AI and the Future of Communications Businesses

[Read Time: 3.9 minutes]

Grateful to @shibanijoshi, Antony Cousins, Chelsea_Mirkin, @alwheate from Brandwatch, and Joseph Rhoton from PRNewswire for sharing their insights during the AI / Comms webinar hosted by @Cision. Here are the notes and insights I gained from the discussion.

Introduction: Embracing the Power of AI in Communications. The Transformational Power of AI:

In a recent Cision webinar titled “AI & the Future of Comms Teams,” the impact of Artificial Intelligence (AI) on the future of communications businesses was explored. As we delve into the world of AI, it becomes clear that this transformative technology holds great potential for the next generation entering the workforce.

The Transformational Power of AI:

AI is like a powerful genie, capable of making communications faster, and more cost-effective, yet not yet error-free. Just as the transition from photographic film to digital transformed the imaging industry, AI is poised to revolutionize communications. Unfortunately, some industry executives resisted these new technologies, but those who embraced them thrived.

Affects Across All Levels of the Workforce:

From junior-level employees to senior creatives, the impact of AI can be felt by all. However, it is important to note that AI cannot replace the human touch when it comes to identifying truthful and exceptional content.

The Evolution of Comms Professionals:

AI is not just another search tool; it represents a massive change in the communications landscape. By utilizing earned media content, AI has the power to shape brand loyalty and reputation. In fact, AI can even discover and recommend your brand if you have a standout PR campaign.

Unlocking AI’s Potential with Cision:

Cision, a leading player in the communications industry, is actively testing new AI features with its well-resourced customers. The key focus is on maximizing content quality rather than quantity. It’s about going beyond mere press releases and embracing investigative journalism. Creating a terrific user experience and incorporating innovative features are essential to succeed in this AI-driven era.

Building Everlasting PR Assets:

In the age of AI, it is crucial to build PR assets that stand the test of time and catch the attention of AI algorithms. Creating content that endures and receives AI recognition is of utmost importance.

The Power of AI Summarization:

AI excels at summarizing information but faces challenges regarding precise quantification. As AI scours the web, questions about trust and accuracy arise. While AI can automate tasks, companies must strike a balance between efficiency and maintaining human involvement. I’m reminded of the film, 2001: A Space Odyssey, when the precursor to the AI robot, HAL said “I’m sorry, Dave. I’m afraid I can’t do that,” he calmly intones to Dr. David Bowman, who is locked out of the spacecraft. Hal has just killed four of Bowman’s colleagues and intends to doom him to a slow death by asphyxiation.

Navigating Miscommunications and False Information:

Businesses leverage AI to monitor discussions and steer the dialogue away from miscommunications. Political campaigns face the risk of false information, requiring diligent debunking and swift crisis management.

Presenting AI in a Positive Light:

There is a missed opportunity in how businesses communicate about AI. Instead of dwelling on fears, the focus should be explaining how AI improves efficiencies and creates new opportunities. Companies must embrace innovation and develop technologies that complement and compete with AI to stay competitive.

Harnessing AI for Social Media Monitoring:

AI can be a valuable tool for monitoring social media data and gaining insights to make informed recommendations. However, a question remains: will consumers trust AI to deliver reliable information?

Conclusion: AI’s Impact Across Industries:

In conclusion, AI’s influence will extend to every business sector. While blue-collar jobs like painting houses and mowing lawns remain safe for now, the transformative power of AI cannot be denied. As we move forward, businesses need to adapt, innovate, and explore the potential of AI to secure their place in the future of communications.