The outgoing President of the Association of Public Relations and Advertising Students at the University of Abuja, Chiejine Memuna, has urged students of advertising and public relations to embrace Artificial Intelligence while upholding creativity, ethics and critical thinking in professional practice.
Memuna made the call during her handover ceremony and seminar organised by the association, where she reflected on the achievements of her administration and challenged the incoming executive to build on its legacy.
Speaking on the seminar's theme, "Artificial Intelligence as the New Creative and Strategic Tool in Advertising and Public Relations," she said the rapid evolution of AI had transformed the communication industry by improving content creation, audience analysis, campaign planning and media monitoring.
"Artificial Intelligence is transforming the communication industry. From content creation and audience analysis to campaign planning and media monitoring, AI has become an essential tool for communication professionals," she said.
She, however, cautioned that technological advancement should not replace the core values that define the profession.
"While AI makes our work smarter and more efficient, it cannot replace human creativity, ethics, empathy and critical thinking. As future advertising and public relations practitioners, we must embrace AI as a tool that complements our skills rather than replaces them. The future belongs to professionals who combine creativity with technology," she added.
The outgoing president described her tenure as a period of learning, service and growth, noting that her administration prioritised academic excellence, professionalism, innovation and stronger collaboration between students and the department.
According to her, the association organised programmes aimed at enhancing students' professional development and strengthening ties with the Department of Advertising and Public Relations.
Memuna expressed appreciation to the Dean of the Faculty of Communication and Media Studies, Prof. Bashir Saleh Abdullahi, and the Head of the Department of Advertising and Public Relations, Dr. Kamaldin A. Babatunde, for their support throughout her tenure.
She also acknowledged the mentorship of the association's Student Adviser, Mr. Shittu Yunusa, as well as the contributions of the guest speakers, lecturers, members of staff, executive council members, volunteers and students.
Handing over leadership to the new executive, Memuna urged the incoming officers to uphold integrity, accountability and visionary leadership.
"Lead with integrity, humility, accountability and vision. Continue to build on the foundation we have laid, embrace innovation, promote unity and always put the interests of the students first," she said.
She thanked members of the association for the opportunity to serve, pledging to remain committed to the progress and development of APRAS.
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