Healthcare, Finance, E-commerce, Manufacturing, Logistics, Telecommunications, Education, Real Estate, Energy, Marketing. It’s a who’s who of industries leading the way in realizing the advantages of AI. In many cases, AI’s impact is professed to be monumental. Healthcare speaks about improving patient outcomes. That can be life-altering. For Finance, we’re talking improved security and enhanced trading strategies. Also significant in terms of people’s quality of life. Retail, manufacturing, telecommunications, and education are all heavily weighted towards efficiency, which, of course, is good for business. Transportation and logistics may keep us safer with autonomous systems. And marketing and advertising, ranking #10 on the list, is all about being smarter and more effective with a company’s spend.
PR, while having similar benefits, stands out as an industry that can never lose sight of the human element which brings nuance, care and ideation. The heavy reliance of AI or the absence of the human element will be particularly noticeable to a company’s brand followers. We note four particularly important areas where we see greater collaboration between our PR practitioners and our AI platform, fondly known as DORIS.
Crisis Forecasting: Whether we are getting out in front of trending news that could harm a brand or identifying misinformation, AI offers us a proactive vs reactive stance. The ability to identify misinformation, track it back to its source and determine the weight of organic vs artificial, equips us with a countermeasure to the new world order of misinformation.
Media Relations Enhanced: How about the use of coverage patterns and interests to better associate with journalists so that story pitching becomes hyper-relevant and perfectly timed. An adjunct to that enhancement is the ability to analyze audience preferences, media consumption patterns and social trends to influence content releases, bylines, and white papers — ensuring greater resonance.
Influencer Refinement: Influencer marketing has moved so quickly in recent years that its zealous adoption almost threatened its credibility, but AI can restore its longevity with the ability to identify influencers with 100+% greater likelihood to influence tangible outcomes. With granular insights, we can secure those voices more likely to persuade engagement and purchase.
Trust: It may be one of the most influential criteria in both enterprise and consumer decision-making. AI’s ability to determine which aspects of trust [i.e., integrity, dependability] carry the greatest weight with your customer, affords us the insight on where to lead with message and campaign direction.
Of course, the ability to leverage AI in these manners comes down to one’s imagination and the applications to deploy such capabilities. That’s for another day.
