Swakopmund: The growing influence of artificial intelligence (AI) in the communication sector presents both opportunities and challenges, according to Namibia University of Science and Technology (NUST)'s Director of Corporate Engagement, Nashilongo Gervasius.

According to Namibia Press Agency, in her presentation during the Effective Communicators' Conference at Swakopmund, Gervasius highlighted how AI is already transforming communication practices - from branding and marketing to content creation. She shared practical case studies demonstrating its benefits, including improved efficiency and enhanced public engagement by communicators.

However, she cautioned that overreliance on AI risks eroding institutional authenticity and diluting brand voices. "The overusage of artificial intelligence washes away originality and, to some extent, regurgitates information that makes you lose authenticity as an institution," she explained.

Gervasius stressed the need for organisations to maintain oversight and strike a balance in AI adoption. "Emerging technologies make our work easier and faster, but they require ethical and responsible use. Human oversight remains critical, especially when accountability is needed for information that reaches the public domain," she said.

She also raised concerns about data security and confidentiality, warning that sensitive information uploaded to AI platforms could pose risks to institutions. To mitigate such dangers, she called for updated legislation, particularly the Access to Information law, to reflect AI's role in information access and management.

Despite these concerns, Gervasius emphasised that AI is here to stay, with many entities already investing in the technology. "The reality is that AI will not go away. It helps us do our work, but we must ensure it serves us and not the other way around," she stated.

On what defines effective communication, Gervasius noted that it must prioritise people. "Effective communication is about delivering the right message so people can make informed decisions that positively impact their lives. It should improve their well-being and allow them to give feedback," she said.

She further underscored the importance of context, explaining that communication needs differ across communities and must meet people where they are. "Communication is no communication if it does not improve lives or invite feedback," she concluded.