How AI is changing communications and PR: Risks and benefits

-

In this article from Sproutsocial.com, Ronnie Gomez discusses how Artificial Intelligence is intended to revolutionize communication, but human professionals remain indispensable due to the nature of the field. Gomez highlights the importance of relationship-building, a skill inherently human, in communication roles. Rather than fearing job replacement, the focus should be on how AI can enhance human creativity and productivity. However, she says it's essential to recognize and mitigate the risks of AI integration, emphasizing the need for a balanced approach that leverages both AI and human capabilities.

Managing communications is increasingly complex, with new challenges emerging daily, from audience engagement to economic fluctuations and brand crises. The rise of artificial intelligence (AI) in marketing and communications is a significant topic, as it has the capacity to transform the corporate communications landscape. Gomez said teams must now navigate the potential risks AI poses to their brand while also capitalizing on its benefits. However, understanding how to effectively assess these risks and benefits can be daunting.

Artificial intelligence can be a powerful ally in the ever-evolving world of corporate communication. When we combine AI with human expertise, we open ourselves up to a new era of communication that allows professionals to connect, resonate and drive success at scale (Gomez, 2024).





Reference:

Gomez, R. (2024, February 28). How AI is Changing Communications and PR: Risks and benefits. Sprout Social. https://sproutsocial.com/insights/ai-in-communications-pr/


Comments

Post a Comment

Popular posts from this blog

Supporting AI in business communication: the role of knowledge management

-
According to the Journal of Knowledge Management, workers can implement artificial intelligence in business communication by learning "knowledge management". By having a knowledge management approach in business communications, it enables discussion and collaboration of your AI knowledge base. The article points out the fact that even though the use of AI has been up for the last decade, it is still slow to grow in the use of business communication users and workers. The journal claims that the reason for this is the lack of understanding of AI for the workers and the lack of support and resources from the employers. It shows that if employees had knowledge management on the use and benefits of AI, it would make for a more popular program and potentially even have more users eager to learn how it can better help them in the workplace. This study specifically focuses on KM with AI and how, with it, companies would be better off with AI in the workplace. This article is hel...
Read more

Artificial Intelligence in the Workplace

-
Image
  Artificial Intelligence has had a lengthy history of coming about to what we know it as today. From the early 1960s when the first chatbot Eliza was created to Apple releasing Siri in 2011, and now we have ChatGPT and full-on AI services that will do almost anything you want it to do with the right prompt. Having AI integrated into the workplace can be scary and confusing if it is not understood and learned (Dollins, 2024). Specifically in the business workplace, AI is changing for good and bad and has its positives and negatives (Gomez, 2024). One of the most common AI software used in the workplace is ChatGPT. Many fear that ChatGPT will replace workers and essentially take the roll of many employees. But sources show with the right training and knowledge of the use of AI, employers and employees can learn to work together with AI to make their jobs better and more efficient (Hyeon, 2023).  References:  Mcintosh, S., Phillips, S., & Dollins, M. (2023, December 11)...
Read more