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PR Trend: Artificial Intelligence and Public Relations

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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.

Unplug for your kids.

Unplugged Bots on Wired’s “GEEKDAD” Blog – Shared Post

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By Erik Wecks, GEEKDAD

 

At his day job, Gary Hirsch is a business consultant running a company called On Your Feet which uses improvisational theater to help businesses communicate and collaborate. When not working with managers from Nike and other large corporations, you might find Hirsch busy painting robots on the backs of dominoes or out and about Portland, Oregon, leaving his creations all over town for people to find.

BotJoy fan Jeff Probst with artist Gary Hirsch

In early 2012, his “What Brings Portland Joy?” project asked finders of his bots to post pictures of their bot with things which brought them joy. In true Portland style, he soon had pictures of kale, roller derby, and beer. Recently, Hirsch was asked to have his bots included in the swag bags for both the Emmys and the Golden Globes. Joy Bots and other Bot creations by Gary Hirsch have now been showing up with the likes of Downton Abbey‘s Elizabeth McGovern; cast members from Glee, True Blood and Breaking Bad; and Survivor host Jeff Probst, who recently ordered 100 of them to give to the guests on his talk show.

 

Not only are Hirsch’s bots hobnobbing with the rich and famous, but they are also becoming well traveled. Hirsch says that he has received pictures of his bots from all over the world. “There is a part of the website ‘Where in the world is your Bot?,’ and folks love sending in photos of their Bot in exotic places: Bali, Egypt, Nairobi, and the Arctic Circle to name a few.

 

After meeting the art therapist at Randal Children’s hospital in Portland, Hirsch asked if he could make a special “Brave Bot” for kids being admitted to the hospital. Now each child admitted to the day surgery unit gets a special Brave Bot with instructions that read:

  1.  Allow your robot to get to know you by letting him hang out with you in your room, on your windowsill, in your pocket, or wherever you like to spend time.
  2. Listen carefully, when needed, your Brave Bot will use his robot powers to give you a little bit of courage to face the things that feel uncertain and scary.
  3. Keep your Brave Bot with you anywhere you go for a little bit of courage where ever you are.

Gary Hirsch's Brave Bot

“I hear some amazing stories of how the Bots are helping,” says Hirsch, “For instance: Ava, a wonderful 8 year with type 1 diabetes holds on to her Brave Bot every time she gets an injection. Her Mom just told me that now Ava is able to give herself insulin injections with the Brave Bot watching.”

When asked why he thinks these bots seem to have helped, Hirsch answered, “The Bots are small, feel great in your hand, the kids are always bigger then the Bot, they can talk to it, they feel in control. Somehow the Bots help you have conversations with yourself that you might not have otherwise. I have really no idea how they work. I just make them and let the people that have them do the rest.”

I asked Hirsch how he came up with the idea for the bots.

“I had this idea about 5 years ago: What if you had an imaginary robot that followed you around all day and gave you outrageous compliments? It was a fun idea to imagine, so I included it in an illustrated journal that we made for our On Your Feet clients and gave them out when we were running innovation and creativity sessions. The image of a robot following you around giving you compliments kept haunting me… I mean seriously, how cool would that be? It would be invisible, and only you would know it was there, and it would say things to you like “Nice pants” or “That was a smart thing to do” or “You made the right choice.”  So two years ago, I thought, “Let’s make the robot real” and after playing with several surfaces, I stumbled onto the domino. Now instead of an invisible robot, you have a small one that you can take anywhere.”

One of the things I love about each bot is that it is a numbered piece of art. I have bots which Hirsch gave me in the 15,000 range. He told me that recently he passed number 17,000 and has left hundreds of them around cities like Portland, Oregon, and Austin, Texas. Hirsch is incredibly generous with his bots, giving away thousands of his creations. The rainy night I met him, Hirsch stuffed the pockets of my jacket with several bots for me, and some for my kids as well. He also produces large scale installations of his bots which used hundreds of individually crafted pieces. Hirsch says that he can lose himself for hours while painting bots and is nowhere near bored with the project.

Gary Hirsch original bot.

Hirsch has branched out from the original joy bots. There are now 26 different Bots. “You can see them all on my Etsy site with new ones sprouting up all the time. My favorites are:

The Launch of the Unplugged Bot:

Recently, Hirsch’s brother came up with an idea for a new bot, the Unplugged Bot. The Unplugged Bot assists its owners to unplug once in a while and re-connect with the real world. Like all his bots, they are hand-painted and one-of-a-kind.

“Do you know someone who needs to unplug? Who has to check their electronic devices every 20 seconds?”

 

Read more by Erik Wecks

Follow @erikwecks on Twitter.