What Is AI?
Artificial Intelligence: noun. A branch of computer science dealing with the simulation of intelligent behavior in computers, the capability of a machine to imitate intelligent human behavior. -Merriam-Webster Dictionary
AI infiltrates our lives more than you may realize. For example, that voice to text feature on your phone, Google maps, and customization of your Facebook feed? Yep, it all stems from AI. But don’t worry, these robots aren’t evil. And they aren’t taking over the world…just your Instagram feed.
AI & PR
The majority of the media you consume is tailored to align with your thoughts and opinions. This data is collected and customized for you based on what you engage with. In the world of PR, this is extremely valuable information. According to Forbes, “With real-time data being used as an asset, professionals in the PR and media industries are able to provide their audience with content they want, rather than content they find annoying.” AI allows PR professionals to target niche audiences with specific content and advertisements. As a tool for marketing, AI is transforming the PR industry.
How Do PR Professionals Use AI?
According to PR Daily, “If you do something more than twice, it’s a good candidate for automation.” This means that AI could be useful for routine tasks like monitoring client media coverage, summarizing negative/positive articles and analyzing data. A major advantage to AI could be its ability to quickly track a potential crisis your brand may face. AI frees up time for PR professionals to focus on client projects that require human understanding and creativity. (Something AI bots will never fully grasp. 😉 )
“All these AI applications will help PR folks save a ton of time on longer projects, resulting in increased opportunities to focus on what really defines a PR agency: ideas.” –Big Fish Communications
Why Are People Concerned About AI?
As PR professionals and consumers of media, should AI in the business world concern us? John Bara, president and CMO of a leading predictive marketing technology company, says no: “Savvy PR professionals will understand that big data and AI can provide their readership with amazing, data-rich research on a myriad of topics. Companies should not fear big data and AI. Instead, they should embrace the trend and experiment.”
It is also not likely that AI will steal jobs. The core of the PR industry is forming relationships. The personal connections that agency’s and businesses form with their clients can never be replaced by AI. PR succeeds through the cultivation of authentic relationships.