Artificial intelligence, or AI, has rapidly changed how we both create and consume content. It is also transforming how businesses operate — offering new ways of doing business that promise greater productivity, deeper insights and faster times to market. The closest historical analogy might be the introduction of electricity, which brought us into the modern age over 100 years ago. AI is fraught with risks and challenges, however. Legal, ethical, technological and practical implications abound for individuals, organizations and society at large. Communication professionals in particular face some of the biggest opportunities — and biggest risks — that come with AI. In the field of public relations, the application of AI is quickly becoming a necessary and important skill for growth and development in the field. From ideation to creation, being able to leverage AI tools to help us 'work smarter' is a non-negotiable. Additionally, being able to effectively discern misinformation of AI- generated output is quickly differentiating best in class PR professionals from the rest. In this course, we will explore what is AI and how it is being applied to content ideation and creation in PR. We will engage in constructive dialogue regarding the impact that appropriate AI use brings to the industry, our professional career, personal life, and civic society. Most importantly, we will use our time to leverage our creativity in using AI to create interesting and engaging content and prepare for the next decade of change. Through an engaging mix of introductions to key technologies, case examples, expert discussion and your own business-focused project, your learning journey will bring into sharp focus the reality of generative AI technologies today and how they can be harnessed to support and guide business leaders and organizations.

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.