The concept of artificial intelligence is becoming more and more involved in our everyday lives thanks to recent advancements in technology. In popular media, AI is something we see in movies like The Avengers or The Matrix; it’s full of wild possibilities, and it challenges the heroes. In our everyday lives, we use it to keep track of our grocery lists and even unlock our phones.
AI is becoming powerful over time as it can recognize speech patterns and create imaginative portrayals of whatever prompt you give it. Its ability to work tirelessly and complete large amounts of work makes it a desirable system to work within public relations. Countless businesses use it to help them with their work. It collects huge quantities of data, performs consumer analysis, predicts future statistics, and more. However, many question how much companies need certain employees when artificial intelligence comes into play.
AI can complete tasks so that PR specialists can take the reins on the more ‘human’ side of the business. Since artificial intelligence programs can do so many tasks at a faster, and some could argue better, rate than the average person. With more technology on hand, businesses can gain more progress on their projects. However, there is room for error if an AI program misunderstands a prompt or comes to an incorrect conclusion about a target market. Artificial intelligence also lacks the skill to come up with something completely creative. Since it can only follow the commands that have been implemented into its system, AI’s ability to deep fake media and voices could be viewed as an invasion of privacy. Deepfaking allows AI to create a false image or video. It’s become exceptionally popular on social media with users posting the creations AI generators produce for their prompts. Public relations specialists must be careful when utilizing these types of AI, if at all, since their companies could face incredible backlash and legal issues if used improperly. AI-created images have sparked a debate over whether they should be used in professional settings, much less recreational ones.
With all the potential hazards and consequences that come with misusing artificial intelligence in public relations, it also opens the door to opportunity. AI’s ability to assist in facilitating communication between companies and consumers through data and analysis allows companies to spend more time on the creative portion of campaigns and other projects. With AI, companies can now have a better idea of what their target markets want. The ability to accurately predict consumer patterns is a huge advantage and allows companies to form their response and future plans. With the rise in social media and its now serving as a main channel for public relations, artificial intelligence systems can work on supervising accounts and competitor accounts.
Overall, there are good and bad factors when it comes to the future of AI in public relations. As long as companies handle technology in a responsible and ethical manner, there should be little issue. Companies should keep in mind the morals behind AI especially as it grows in power and advancements.