CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: MCU Hosts Mega International Conference on AI in Advertising and Public Relations

Artificial Intelligence (AI) is transforming our world every moment, especially in the fields of advertising and public relations, where the changes are truly astonishing. Keeping this in focus, the Department of Advertising and Public Relations at Makhanlal Chaturvedi National University of Journalism and Communication (MCU) organized a mega international conference. Over 200 research scholars, faculty members, experts, and academicians from India and abroad participated in both online and offline modes, presenting their research papers and discussing the revolutionary changes AI has brought in advertising, public relations, and lifestyle—covering new insights, concerns, challenges, ideas, and possibilities.

Key Insights from Guest Speakers

AI expert Jayprakash Parashar, speaking as a guest, explained that no matter how advanced AI becomes, it cannot surpass human creativity and imagination. However, AI is now essential in every field of life, and the sooner we integrate it into our work, the better. With new AI tools emerging every week, continuous learning is crucial, as knowledge quickly becomes outdated.

Using practical examples, he demonstrated how AI can study human behavior and preferences toward advertisements and products, and instantly adjust strategies based on interest, expectations, and needs. AI can also assist in design, voiceovers, and copywriting. Nevertheless, according to him, AI still lacks the understanding of societal impact of words or actions, so the human mind will always remain essential.

University Leadership Highlights AI’s Importance in Curriculum

Presiding over the event, Vice-Chancellor Vijay Manohar Tiwari emphasized that AI-related programs should not remain limited to events but should be fully integrated into the curriculum. MCU has already made significant steps in this direction. He noted that while the changes over the past 200 years were unimaginable, keeping pace with the technological revolution of the last 30 years is critical. He described AI as “Artificial Intelligence—artificial intellect,” highlighting the reality that even intelligence can now be artificially created. He expressed the hope that students leave the university equipped with all the skills necessary to thrive and progress in their professions.

Expanding AI Integration Across Departments

Registrar Prof. P. Shashikala shared that recently, masterclasses, workshops, and training programs on AI have been conducted across departments. Efforts to integrate AI and technology with media are ongoing. She explained knowledge-based and fact-based AI and emphasized that it can be leveraged in media through convergence and integration. She also highlighted the importance of transforming the information being shared.

Global Participation and Research Contributions

Head of Department Dr. Pavitra Shrivastava, in the welcome address, reported that research papers were received from countries including the USA, Bahrain, Bulgaria, Bangladesh, Nepal, Sri Lanka, and Dubai. The two-day event was divided into 16 sessions, with awards in three categories for outstanding presentations. All abstracts were compiled and published as a book.

In the online presentations following the inaugural session, Dr. Diana Petkova (Sofia University, Bulgaria), Dr. Manoj Jindasa (Kelaniya University, Sri Lanka), and Prof. Mohammad Shahidullah (Chittagong University, Bangladesh) participated. In the second-day sessions on December 9, papers by Dr. Sergey Samoilanko (George Mason University, USA), Dr. Manish Verma (Bahrain Polytechnic, Bahrain), Prof. Dr. Nirmalmani Adhikari (Kathmandu University, Nepal), and Vinod Nagar (Founder, CBMD AI) were the highlights.

The inaugural session was conducted by Dr. Jaya Surjani, and the vote of thanks was delivered by Dr. Gajendra Singh Avasya. Faculty, research scholars, and students from various university departments also presented their papers during the conference.

#MCU #ArtificialIntelligence #AIConference #InternationalConference #TechnologyInnovation #ResearchAndDevelopment #AcademicConference