The MAC Arts Centre in Belfast was the venue for an important event on the impact of artificial intelligence (AI) within the public relations industry. Co-hosted by the Public Relations and Communication Association in Northern Ireland (PRCA NI) and the Chartered Institute of PR (CIPR), AI in PR took place on Friday 17 May with the focus on this now commonplace technology, which is disrupting the industry and effecting change.No longer a futuristic concept, AI sets the pace, driving innovation, opening up new possibilities and constantly evolving, while in its wake, causing transformational change to traditional PR practices.