As the world marks World Public Relations Day, I find myself reflecting deeply on the intersection of technology and humanity, particularly within the space of public communication.
I recently had the honour of speaking at a national dialogue hosted by Ayrah Media Concept, in partnership with the Nigerian Institute of Public Relations (NIPR), Kano Chapter, and PrimePulse Communications Ltd. The theme, “The Imperativeness of AI in Contemporary PR Communication Strategies,” was timely, thought-provoking, and, for me, deeply personal.
My background is not in abstract theory but in development communication, where every message is a lifeline. I work in environments where rural classrooms lack textbooks, grassroots women remain disconnected from national discourse, and entire communities speak languages the internet doesn’t even recognize. For such people, communication is not a luxury. It is a lifeline — a matter of survival, inclusion, and dignity.
That is why we must approach Artificial Intelligence (AI) with both excitement and caution. Yes, AI brings efficiency. It can automate repetitive tasks, crunch data, and even generate content. But the real question remains:
Who benefits? Whose stories are being told? Whose voices are being left out?
In my presentation, I drew insights from AI Sisters, a gender-inclusive innovation initiative, to highlight how AI — especially tools like natural language processing — can bridge gaps in public service delivery. Properly harnessed, AI can improve access to information, expand civic engagement, and help reach the forgotten corners of our country.
But here’s the truth:
AI cannot replicate empathy. It cannot replace cultural sensitivity. It cannot substitute the human touch.
Algorithms do not rebuild trust after communal conflict. Chatbots do not mediate family disputes or restore dignity to displaced communities. These tasks demand human emotional intelligence, lived experience, and a deep understanding of context.
That’s why communicators must resist the temptation to treat AI as a magic solution. We are not merely technicians or content producers. We are, and must remain, custodians of conscience.
At the forum, I was especially moved by Professor Sule Yau Sule’s call for enforceable ethical frameworks in AI deployment. And when Mr. Ayodele Ishola described AI as “augmented intention,” it struck me as profoundly accurate: AI is only as just, inclusive, and humane as the values of those who design and deploy it.
As we mark this year’s World PR Day, I urge professionals across communication, tech, and governance to center our work on people, not platforms. Let us ask difficult but necessary questions. Let us design tools that serve the marginalized, not just the market.
Above all, let us remember:
The future of PR will not be written by machines alone. It will be shaped by those who dare to humanize innovation — with empathy, ethics, and equity at the core.
Dr. Dahiru is a development communication specialist and co-founder of AI Sisters, an initiative advocating for gender-inclusive innovation in Africa.
