Beyond the Prompt: AI in the Creative Process

Join FPRA Gainesville this November for “Beyond the Prompt: AI in the Creative Process,” for an engaging conversation about AI in communications with Matthew Abramson and Erin Ferraro from the University of Florida’s AI Squared Center. They’ll share how they’re incorporating AI tools into their creative process and offer insights from UF AI Days. Whether you’re experimenting with AI or just getting started, you’ll leave with practical inspiration for your own communications work.
About Matt: Matthew Abramson has 19 years working in higher education and the broadcast media industry. A double Gator from UF’s College of Journalism and Communications, he worked for television stations including WUFT, WGFL, and WCJB. Matthew taught at UF and Santa Fe College for a decade, and he’s garnered over 30 professional awards from the Florida Association of Broadcast Journalists, American Advertising Federation, Telly Awards, and more. At the University of Florida, Matthew served as Director of Media Services for the College of Journalism and Communications, as well as Academic Studio Manager for UF IT’s Center for Instructional Technology and Training. He joined the AI² Center in 2026 to tell the story of AI across Florida’s flagship university, as well as manage communication and marketing needs.
About Erin: Erin Ferraro is a Marketing & Communications Specialist with a finesse for creative visual storytelling and design. With expertise in graphic design and content creation, she has brought bold ideas to life at organizations like UF Student Life, The Collier Companies, and STOP!® Children’s Cancer, Inc. She holds a B.A. in Technology Management from Saint Leo University and an A.A.S. in Graphic Design from Santa Fe College. When she’s not busy creating visuals and campaigns, you’ll find her lost in a good book or making magical memories with family at the House of Mouse.