Communication Students in the AI Era: Insights from the CEO of Pmedia, an LHU Alumnus

Artificial Intelligence (AI) has become one of the most influential forces reshaping the modern communication industry. From content creation, visual design, and website development to the implementation of digital platforms and user behavior analytics, AI is profoundly transforming how communication businesses operate and grow. In this context, many students pursuing communication, marketing, and content creation inevitably have concerns about their competitiveness and future career prospects.

From the perspective of Minh Phu, CEO of Pmedia — a startup operating in the fields of information technology and communications that specializes in brand communication solutions, website development, and consulting and implementing digital platforms for businesses — and also an alumnus of Lac Hong University, the following insights provide valuable direction for students pursuing communication careers in the AI era.

Minh Phu, CEO of Pmedia, provides specialized website solutions, including maintenance, operation, SEO optimization, and website integration with CRM and AI software.

AI Cannot Replace Humans Because Humans Have Emotions

According to Minh Phu, although AI is becoming increasingly intelligent and effective in supporting many stages of communication activities, it cannot completely replace human beings. The core value of communication lies in emotion, understanding, and the ability to connect.

AI can process data quickly, optimize workflows, and suggest ideas, but it cannot perceive the subtle emotional nuances of human interaction, nor can it replace creative thinking shaped by real-life experiences and cultural contexts.

Therefore, students should not view AI as a threat. Instead, AI should be seen as a powerful tool that enhances work efficiency. Future communication professionals will be those who can combine technological capabilities with strategic thinking, storytelling skills, and emotional sensitivity — the key elements that build a sustainable professional identity.

Phu is conducting an interview video with Ms. Nhu Ngoc, a lecturer in the Multimedia Communication program.

Skills That Help Students Stay Relevant in the Age of AI

Based on his experience implementing real-world projects for businesses, Minh Phú believes that in the AI era, the fundamental skills of communication professionals remain decisive.

These include strategic thinking in building and positioning brand communication, creativity grounded in emotional insight and experience, the ability to understand customers and market dynamics, as well as the capability to develop and manage content across multiple digital platforms.

In addition, a mindset of continuous learning and the ability to quickly adapt to new technologies are essential requirements. AI will continue to evolve, but the advantage will belong to those who learn how to use AI selectively to support creative goals and enhance communication effectiveness.

The interview filming session was conducted by first-year Multimedia Communication students under the guidance of faculty members.

The Role of Lac Hong University in Preparing Students for the Profession

Reflecting on his academic and professional journey, Minh Phu highly appreciates the role of Lac Hong University in equipping students with the knowledge foundation and professional mindset suited to the modern communication landscape. According to him, the university not only focuses on traditional professional knowledge but also emphasizes updating emerging industry trends, particularly the development of technology and artificial intelligence.

Within the training program, students are introduced to and trained in AI-related skills with strong practical applications. These include applying AI in marketing automation, supporting content creation, optimizing digital communication processes, and managing online platforms.

In addition, the integration of legal knowledge related to communication and AI helps students better understand regulatory frameworks, professional responsibilities, as well as their rights and obligations when creating, utilizing, and applying technological solutions.

According to Minh Phu, this educational orientation enables Lac Hong University students to quickly adapt to real-world working environments, proactively respond to technological changes, and narrow the gap between academic training and industry demands.

Students at LHU are always encouraged to participate in real projects and major events to enhance their practical experience.

What Should New Graduates Prepare Before Entering the Industry?

From the perspective of a business leader, Minh Phú emphasizes that new graduates should pay special attention to building a well-prepared and professional personal portfolio.

A portfolio is not merely a collection of completed projects; it also reflects the individual's work attitude, level of commitment, and professional responsibility.

A strong portfolio should clearly demonstrate the creator’s thought process, problem-solving approach, and the ability to present ideas in a coherent and professional manner. As AI increasingly supports technical processes, meticulousness and personal identity in each project will become key differentiators for students entering the job market.

As an alumnus of LHU, Phu currently participates in advising the Communication program, and many members of his team are also graduates of Lac Hong University.

A Message to Communication Students in the AI Era

In conclusion, Minh Phu affirms that AI is not a barrier for communication students — provided they understand it correctly and prepare themselves accordingly. The most important factor is maintaining the human identity within the profession while continuously learning, proactively exploring new technologies, and cultivating a professional working attitude.

With a practice-oriented training foundation that emphasizes AI application and continuously updates industry trends at Lac Hong University, combined with students’ proactive learning mindset, graduates can confidently pursue careers in communication, marketing, and content creation in the AI era — where technology and human emotion work together to create sustainable value for both society and businesses.

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