AI’s impact on communications and marketing
We continue our series on artificial intelligence (AI) in public relations with Kerry Sheehan, Artificial Intelligence in PR Vice-Chair with the CIPR. Part one and two are:
AI will give deeper understanding into audience preferences
AI will have greater impact than Internet
The pace of the development of software and machine learning is increasing and by 2023 artificial intelligence will impact areas of PR such as stakeholder mapping, risk analysis, auditing, and behavioural analysis. In practical terms, can you illustrate by, say, describing a campaign or project being impacted or supported by this kind of AI?
Kerry says this is already happening, and provides four examples.
Hyper-personalization – understanding audiences
In the last five years, channels have exploded in number and micro-influencers have gained even more prominence. As AI allows us to gather and analyze more and more data faster than ever before, our ability to understand audiences and identify who or what influences them will improve vastly, as well.
In this new ecosystem, brands and communicators will be able to reach micro-communities with ever more specific and tailored messages and stories, potentially driving deeper and more meaningful relationships and connections.
Audiences and brands connecting
Audiences will connect better with the brands they feel are communicating with them on a personal level. Predictions are that organizations that invest in top personalization will
outsell companies that haven’t by around 30 percent.
Emergence of new channels: Richer experiences
AI is changing how audiences consume content and interact with brands. In the not-too-distant future, tech will fall into the background of everyday life.
Voice-enabled search optimization and services delivered through virtual personal assistants like Amazon’s Alexa, Microsoft’s Cortana, and Apple’s Siri are prominent entry points for people to engage with AI. However, our cars, appliances, wearables, and toys will all become new channels of expression and information.
AI technology will also improve the way we communicate through messaging platforms. This will elevate our messaging IQ by detecting nuances to connect words with feelings and strengthening our connections through digital communication. By linking interactive content to emotions and intentions, AI can offer relevant content right when users need it, enabling a digital conversation that flows naturally.
Read the full interview with Kerry Sheehan on Communicateinfluence’com’s Patreon page
This exclusive interview with Kerry can be found on our Patreon page at patreon.com/communicateinfluence. She covers:
1. Hyper-personalization – AI allows us to gather and analyze more and more data faster than ever before, so our ability to understand audiences and identify who or what influences them will improve vastly
2. Emergence of new channels – Richer experiences: AI is changing how audiences consume content and interact with brands. In the not-too-distant future, tech will fall into the background of everyday life.
3. New forms of content creation – Machines that write and create
When fed the right data, some forms of AI can create content that humans don’t recognize as machine generated.
4. Saving time with automation – The major advantages here are interconnected. Automation will save untold hours typically spent drafting, formatting, and distributing data-driven content, freeing-up time for the higher level, more interesting and strategic work to position brands and clients for success.
PR pro Kerry Sheehan
Kerry Sheehan is an public relations strategist. She is a Chartered PR and CIPR Fellow. She’s also a nominated member on two of its committees and a member of its UK #AIinPR panel, looking into the implications and opportunities of artificial intelligence in PR to guide members and the industry. You can find Kerry on LinkedIn.
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