Artificial intelligence, or AI, has been changing the game for years. AI has already inserted itself as a necessity of our daily lives.The suggestions on Amazon and the options on Netflix are just some of the examples of how AI has an influence on our day to day activities.
AI has been at the forefront of technological developments in recent years. When we talk about AI technology, we’re talking about a technology that can perform and act like humans AI systems can do things humans can do like decision making, speech recognition, visual perception and so on. But what does this all mean for the PR industry? Here are just some of the ways AI will impact the PR industry:
AI can assist PR professionals in obtaining news insight
Staying informed and abreast of latest news and events is a key aspect of good PR. With the 24 hour news cycle, PR professionals need to be constantly monitoring the media and looking out for relevant information and trends.
AI technology allows 24/7 collection and collation of news so that PR professionals have time to devote to other activities. With the information collected from AI’s capacities, PR teams can get valuable insights and information to inform and guide campaigns.
AI can assist in enhancing influence
One of the major goals of a PR team is to influence the consumer. PR professionals use various tactics to gain the trust of a consumer so that it benefits their client or business. While you may be reaching a wide network of people with the vast expanse of the internet, there is a distinction between having online influence and actually creating ‘real world influence’.
If you want to make sure the people you are reaching via the internet are the right people and they can be influenced, then take advantage of machine learning. AI can assist in making sure that you’re attracting the right people and influencers by classifying relevance and reach.
AI can assist with task automation
There’s no denying that PR professionals are extremely busy, with the diversity and multitude of tasks that is required for clients. From administrative tasks to writing press releases to formulating strategy, there’s a never ending list of things to do. This is where AI comes in.
With the assistance of AI technology, repetitive tasks can be done more accurately. AI can help accurately collect and collate data, giving you more time to focus on the creative aspects of your work. It will also give you time to build better relationships with clients as you can give them more of your time and attention — something a machine can’t do.
AI can assist with customer engagement
Chatbots are powered by AI technology which help brands communicate with their audience in real time. Chatbots can provide support and assistance to customers immediately when they visit the company’s website, as well as answer common questions that customers may have. Having an available resource for customers around the clock means that they are more likely to invest in your product or service, rather than turn away when they are confused about a certain issue or have an unanswered question.
Ronn Torossian is the CEO and Founder of 5WPR.