Oglethorpe University’s Public Relations Student Society of America (PRSSA) chapter recently hosted Alex Loomis, head of the creative practice at Atlanta-based public relations and marketing firm Jackson Spalding. Loomis offered insights into how artificial intelligence (AI) is reshaping the communications industry.
“Don’t fear how these changes may impact your career—embrace them and get ahead of the curve,” said PRSSA faculty advisor and event moderator Kate Keib.
Loomis, who has worked in San Francisco, London, New York and now Atlanta, called AI the most transformative development of his career. “Flexibility is key in this field,” he said. “You won’t be replaced by AI—you’ll be replaced by someone who knows how to use AI.”
Jackson Spalding’s AI journey
Loomis detailed his firm’s adoption of AI, starting with preproduction experiments in late 2023. By spring 2024, they launched their first AI-assisted campaign and implemented an AI policy. Over the summer, the agency introduced internal training courses, but emphasized that much of what you need to get started can be found on YouTube and in online training courses.
“We’re all beginners,” Loomis noted. “Now is the time to dive in—we’re building the plane as we fly it.”
He explained how Jackson Spalding uses tools like ChatGPT Pro for research, writing, and analysis, emphasizing the security and customization advantages of paid AI accounts. Success with AI, he said, hinges on crafting effective prompts. “With the rise of AI, the hot new programming language is English. The people who know how to communicate well are back in control of the machines.”
Practical applications
To illustrate AI’s potential, Loomis played an AI-generated radio ad based on a grocery store flyer. While imperfect, it highlighted AI’s ability to eliminate blank-page syndrome. He also showed AI-generated visuals for an ad campaign, including imagery that would have been impossible to capture with a camera.
“These tools save time and expand creative possibilities,” he said. “My biggest challenge is retraining my mind to get the most out of it, not their limitations.”
Loomis acknowledged concerns about AI replacing jobs but emphasized the continued need for human creativity and judgment. “You have experiences and imagination that AI can’t replicate. That’s needed now more than ever,” he said.
Balancing benefits and challenges
AI offers speed, cost efficiency, and creative freedom, but its drawbacks include limited precision and the need to produce multiple drafts to achieve the desired outcome. Clients can also be wary of AI’s role in creative work.
Loomis addressed ethical concerns, stressing the importance of understanding AI’s biases and limitations. “Being a skilled AI user means being vigilant about errors,” he said. “The value system of the company using AI matters most.”
A call to students
Loomis encouraged students to embrace AI as an essential skill. “When you graduate, you’ll be competing with peers who know how to use AI,” he said. “Avoiding it isn’t an option.”
He advised students to seek out training resources, many of which are freely available online. “AI isn’t free—it takes time and effort to use effectively—but it’s a tool that’s here to stay,” he concluded.
By adopting AI thoughtfully and ethically, future communicators can harness its potential to enhance creativity, efficiency, and impact.
