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The meteoric growth of Artificial Intelligence in all areas of activity of our postmodern society definitely reshapes the higher education landscape as well. Task achievement both by students and teachers has been substantially facilitated by emerging technologies. Equally important, the availability of learning platforms allowing teaching/learning customization and real-time feedback stands out as a significant factor that enables the fluency of pedagogical communication by increasing the equilibrium of the teacher-student interaction.

Alternatively, it is our strong belief that we need to counterbalance technological resources with human intervention in order to shape a balance between students’ knowledge expectations and teachers’ subject matter expertise. The article aims to highlight the role and place held by AI in the teaching process by analysing ways and practices of knowledge transmission to PR and Communication students. The introduction of the emotional component in association with technological resources in the teaching activity, presumed to streamline and enhance the quality of the education process, disproves the diminution of the teacher’s traditional role caused by the presence of AI in education.