PR expert shares insights on whether AI will transform or replace jobs in the Industry
Afiq said his role was not just that of an observer but as an architect fostering harmonious coexistence between his expertise and the enlightening advancements of AI.
SHARIFAH SHAHIRAH
SHAH ALAM - Elliot & Co senior public relations consultant Afiq Ismail believes that artificial intelligence (AI) would never pose a threat to his current position in the world of public relations.
Afiq said AI will not replace his role as an employee, but instead, it sparked a compelling journey of reinvention, focusing on the quintessential human qualities that set him apart which were relationship, communication and heart.
He said his role was not just that of an observer but as an architect fostering harmonious coexistence between his expertise and the enlightening advancements of AI.
"I take pride in my leadership journey, steering the Business and Technology Division with prowess.
“My focus remains unwavering on serving small and medium-sized enterprises (SMEs) and micro, small and medium-sized enterprises (MSMEs) within the dynamic landscape of the business and technology industry,” he said.
As he entered his third year in public relations, he said the impact of AI on his journey had become profound.
Afiq said his professional path, marked by significant roles at well-known agencies, has positioned him as an influential and emerging practitioner recognised for innovation and adaptability.
He now stood as a thought leader, negotiating the complex junction of human skills and technical breakthroughs thanks to his wealth of experience.
He said the unique combination of experiences and skills sets him apart in a world increasingly shaped by AI.
Afiq shared that he was frequently tormented by the thought of "will AI take over his job?" which was being fuelled by the winds of AI revolution.
He said it was more than just a superficial worry; where it was an important investigation of the dynamic relationship between his knowledge and the unrelenting progress of AI.
Afiq further stressed the deep impact that AI had in the public relations industry as he believed that AI's breakthrough power in automating routine tasks at an unprecedented rate and cost, paved the way for a paradigm shift.
"In a world where automation targets jobs reliant on predictability and rules, I'm left pondering the path forward for my role in this shifting landscape,” he added.
Afiq highlighted the rapid advancement of machine learning algorithms while emphasising the growing intrusion of AI into fields that have historically been the realm of human knowledge.
He said specialist AI applications, especially in areas like legal research and medical diagnostics, intensified the discussion and put professionals under pressure to quickly adjust to the shifting needs of their respective sectors.
However, Afiq saw this difficulty as a chance for cooperation and innovation.
He called for a balanced strategy and highlighted the ethical and societal consequences of AI in the workplace.
Afiq urged for a cooperative model that would protect against job displacement and bring in a period of increased productivity and innovation by using the complementary strengths of human skills and AI capabilities.
He believed his tenure was characterised by the development of comprehensive PR strategies tailored to individual clients, showcasing his commitment to excellence and solidifying his status as an emerging expert in the industry.
