Use of AI in PR must depend on its proven capabilities rather than promises

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 05, 2019, 12:57 PM UTC

AI can help identify trends, track issues, generate analysis and produce reports faster than humans.

The author states that AI symbolises a revolution for public relations by its capabilities of determining trends, tracking issues, conducting sentiment analysis and producing reports faster than humans. Industry insiders and academicians anticipate AI to take over 38% of PR skills over the next five years.

The limits of a technology are decided by the vision, expertise and the ability of the human managing it. The author states that the use of AI in PR can only be as good as the technological, financial and human resources being invested in it.

Leon Raush, director of Client IT at PRIME Research suggests developing capabilities to be functional without being dependent on AI’s promises. This can be done by understanding instances in which AI has proven itself in empowering the PR process.

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