by Kaylee Holland - In the murky realm of artificial intelligence, the question remains: Should we fear its power or harness it for good?
Rebecca Bultsma knows that for some, using AI models can spark unease—but she also sees its immense potential. Drawing on over 16 years of strategic communication and public relations expertise, she is an internationally recognized communications professional and a sought-after AI trainer, speaker, and consultant, dedicated to helping others harness AI’s power for good.
Hesitation surrounding AI
There is considerable anxiety surrounding AI—and for good reason. “I think it's just that fear of not knowing what's coming next, and nobody knows what's coming next,” says Bultsma.
Another reason, she explains, is that “writing is our superpower,” which makes it unsettling to think that something else can do it too. The good news, she adds, is that “it can't necessarily do things the same way or as good as we can.” Your voice remains the most powerful tool—something AI cannot replicate.
“We're still going to do the communicating and the writing. We're just going to use AI to help us make that more effective, sharing strategies and tools specifically for that,” explains Bultsma.
AI Shaping our Communication
Forecasting has long been a cornerstone of the business world, relying on the analysis of trends, markers, and data to predict future events. AI forecasting takes this a step further—leveraging artificial intelligence to enhance forecasting and foresight, producing well-informed, data-driven predictions.
As Rebecca explains, “AI excels in examining huge amounts of data, and being able to pull out trends will help you make better predictions.” AI forecasting can be extremely beneficial within the communication world, especially for creating communication plans.
Rebecca will equip attendees with a powerful toolkit to stay ahead of trends, spot threats before they emerge, uncover exactly what their audiences want, and take decisive strategic steps to keep their communications sharp, effective, and ahead of predictable pitfalls.
Intuition vs. AI
When we grasp AI’s potential, how do we determine the right balance between trusting it and trusting ourselves?
“The balance is that human intuition always must be first and foremost in everything that we do, and we must work hard and learn to put that first and to trust it. What people are looking for are trusted voices, unique voices that aren't generic, and pre-existing systems of communication run by trusted people that have a face and that they know. People are going to be looking for that more than ever,” advises Bultsma.
Hear More from Rebecca
Tune in to learn the ever-changing world of AI by joining IABC Philadelphia for AI Masterclass - The Communicator’s AI Roadmap: Forecasting, Personas, and Practical Strategy, on October 16th, 2025, from noon to 2:00 pm. ET.
Kaylee Holland is a communications intern and a driven advertising and public relations student passionate about crafting meaningful connections through strategic storytelling. She thrives on shaping public perception and executing campaigns that leave a lasting impact. Kaylee enjoys traveling, crocheting, singing in choir, staying active, and musical theatre. Her blend of creativity, empathy, and strategic thinking fuels both her interests and her ambition to build strong, authentic brands.