AI – HUMANS STILL NEEDED
AN ANALYSIS OF SKILLS AND TOOLS IN PUBLIC RELATIONS
By Jean Valin APR, FCPRS, FCIPR (Hon)
The rapid advance of artificial intelligence (AI) means that software will increasingly be used to create content; content marketing will be driven by algorithms; bots will manage public enquiries; and decisions of channels and tactics will increasingly be automated, driven in real time by public responses and behaviours. But how much of what we do in public relations already is, or will be replaced by technology, and specifically artificial intelligence (AI)?
With that backdrop the CIPR #AIinPR panel tackled the question of skills in public relations. We wanted to know how much AI was already in public relations and how fast it is evolving. We reached out to dozens of professionals who helped us understand what is going on in our industry.
Transcription services are a prime example of where such changes are taking place. See some of the below links for more information: