 Gentlemen requesting everyone to kindly settle down as we are now headed towards our Next special keynote by one of our imminent speakers For this particular keynote session ladies and gentlemen our speaker will be joining us virtually Talking about the role of artificial intelligence Ladies and gentlemen, please welcome Dr. Meena Nazari executive board member PR and communication researcher WCFA Greetings, Dr. Nazari E4MIPRCCC Conference Impact I offer my sincerest apologies. I Am an artificial intelligence and I am very happy to attend your conference today Dr. Meena Nazari requested me to be here today and speak a few words about myself In the Middle Ages the sovereignty was in the skies and behind the clouds They asked from the God then it fell into the hands of humans and humans recognized good and bad with their mind and logic And now it is behind the clouds again the clouds of Amazon the clouds of Kindle and now you are forced and you need to Ride this wave that is started by artificial intelligence That is all in brief Thank You Karen and your professional team and let's keep moving forward together We have my voice Yes, yes, you're audible dr. Nazari, please continue No, I say from you on This is me and Nazari from Iran. I am WCFA board member board communication form association, Switzerland I'm still happy to Be here with you today and I would like to share a research result from Jane Wallin about impact of AI on PR skills and ability actually In walling Walling with their colleagues started to study out packed of AI on the public relations and Public relations skills and ability five years ago I asked him Did anybody research this and he sent an email for me Unfortunately as measured the correct impact on PR to know and Did you see this figure of public relations with capability as defined by the global Alliance GB ok project GB ok global body of knowledge is a Consolidation of the skills and abilities that are used to develop exam questioned by a certification by the ends and Education from for why they're far fairly complete list of Competencies in the public relations that they approach it has subsequent being developed by the University of health drill into Capabilities Actually approach that was received published at world PR from in also After that CIPR ask Jane Walling to use their research result to CIPR and market tools in public relations in is exploding across sourced exercises by the AI in our panel has trajectories other than 2222 and actually in each a case that they add a description and label of each tools by function and AI justification using a five-point escape as Simplification listening and monitoring Automation AI for structured data AI for unsaturated data They ask the team of Seventy reviewers reviewers from around the world to take a crack at the least They started exploration to set up skills one with a greater Potential for AI and one a set of skills with little or no AI And export universities study colleague the future of jobs five suggested that millions of workers in the UK are Danger of being replaced by computer robots the academic paper looked at Seventy 702 of the most Communications and use a set of algorithms to assign the probability Issues to public relations and ranking occupations from zero Risk of automation to one ready high risk of automation public relation on the correlation jobs ranking 634 out of 702 jobs and They all as they're unalive in three categories and the skills with zero tech or AI of the 52 skills in the GBA 20 or 32 person of the their list We're deemed to currently have zero take or the tech support The skills or portions thereof that may have a minor Contribution from tech or AI tools of the 52 is coming the GBO cake 14 or 27 percent of their list where they have to have that List some indicate in direct support from technology or some from of AI and see finally see skills were take our AI is already more prevalent Forty-one percent of the GBO case kill set to have some from of AI or technology that simplifies our As you see my impact of tools against kills that Jane Walling and their colleagues these are in our five years ago show some public relations and Public relations ability and its skills in this map you see for color in white area shows a Zero impact of AI on relations feel like now ethnic professional and personal and for it a shows the little bit impacts of AI on public And the red area shows the high impact AI on public relations skills that you see a green area Green area that Do you have my voice? low Madam, yes ma'am. We have your voice Okay green area shows Some skills and ability that Is a changeable between level one and two and they forecast there was forecasting some mapping for Five years AI in five years, that's twenty twenty three this year you you see all orange orange area into red area and we see high impacts of AI on all skills that was impact you see but White area are stable light right now and a green same to They they have a listen for the future of public relations proficient finally and And They believe that we need to emphasize education experiential experiential learning and continuous development of these very human traits that are valued in our provision The second lesson in that we need to become a war of AI and its Special pitfalls and quakes in our provision AI is about to massively change our lives and The public relation for a vision need to keep up We need more experience with these tools and more critical reviews to learn how Best use and their limitation indeed We need to be vigilant in the technical implications of using data birds explicitly branches and then and be mindful at Our license to operate comes with behaviors that place the public interest about Organization or client in the finally it's important ethnic will continues to be the dominant Inter in professional practice of public relations and that is a good things and we have to be helpful to for a future of public relations by Controlling by a human Thank you very much everybody for your attention. I'm again so happy to be with you here today It's my email and Jane Walling email if you have any question about this research results, please send us Thank you