On 28 May 2025, the AI4VET4AI Erasmus+ project hosted another thought-provoking webinar, titled “Navigating AI in Communications – Future of Journalism and Marketing”, organised by the Association for Women’s Potential Affirmation and Networking (AFA), one of the project partners.
The session featured Nina Gavrilović, Head of Social Media and Content at Telegraf.rs, a seasoned professional with over a decade of experience in the digital media industry. Her presentation offered a compelling overview of how artificial intelligence is reshaping the landscape of journalism and marketing, highlighting both its transformative potential and the ethical dilemmas it raises.
Drawing on real-world examples and current trends, Nina explored the growing role of AI tools in content creation, audience engagement, and workflow automation. She also addressed questions around transparency, authenticity, and the risks of misinformation in an era where content can be generated in seconds.
Some of the key points discussed included:
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How AI is changing the roles of journalists and marketers, and what skills will be needed in the near future;
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The impact of generative AI on storytelling and editorial processes;
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The fine line between efficiency and ethical responsibility when using AI in communications;
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Practical tools that professionals are already using — from AI-assisted writing platforms to audience analysis and personalised content delivery.
The webinar sparked meaningful discussions among participants, especially around the importance of digital literacy and human oversight in AI-supported communication roles. As Nina emphasised, while AI can accelerate production and broaden creative possibilities, it must be used responsibly and critically to preserve the integrity and trustworthiness of media.
The session concluded with an interactive Q&A and a call to action: to embrace AI not as a replacement, but as a strategic ally that can enhance — rather than diminish — human creativity and journalistic values.
Missed it?
Watch the full recording here:
AI4VET4AI is an EU-funded project under the Erasmus+ programme, bringing together 26 partners from 11 countries.
