AI Can't Replace Human Trust-Building, Experts Warn

Communication professionals at a Public Relations Consultants Association of Nigeria session in Lagos agreed that AI cannot replace human judgment in building trust. Burson Africa CEO Karl Hæchler argued AI should handle only 30% of communication work, warning that over-automation creates an 'authenticity gap' that erodes credibility. Experts highlighted AI's role in amplifying misinformation, noting that generative AI can fabricate supporting images and videos, making crisis management increasingly complex. The consensus favored a hybrid model where AI supports speed and structure, while human creativity, emotional intelligence, and contextual awareness remain central to effective communication.