Artificial Intelligence (AI) is the simulation of human intelligence processes by machines, especially computer systems. As a concept, AI has been around since the 1950s, but it has seen a surge in popularity in recent years due to the inventions such as ChatGPT, self-driving cars and robots. The market for generative AI is projected to grow from $11.3 billion in 2023 to $51.8 billion by 2028.
As companies can make use of software to generate any sort of content required, from images to long-form blogs, this raises several issues. From the ethical considerations of using AI to generate your content, to fear of humans losing their jobs to computers, in this blog we cover some of the most pressing concerns for the communications industry.
How will AI Impact PR?
Text-based generation AI is currently the most used form of generative AI within the PR industry, with numerous tools being released within the last year, ChatGPT, Chibi and Copysmith are just a few examples. These tools can be used as assistants to generate text for pitches or press releases, speeding up the process of content creation. It can also be used to generate images using software like Canva.
At the time of writing, there are no copyright limits or restrictions on AI-generated content, meaning agencies can make use of it to quickly generate large volumes of content. It should be noted however, to keep up reputation, it is expected that any AI-generated content is declared, so clients are properly informed on how their money has been used.
The Implications for AI on Comms Tech
The argument for introducing AI into the PR industry is to improve efficiency through means such as the automatic generation of content. There can be problems with this however, as ChatGPT has been found to make mistakes and generate false claims. AI can help to generate large volumes of content quickly; however, it still requires the creativity of an industry professional behind it (as well as a comprehensive fact checker). What is put into an AI system matters as it cannot simulate creativity by itself.
How will AI Affect the Data Flows and Measurement of PR?
AI can be used to help deal with the large volume of data that the industry is faced with. As it stands, some organisations can only manage around 20% of their data due to the sheer volume they have. AI is capable of understanding data sets almost instantly, extracting their meaning, and then optimising and automating them for easy use by agencies. These data sets include text, visual, audio and synthetic data. AI is better at processing these sets as it can analyse a much larger amount in a much faster time frame than a person, as well as working 24/7. In future, it may also be possible to accurately predict media titles, influencers and public affairs tactics through the use of AI.
Using AI will ultimately allow for greater amounts of data to be processed and understood much quicker and easier, which in turn, should increase efficiency as these results are translated into actions faster.
Revolution or Evolution? How will AI Change the Role of PR Agencies
The PR industry is constantly evolving, first there was email, then social media and now AI. Embracing change and new technologies is integral to the survival and improvement of the industry.
With the use of AI, it will be possible to generate both visual and written content quickly, while removing some monotonous tasks. As AI currently stands, the quality of some of that content may be questionable, where its benefits will arguably be felt most quickly in data processing and visual content creation.
It is important to keep in mind, however, that AI cannot replace existing professionals. The technology is still developing, with a long way to go. An argument can be made for quality over quantity; a good story involves emotion, creativity and nuance, something AI is incapable of generating. Human beings create good chemistry and relationships with each other which is integral to businesses, another thing that AI cannot replicate. It is also not able to perform important PR tasks such as reputation management or crisis communications. Finally, AI generated ideas are simply not unique like those of humans.
What are the Implications of Generative AI for PR?
There is a place for AI within the PR and comms industry, as it is capable of processing a large volume of data quickly, relieving pressure on teams. AI is currently at the peak of the hype cycle and looks to expand over the next couple of years, so comms professionals should consider adding it to their repertoire to evolve with the rest of the industry. Though AI can never replace workers, it can help support them.
