While the technology is not new, AI has become both an opportunity and a topic of concern for marcomms pros. We hosted a discussion on whether AI is a threat or benefit to our industry, getting the agency POV from Erin Moody, VP of Technology & Digital Entertainment at BerlinRosen, and learning about the technical side from Linda Zebian, Senior Director, Communications & Community at Muck Rack (whose PressPal.ai automatically creates press releases and more).
The takeaways:
- AI tools can be used to make us more efficient and streamline tedious and time-consuming tasks, freeing us up to focus on strategy, creativity, etc.
- PR pros: you are valuable(!) and AI does not touch that. AI also needs you (the human touch) to be effective
- AI is not a replacement for trusted relationships, strategic counsel or experience
- Tools like ChatGPT are not error-proof and require fact checking, grammar proofing, etc., which is where your skills and expertise come in
- Another example: Muck Rack’s PressPal.ai helps you generate press releases and target the right editors, but you still need to review the content and adjust accordingly (you can try it for free without a Muck Rack subscription)
- Generative AI can be your brainstorming buddy when you’re stumped on a release or content, and can help inspire strategies
- Tip for using any generative AI tool: be super specific in your ask (i.e. write a short social media caption about The PR Net’s upcoming webinar on whether AI can help or hurt the marcomms industry)
- AI can’t be successful without the human touch (AI doesn’t have journalist relationships, even if it finds your target editors for you; ChatGPT etc. requires fact and grammar checks).
- This technology can help creatives to design ads and personalize them for target audiences with less manual labor
- Early adopters recommend embracing AI tools, or at least trying them out, as they are not going anywhere and you’ll be left behind
- We’re in control of the future of AI and its effects on the marcomms industry
- Be aware that there are tools that can identify if you’ve used generative AI for content (something that shouldn't be a problem if you are using these tools appropriately/as simply a starting point)
