Shuaib who also stated that it is impossible for AI to replace human intelligence, he said the technology can only enhance the work of professionals in the areas of audience targeting, content generation, media engagement, online reputation management and crisis management.
He said that regular technological tools being used daily have AI features.
“The AI is nothing new if we realise that search engines, location search tools, spell checkers, reverse image app, computer games shared the same feature
“We can’t deny the fact that, AI saves time, increases efficiency, improves accuracy and enhancescompetetive advantages. It merely augments human intelligence but can never replace creativity, human interactions and natural instincts… one cannot fall in love with the Robot in real sense,” Shuaib concluded.
In his remarks, the President of NIPR, Dr. Ike Neliaku noted that humans are still immensely valuable in public relations because the need for creativity in interactions cannot be replaced by Artificial Intelligence.
He commended the NIPR Chapter in Kano and a Governing Member, Dr. Sule Yau Sule for facilitating the lecture on contemporary issues.
Speaking at the event, the commissioner of information, Alhaji Baba Dantiye assured of the state government’s commitment to supporting the development of NIPR and PR practice in the state.
He described PR as the concrete that cements relationship between government, organisations and institutions with their relevant publics.
He then charged the practitioners to stand by the truth at all times, even when faced with the temptation of repairing the images of their clients, adding that public relations as a profession is distinctively different from propaganda.
The occasion also saw the inauguration of the state’s new executive of the institute by the NIPR national president, Dr Ike Neliaku.
In his inaugural speech, the new Kano chapter chairman of the NIPR, Mallam Aliyu Yusuf, assured that his reign would bring bring on board all professionals from both public and private sectors.
Aliyu said he would ensure there is a level playing ground for all professionals to contribute their quotas towards the progress of the institute.
The newly inaugurated executive officers are Malam Aliyu Yusuf, chairman; Isma’ila Ammani (vice chairman), Usman Gwadabe, secretary; Abdullahi Abdullahi, Treasurer; Abdullahi Abba Hasan, financial secretary and Muhammad Dahiru Idris assistant secretary.
Other dignitaries at the occasion included the immediate President of NIPR, Mallam Mukhtar Sirajo a traditional holder Katukan Kano, Alhaji Habibu Bello Dankadai who represented the Emir of Kano, Alhaji Ado Bayero and other PR bigwigs and friends of the Institute.
Professor Abdalla Adamu and Yushau Shuaib were later presented with Awards of Excellence in PR.
By PRNigeria
