In the era of digital transformation and rapid development of Artificial Intelligence (AI), the question “Could AI replace humans in the communication industry?” has become more relevant than ever. To provide students with a multidimensional and international academic perspective, the Center for International Education (CIE) at PTIT collaborated with Macquarie University (Australia) to organize a special open lecture on April 15, 2025, titled: “Is AI (Artificial Intelligence) a Threat to Jobs in the Communication Industry?” This lecture was delivered directly by Dr. Sarah Keith – a leading communication expert from Macquarie University.

Can AI Replace Communication Professionals – or Is It Merely a Support Tool?

During more than 90 minutes of engaging discussion, Dr. Sarah Keith guided CIE PTIT students through profound insights on the relationship between AI technology and the modern communication sector. She emphasized that:

AI is transforming the communication industry, especially in content production, data analysis, and measuring communication effectiveness.

However, AI cannot fully replace humans, as skills like creativity, critical thinking, social perception, and intercultural communication remain irreplaceable advantages.

Communication students need to proactively “update themselves” – not only learning to use tools but also changing mindsets, awareness, and professional approaches.

An Academic Event – Exchange – Inspiration

The lecture was honored to welcome Dr. Tran Duc Lai – Former Deputy Minister of Information and Communications, Chairman of the Vietnam Radio and Electronics Association, along with faculty members from the Multimedia Department at PTIT.
During the Q&A session, students posed insightful questions, demonstrating their engagement, concern, and understanding of this timely topic. This event was not only a class but also an inspiring academic space that promotes innovative thinking and connects students with global trends.

Igniting Motivation for Learning & International Integration

Through this open lecture, Communication students in particular and CIE PTIT students in general had the opportunity to:

Access international academic perspectives, thereby expanding their critical thinking on emerging trends.

Reposition the role of humans in the AI era and understand the competencies needed in the new context.

Foster motivation for self-renewal, continuous learning, creativity, and adaptation to rapidly changing work environments.

Let’s revisit the memorable moments from the event and follow the CIE PTIT fanpage for updates on many upcoming exciting academic programs!