A transformative technological intervention that holds massive potential for disruption in most traditional industries as we know them today, Artificial Intelligence (AI) is also making its steadfast position in the world of public relations (PR) and communications. In recent times, technology PR has brought to light the various developments and significance of AI for this field, highlighting its promising potential in the years to come.
What artificial intelligence can do is eliminate repetitive tasks through automation, thus omitting time wastage and efforts duplication, making PR and communications much more effective and impactful. There are a number of ways in which AI could transform these fields for better, some of which we will be discussing in this article today.
But first, let us take a look at some basics.
Artificial Intelligence is an umbrella term for data-driven technologies that can enable machines to perform cognitive tasks like observing, writing, reading, moving, analysis and more. Many of our common present-day applications rely on AI, including virtual assistants like Alexa and Siri, that use natural language processing and natural language generation to answer the user’s questions.
Similarly, eCommerce websites like Amazon deploy AI to make absolutely suitable recommendations to customers, while email service providers like Gmail and Outlook predict what you are going to type next and complete sentences for you.
Such is the relevance and application of Artificial Intelligence that when it comes to PR, there is an equally impressive scope and ability to transform the field completely. AI can directly impact the daily consumer or audience’s life, bring unprecedented efficiency and cost savings to your product and services delivery and even suggest a better approach to your communications, based on customer dynamics. According to an estimate, AI will create up to $2.6 trillion in marketing and sales alone for businesses all over the world.
The number of tools available for PR and Communications professionals might not be overwhelming, though it is continually growing. Even this limited exposure has set the stage for transformative disruption of the field in the years to come, with AI as its technological foundation. Findings suggest that if the current knowledge gap surrounding the use and application of AI in PR and Communications is addressed, it could advance to much higher levels of adoption and revolution for the industry.
The above were just a few of the many applications that AI holds in the field of PR and Communications. There are lots of avenues to explore and several trends to emerge that will have a far more pronounced impact on public relations and the wider business community. It is possible that there might be some applications that we have not even thought of or talked about yet, but which will be shaped by advancements in AI in the near future.
At the core of it all lies AI’s ability to process human language, activities and intelligence, thus helping automate even those processes that were traditionally considered employee responsibility. From understanding customer behaviour, preferences and beliefs to providing well-researched input for campaign strategies, AI’s capabilities of knowledge representation, prediction, computer vision, NLP and audio-signal processing are truly pathbreaking.
For PR and Communications, AI holds vast applications in terms of personalization and recommendation systems, translation, social listening, sentiment analysis, image and voice recognition, speech coaching, extended reality, campaign management, and more. The conversation seems to have just begun though, with a long road ahead for myriad applications and developments. The one thing that is for sure is that AI’s benefits of automation, acceleration and accuracy are all set to truly revolutionize PR and Communications for the better, with unprecedented developments taking centre stage in the years to come.
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