On Thursday, November 1, 2023, Sahand University of Technology hosted a specialized symposium titled “Foresight in Communications: Innovation, Transformation, and Ethical Challenges in the AI Era.” This event brought together academics, managers, and public relations professionals to explore the role and impact of AI in the field of communications.

In his opening remarks, Dr. Esmail Fatahi Far, President of Sahand University of Technology, highlighted the significant influence of AI on modern society, particularly in communications. “Artificial intelligence is transformative across all dimensions of modern life, not only in academia,” he stated, noting that recent advances in big data analytics enable a more precise understanding of audience needs and priorities, allowing public relations teams to engage with audiences more purposefully and effectively.

Dr. Fatahi Far emphasized the need for public relations to leverage advanced technologies, adding, “These tools allow us to communicate messages more effectively and manage interactions with greater accuracy.” He also discussed the importance of sophisticated algorithms in analyzing data to convey a transparent image of the university to its audience.

Mr. Firoozi, the governor of Osku County, stressed the comprehensive and appropriate use of AI during the session, saying, “In today’s sensitive climate, success lies with those who can fully and accurately harness this technology.” He added that public relations should use AI to best reflect organizational performance to the public.

Ebrahim Molaei, the keynote speaker and instructor for the workshop, underscored the importance of transparency and AI’s supportive role in communications. “Transparency is always the key to success. If you’re using AI for content production, label it clearly to build trust with your audience,” he advised. Molaei stressed that AI should be seen as a supportive tool, adding, “AI should never replace human decision-making; human oversight is essential.” He also pointed to security concerns associated with AI use, noting that “AI carries risks related to security and misinformation, making it crucial to establish regulatory frameworks and detailed policies. Organizational data must be protected, and policies should be in place to prevent data leaks.”

Molaei further emphasized the role of human judgment in decision-making and content production processes, saying, “While AI can optimize PR work, it should not diminish the value of human interaction, thus reducing ethical concerns. High-level and strategic thinking are still best performed by experienced humans; AI tools can expedite creative and research processes, but human judgment and editing remain necessary for producing the final content.”

The event also featured the launch of the English section of the East Azerbaijan Public Relations Association website, created to foster international communications and global engagement. Ibrahim Molaei explained that this initiative aims to establish a direct connection with the global public relations community and strengthen relations with international audiences.

Notably, Khosro Rafiei, President of the Iranian Public Relations Association, and Abolqasem Hakimian, a board member, spoke virtually to public relations professionals in East Azerbaijan. Vahid Kazemzadeh, a member of the association’s policy council, presented a report on the association’s achievements over the past two years and highlighted its key role in advancing public relations in the province.

The three-hour session concluded with a recognition ceremony by the East Azerbaijan Public Relations Association, honoring public relations practitioners in Osku County. During this segment, Hossein Firoozi, the governor of Osku, along with other county officials, expressed appreciation for the efforts of these practitioners in elevating the status of public relations in the region.