This panel conversation aims to revisit AI, fighting disinformation with focus on the PR/Comms practitioners own perceptions of and trust in the technology. In doing so, this session aims to: • revisit the relationship between trust and trustworthiness and discuss how it related to AI use and AI use in PR

• present insights gained from German practitioners and MBA and MA students

• compare the insight with reflections gained from the AI in PR book published at Quadriga Univeristy of Applied Sciences in June 2023

• discuss the implications for the future of PR practice and measurement