PRII explores roles of AI and humanity at annual conference
The Public Relations Institute of Ireland (PRII) held its annual conference at Croke Park on Thursday (14 May).
Under the theme 'Human After All', the event explored the emergence of artificial intelligence as a tool and making humans central to ensure communications leaders sit on the frontline between technology and humanity.
Stuart Bruce, co-CEO of Purposeful Relations, gave the opening keynote speech, 'From search to answers: Why AI has become a communications stakeholder?'
Edel Fitzgerald, partner at Reputation, emceed a panel discussions on 'Communicating as humans in a complex digital environment' with Adebola Olomo, CEO, Zent AI Labs; James Dunny, founder and CEO, Reput8ion Dynamics; and Ciarán O’Connor, senior analyst, Institute for Strategic Dialogue (ISD).
Naomi Staff and Finian Murphy of Core Research later made a presentation on how 'Humans, not Bots, Shape Culture'.
Amy Seigenthaler Pierce, managing partner, US and Ireland, FINN Partners Communications interviewed journalist, filmmaker and broadcaster Mike Sheridan about his documentary, Amplified: The Exportation of the Culture Wars.
The second panel discussion of Sonia Harris Pope founder and managing director, Harris PR; Madeline Boughton, assistant professor and programme chair for the MSc in Public Relations and Strategic Communications, DCU; Maria Souza, head of human experiences and innovation, Future of Work Institute – Cpl Group; and Robert Farrell, head of training and development, PRII, focused on 'Employment and Skills in the AI Age' with Nicola Cooke, telecommunications director, Ibec as MC.
Dan Lambert, chief commercial officer of Bohemian Football Club, presented a case study on 'Amplifying Humanity'.
The second case study on the day was presented by Muiriosa Ryan, social media and digital marketing manager, HSE, on 'The Case for Creators'.
Dan Lambert, chief commercial officer of Bohemian Football Club, presented a case study on 'Amplifying Humanity'.
The final speaker, Neil Sands, founder of Halo, gave a presentation on 'AI and the Business of Hate'.
The 2026 PRII Conference was supported by the title sponsor Truehawk Media, media partner Business Plus, conference exhibitor Muck Rack and the charity exhibitors BelongTo, Dublin Simon, and Shine.
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