The frequent and increasing reliance on Artificial Intelligence (AI) and I are both relatively new to the Public Relations Industry. AI is now an accepted part of the industry, accelerated by the breakthrough of ChatGPT into the mainstream when it was released in November 2022.

 

The ability of machines to learn from experience, adjust to new inputs and perform human-like tasks is becoming day to day in the fields of communication and creativity. Although this phenomenon is not new and has been used in the PR industry for many years now, its scope and frequency of use across many sectors of the profession are on the rise – rapidly.

 

This is supported by research which states: “one in five workers (17 per cent) had used artificial intelligence tools to help them do their work” (Finder, 2023).

 

I use AI in almost every aspect of my day. AI is used throughout a campaign lifecycle, at the ideation and execution phases, and during post campaign monitoring – a valuable resource at each stage.

 

I used AI to construct the initial draft of this blog and as an assisted research tool. What I took away from this, is the speed, accuracy, and efficiency to data collection AI has.

 

AI can cut out hours of labour in data collection and research. This in turn saves time in a PR practitioner’s day.

 

“AI will not replace lawyers, but lawyers who use AI will replace those who don’t.” – Rohit Talwar, Futurist

 

The same applies to communicators. AI doing the grunt work allows practitioners to work faster, more creatively and deeply look at the data collected to determine a client’s pain points and the best tactics needed.

 

Human skill and interpretations will always be necessary when delivering well rounded communication.  AI that can be used as a baseline, and in addition to, ingenious ideas produced by qualified communications professionals.