At the World PR Day Global Summit themed “Building Bridges and Navigating Polarization,” Marian Ogaziechi, Managing Director of Dentsu Agyle, delivered an insightful reflection on the evolving role of Artificial Intelligence (AI) in public relations and marketing communications. Her message was clear: AI is a powerful enabler, but it is still the human mind that holds the key to creativity, strategy, and success.
In a session that sparked deep industry reflection, Ogaziechi addressed the growing dependence on AI tools, especially in today’s fast-moving world where tight deadlines and the demand for instant results have become the norm. “AI is a tool. What you put in is what you get out,” she said. “It’s the human behind the machine, the psychology that ultimately defines the value and impact of the output.”
She emphasized that while AI may streamline processes, accelerate delivery, and optimize tasks, it should not be mistaken for a replacement for human insight. “Yes, the world is fast-paced. Yes, clients want results yesterday. And yes, AI helps us meet those timelines. But if we want meaningful, sustainable outcomes, we must feed these tools with purposeful direction and authentic human understanding,” she noted.
Ogaziechi highlighted the importance of data in modern communications, acknowledging that Dentsu Agyle and similar firms rely on multiple data sources to inform their strategies. However, she made a clear distinction: “Data is critical, but it’s not enough on its own. Our outcomes are not just driven by analytics, they are propelled by human psychology. The ability to interpret data, contextualize it, and transform it into powerful storytelling, that’s where humans come in.”
She also warned against the temptation to outsource strategic thinking to AI. “The process for us at Dentsu begins with insight and research. These are not tasks AI can do for you; they are human-driven. AI can aid, but it cannot replace the depth of understanding, cultural context, or emotional intelligence needed for effective planning.”
Ogaziechi’s remarks resonated strongly with participants at the summit, especially as the industry grapples with the rapid rise of generative AI and automation. Her perspective reinforces the idea that while embracing technology is essential, the communications profession must not lose sight of its most powerful asset: people.
“We need the right people to drive these tools,” she concluded. “AI will not think for you. It will not feel for you. It’s a partner but we must lead.”
As public relations continues to evolve at the intersection of technology, data, and storytelling, Ogaziechi’s call for a human-centered approach serves as both a timely reminder and a strategic imperative for professionals across the field.
