<p>AI is ushering in a new era of communications defined by automation, autonomy, and accelerated strategic decision-making. This fall, the <a href="https://www.sps.nyu.edu/about/academic-divisions-and-departments/division-of-programs-in-business/integrated-marketing-and-communications.html">Integrated Marketing &amp; Communications Department</a> at NYU SPS is offering its continuing education course <a href="https://www.sps.nyu.edu/courses/IMCE1-CE1008-ai-for-marketing-and-communications-generative-creativity-con.html">AI for Marketing and Communications: Generative Creativity &amp; Content Innovation</a> as well as several degree options that keep professionals at the forefront of advances in AI.</p> <p>We spoke to clinical assistant professors <a href="https://www.sps.nyu.edu/faculty-directory/21220-jose-r-mendoza.html">Jose Mendoza</a> and <a href="https://www.sps.nyu.edu/faculty-directory/21248-mckenna-l-schray.html">McKenna Schray</a> who shared their perspectives on how AI continues to reshape the way organizations communicate through public relations, integrated marketing, and corporate communications.</p> <p>&quot;AI and agentic AI in particular is genuinely transformative for integrated communications,&quot; observes Mendoza. &quot;We’re moving beyond tools that simply assist marketers toward systems that can plan, execute, and optimize campaigns with increasing autonomy. An agent can now research an audience, draft creative variations, allocate budget across channels, test messaging, and refine its own approach based on performance data.&quot;</p>

<p>Schray, who is currently involved in the development of an AI-driven Communication and Change Leadership course for the department's <a href="https://www.sps.nyu.edu/explore/degrees-and-programs/ms-in-public-relations-and-corporate-communication.html">MS in Public Relations and Corporate Communication</a>, sees parallel changes in public relations and corporate communication. “Artificial intelligence is transforming public relations and corporate communication by changing how professionals conduct research, analyze stakeholder insights, create content, personalize messaging, and measure communication outcomes,” she explains.</p> <p>For Mendoza, this represents “a structural shift in how the work gets done,&quot; adding that though &quot;AI can generate content, segment audiences, and personalize at scale, it can’t substitute for a deep understanding of your customer, a clear brand strategy, or a compelling value proposition.”&nbsp;</p> <p>“Tools will keep changing,&quot; he adds. &quot;Judgment won’t go out of style.” Enhance your ability to lead human-centered, data-driven decision-making at the NYU SPS <a href="https://www.sps.nyu.edu/about/academic-divisions-and-departments/division-of-programs-in-business/integrated-marketing-and-communications.html">Integrated Marketing &amp; Communications Department</a> this fall.</p>