The surge of artificial intelligence (AI) in the business and academic world is a highly debated topic, but without a doubt, AI is becoming an increasingly relevant part of our lives. Many individuals express worries regarding the proliferation of AI, even though others consider it an exceptional technological advancement and resource. Here at Lasell, professors are adapting to the prevalence of AI in several respects.
On November 6, an open conversation seminar was held on the first floor of the Arnow Campus Center about the use of AI in the public relations world. Ian Meropol, Chief Communications Officer, was joined by Professor Kristina Markos, Graduate Chair of Communications, to discuss how public relations professionals use AI while abiding by ethical principles.
Both speakers stressed how big the shift is in using AI in the PR and business world and how it is necessary that those entering or currently in the industry adapt. They discussed how to use AI as a research tool to understand audience perception or study a brand. Still, they emphasized that PR professionals should not rely solely on this approach, as AI can often yield incorrect results and hold biases.
Meropol and Markos also stressed that the human aspect of work is essential. AI cannot craft stories or information; it is a tool that helps PR professionals tell a story. A human touch is necessary for every piece of work; we cannot sidestep or overlook research and original thought.
Something that the pair warned about is feeding information into AI — artificial intelligence learns from the information users give it. The speakers mentioned the example of a piece of information given to PR professionals under embargo, which meant they could not release it to the public.
It is a possibility that if someone were to enter that information into AI for research, the information is now public. Then, consider a civilian were to research the brand or company that the information concerns, they could find it. Also, while information changes fast, AI is faster. The speakers warned the attendees to always double-check and triple-check their work before sending it out.
Something that concerns many college students is finding a job after graduation. Unfortunately, their worries are significant. AI is taking many opportunities from those looking for an entry-level position.
For example, studying trends was once a significant opportunity for young people, but AI can do it better and faster now. But students can capitalize on the state of the business world by growing skills and building their resumes to stand out. The PR industry seeks experts in owned media, those with non-tech skills, and those knowledgeable about artificial intelligence.
Some professors at Lasell are incorporating AI into their curricula while abiding by academic integrity guidelines. Professor Christina Alejandre originally implemented AI in her Fundamentals of Global Business class this semester to simulate how the business world uses AI in day-to-day work.
She said her goal was for her students to “use AI as a brainstorming and problem-solving partner” and help them “generate and test ideas quickly in a low-pressure way.”
She intended for her business students to use AI as a tool, not a shortcut, to ask effective questions and use the algorithm to bounce ideas off of, and most importantly, “learn how to blend their own critical thinking and creativity with technology, since that combination is what drives innovation in today’s global business environment,” she noted.
However, by the middle of the semester, Alejandre noticed a steep learning curve with artificial intelligence and chose to strategically adjust her curriculum to align with her students’ skill set. She abandoned, for the time being, the idea of using artificial intelligence as a tool to learn about how to build a company, and instead pivoted to focus on existing companies and teaching based on the model of existing companies. She plans to revisit artificial intelligence in future semesters “in a more focused and intentional way,” which “better supports their learning on business theories.”
Alejandre believes that AI is a valuable learning tool, particularly in business classes. She stated that, “AI is already part of how businesses operate, but students need to understand how to think about its role, not just how to use it.” She stressed the idea of balance between artificial intelligence and critical thinking for students. Students who can think critically, communicate effectively, and make ethical decisions while using technology will stand out.
–Dec. 8, 2025–
