Zuraida Malek, project management director of the upcoming Global Public Relations Conference and Festival 2025, said audiences can easily detect when messaging feels too generic or artificial.

“Consumers can tell the difference. If a brand suddenly decides to switch fully to AI for all its public relations and communication strategies implementation, it becomes obvious,” she told FMT.

Zuraida said while AI tools can boost speed and productivity, they should not replace human creativity and empathy.

“Malaysians still appreciate the warmth of human interaction. That emotional connection is what makes messaging effective and authentic,” she said.

She also warned that poorly managed AI-generated content could trigger public backlash, especially when ethical boundaries are crossed or a brand is misrepresented.

“AI is like an added risk in a company’s crisis management list. PR practitioners need to lead scenario simulations to identify backlash before it happens,” she said, adding that PR teams should work closely with legal, risk management, IT and other relevant departments.

Zuraida urged companies to be transparent when using AI, saying openness builds credibility.

She said that while legal requirements for AI disclosure may come in the future, brands should not wait.

“We cannot afford to leave AI unchecked, and proactive disclosure should be the way to go. Human oversight, ethical review and emotional intelligence are still critical to make AI work effectively and responsibly,” she said.

The inaugural conference, organised by the Public Relations Practitioners’ Society of Malaysia (PRactitioners), will be held at  World Trade Centre Kuala Lumpur from Nov 13 to 15.

Topics such as ethics, data protection, and cultural sensitivity will feature prominently at the conference.

For more information, visit https://www.gprcfmy.com/.

FMT is a media partner of the Global Public Relations Conference and Festival.