Will AI take over PR?
Toby Smith, marketing executive at Brouha Marketing, a specialist PR and marketing agency for clients across the built environment, talks about the implications of AI within the world of PR.
We asked ChatGPT if AI would take over PR. Here’s what it said: ‘AI is definitely changing public relations, but it’s more about enhancement. AI can handle data analysis and assist with content generation. However, the human emotions and storytelling that comes with effective PR is something AI can’t fully replicate. So, it’s likely we’ll see a collaboration between AI tools and human expertise rather than a complete takeover.’
Laying the groundwork
Prime Minister Sir Keir Starmer has recently detailed the AI Opportunities Action Plan, which proposes a national data library to support AI development to ‘make our country an AI superpower’. This may seem like an abrupt announcement, but take a moment to think – What do we use that uses AI?
Here’s just a few examples: Google Search, Google Assistant, Canva, Adobe. Whilst some are more obvious than others, you’d be hard pressed to find anyone who calls Google Search ‘AI’. That’s because it’s ingrained into our culture. Therefore, if we are to have a serious discussion about the implications of AI in the industry, all forms must be considered.
How can AI benefit us?
There tends to be a negative perception against AI, especially amongst those in creative roles. When you look at the barrage of ‘Is AI going to take over your job’ articles in the media, it’s understandable. Despite concerns, it is important to consider the benefits that AI brings to the workplace.
Tools like Google Search have become commonplace and are now an integral part of our day-to-day life. Providing instant access to information which most of us now would be lost without.
Chat GPT, which uses AI to provide in-depth answers to user questions, is widespread within the workplace, with over a billion monthly visits, and an active user base of 100 million. It’s not hard to see why. Studies have shown that, across a diverse range of sectors, utilising AI within the daily routine leads to an increase in worker productivity.
Where AI falters
Although AI is great at assisting with more data-based tasks, it lacks the human touch. In PR, we so frequently employ the written word that it seems like we can spot AI-generated messages whenever we see them.
Though AI could write PR, it makes mistakes. Without access to key information, AI will produce a piece that speaks around the issue and, ultimately, fails as PR. No PR written by AI will ever be current. It can never produce original copy about a new product or service, for example.
Everything needs validating by a human to ensure its accuracy. Only humans can add a nuanced understanding of language to create an emotional connection with the reader and make your PR more memorable and impactful. This is the art of storytelling that makes content more engaging, applying that real tone of voice that – currently – AI just can’t replicate, which helps readers connect.
Where next?
AI will inevitably improve. Technology always does. If you look at how far AI video has come within the last two years, it’s genuinely frightening. What were once strange and bizarre are now nearly impossible to distinguish from reality. Written content will follow suit.
So, how do we compete? Firstly, let’s change the framing: this isn’t a competition. Your relationship with AI must be collaborative, and you must lead. AI is ours to use and there are some great tools out there that, if used right, can enhance productivity without compromising accuracy.
AI continues to advance, but nothing can compete with real human interaction… yet.