GPS

 By Haroon Aremu

Artificial intelligence (AI) is involved in everyday tasks, especially using smartphones or laptops to check message spellings, using voice commands for music, or following GPS directions. While these tools have existed, modern AI is much more advanced. It can not only complete tasks but also learn and improve its abilities by analysing information, making it even more powerful.

With its remarkable ability to think like a human and tackle everything from brainstorming to strategic planning, AI has become an indispensable ally in PR, reshaping how professionals craft their messages.

AI is a versatile powerhouse that can perform tasks such as generating innovative ideas and crafting tailor-made press releases and reports.

AI in PR is an especially exciting area. With tools ranging from traditional chatbots to cutting-edge, comprehensive platforms like Natural Language Generation (NLG) technology, PR pros can now create personalised content at lightning speed, paving the way for big-picture thinking and strategic approaches.

In a report by PRDaily and Accesswire, about 200 PR respondents were captioned. ‘59% seek predictive analytics for PR planning.’

Pundits argued that ChatGPT, the AI wizard that has revolutionised PR, is among the commonly used AI tools. With ChatGPT’s prompt input, tasks like building media lists and brainstorming content ideas have never been easier.

American Marketing AI Institute has also predicted that AI has created up to $2.6 trillion in business value in marketing and sales alone.

While incredibly powerful, AI is not 100% perfect and does not have emotions; it can also be inaccurate.

However, while AI may be a distraction, one thing remains abundantly clear: human connection is irreplaceable. After all, no machine can match the warmth and empathy of a genuine human interaction.

Meanwhile, AI and human interaction make the team’s dream easier. The deployment of both can boost efficiency and creativity and drive strategy. As the AI landscape continues to evolve, PR pros must embrace these changes wisely, leveraging technology as a tool to supercharge their skills and deliver impactful communication strategies by leveraging AI to streamline PR workflows in the digital age.

As an intern in PR and marketing communications, the influence of this field is undeniable. From advanced analytics to content generation, PR pros can deploy this tool to evaluate strategic decisions accurately.

Personalised marketing campaigns can also be deployed to elevate customer engagement, increase conversion rates and customer interactions, and enhance brand loyalty.

Notwithstanding, implementing AI also comes with challenges: data privacy concerns and the need for ongoing algorithm refinement present struggles requiring proactive solutions. Yet, these obstacles can be overcome through collaborative efforts and a willingness to adapt.

Haroon Aremu is a youth corps member with the PRNigeria centre and wrote in via exponentumera@gmail.com.