Keynote Speech: The Future Impact of AI on Public Relations

Author name

The keynote speaker for this 32nd International Public Relations Research Symposium will be Marko Grobelnik, a researcher at the AI Lab at the Jožef Stefan Institute and co-founder of the UNESCO International Research Center on Artificial Intelligence.

Grobelnik collaborates extensively with major European academic institutions and leading industry players, including Bloomberg, British Telecom, the European Commission, Microsoft Research, the New York Times, and OECD. As a co-author of several books and co-founder of multiple startups, Grobelnik has contributed to over 100 EU-funded AI research projects. His keynote speech, titled “The Future of Artificial Intelligence and Its Potential Impact on Public Relations,” will delve into how AI advancements might reshape the PR industry.

 

Abstract: Since 2022, Artificial Intelligence has rapidly gained prominence in the public sphere, with no signs of slowing down. What does the future hold, and what should we anticipate? While we may understand how AI works, we still lack clarity on why it performs so effectively—an insight with important implications. AI’s progress owes much to tremendous computational power, and according to recent predictions (Jensen, CEO of NVIDIA, March 2024), machines are expected to be a million times faster within a decade, allowing systems like today’s ChatGPT to be developed in minutes rather than months. Thus far, we’ve seen AI achieve impressive results in a handful of human skills, such as speech recognition, vision, and simulated text understanding, while many more capabilities remain untapped. How might PR evolve alongside these developments? The field could be redefined as “computational empathy,” applying “world models” and deep insights into human belief systems. With the rise of AI agents, PR professionals may find themselves addressing not only human audiences but also AI-driven systems that disseminate and mediate opinions and beliefs.

 

This talk will explore key predictions for the future, highlighting shifts that may come sooner than anticipated.

27th EUPRERA Congress submission deadline is March 15

February 6, 2026
The 27th Annual Congress will be hosted by the Department of Audiovisual Communication and Advertising at the Faculty of Communications Sciences of University of Malaga in the city of Malaga, on the Costa del Sol of Andalusia, Spain, between 16 and 19 September 2026. The theme of the Congress is “Regenerating public relations and strategic communication in the face of the new global order: are we ready for this challenge?”

Abstract submission deadline: February 3, 2026

By Maja Jančič • January 14, 2026
Abstract submission deadline for the 33rd International Public Relations Research Symposium BledCom is fast approaching. BledCom will be held on June 26–27, 2026 , in Bled, Slovenia . The conference theme is Disaster, Health, and Organizational Crisis Communication . The keynote speaker will be W. Timothy Coombs , advisor to the Centre for Crisis and Risk Communications, Canada . Professor Coombs is a leading author and authority in the field of crisis communication. You are welcome to submit paper abstracts and panel proposals via email to bledcom@fdv.uni-lj.si by February 3, 2026 (midnight, CEST) . We invite abstracts of 500–800 words (including title and keywords), with up to five references . Please note that, as has been the norm in the past, BledCom welcomes all papers relevant to public relations and communication management , not only those that address the conference theme. Panel proposals are also welcome. For more details, please view the BledCom 2026 Call for Papers : https://www.bledcom.com/bledcom-2026-call-for-papers