MANILA, Sept. 12 -- Artificial intelligence (AI) makes jobs of communications practitioners easier, but experts said it should only be used as a tool and not as a replacement for meaningful work.

Norman Agatep, chair and chief executive officer of marketing communications firm Grupo Agatep, said that while AI is a big help for research and content writing, communications professionals still need to "inject the human spirit in their work."

"The more mature PR (public relations) professionals are still trying to find ways to use AI merely as a tool," Agatep said in an interview on the sidelines of the 32nd National PR Congress in Quezon City Friday.

He said it is the younger breeds of professionals that use AI extensively, thus, he expre...