Artificial Intelligence in PR
The influence of technology in our lives is growing exponentially and is increasingly a factor of change across all activities and sectors.
Artificial Intelligence (AI) is one of these technologies, which is increasingly capable of simulating the human capacity to reason and carry out common tasks and is present in the daily lives of many people and organizations. Communication companies and Public Relations are no exception, and more than 80% of communication professionals globally believe that technological innovations are one of the main drivers of change in this industry
But only around half say they are using the latest technology in their communication. For a simple reason: without a human hand, communication loses effectiveness.
Take, for example, social media management platforms, one example of the advances brought about by AI, which also helps to predict and better recognize potential crises. But the personal touch is still vital in shaping the response to a crisis and the storytelling needs a human hand. The chatbots can't convey emotion.
AI has the potential to make communication more effective, to make monotonous and linear work easier, it could be an opportunity for progression and for reducing time and resources in everyday work, allowing resources to be applied to what clients want: creative ideas and strategy.
The challenge as communication professionals is to digitize the expected and the routine in order to gain efficiency, while continuing to humanize what is exceptional, what is most creative in communication work: generating an emotional reaction that motivates a change in behavior.
We are prepared for the potential, opportunities and progress brought by Artificial Intelligence in PR without neglecting emotion and creativity. Challenge us to walk together the path of balance between the use of AI and the exceptionality of people.