Artificial Intelligence (AI) has swiftly moved from the realm of science fiction to become an invaluable tool in many industries, including public relations. As we enter an era of "symbiotic intelligence," the key is to view AI not as a replacement but as a strategic partner. Here's how this relationship is shaping what lies ahead for the communications field broadly:
Augmenting Human Skills for High-Value Work
While the fear of job loss due to automation exists across various sectors, it is essential to view this transitional phase as an opportunity for role evolution. Those who adapt will find new avenues to develop expertise. While Generative AI tools like ChatGPT and Claude can produce content at scale, communications remains rooted in human skills such as strategic planning, ethical reasoning and relationship building.
Generative AI is already incredibly good at certain tasks and can handle portions of drafting press releases, performing audience segmentation, and automating key message creation. By doing so, this frees communications professionals to focus on higher-value work — building connections, providing strategic counsel, and understanding audience motivations. This marks the beginning of a collaborative future, one where humans and machines work in tandem to achieve goals.
Data-Driven Insights and Crisis Management
AI algorithms are increasingly sophisticated at analyzing large datasets, offering agencies the power of data-driven decision-making. Moreover, AI can proactively monitor media and social platforms, alerting teams to emerging crises and shifts in public sentiment. While AI offers invaluable data and early warnings, it requires a human touch for strategic crisis management – AI lacks the emotional intelligence, ethical reasoning, and strategic adaptability that are essential for navigating complex situations, making the human touch irreplaceable.
Unleashing Creativity Through Collaboration
One of the most exciting implications of AI is its rolfe in enhancing creativity. AI can churn out ideas and preliminary drafts at an unprecedented scale, allowing humans to refine these into inspired campaigns. Agencies embracing this collaborative, human-plus-AI creative process will set new benchmarks in the industry.
The Orchestrator: A New Role in PR
As AI tools continue to mature, they will be more seamlessly integrated. The role of many communicators will evolve into that of an "orchestrator" – where professionals will remain critical for understanding context, making ethical choices, and building stakeholder relationships that a machine cannot fully grasp. As the orchestrator, they will guide various AI tools — be it text generators, image creators, or video tools — to integrate outputs for the highest quality work product. Each tool serves as a member of an orchestra, and it's the human orchestrator who ensures that the symphony is both harmonious and impactful.
Ethical and Future Considerations
With the advent of AI, a new layer of ethical considerations has emerged. It is critical for individuals, agencies and communications teams to maintain a human in the loop to ensure quality and consider any ethical implications of AI-generated content. Effective PR is not just about reaching an audience; it’s about reaching them responsibly and being mindful of considerations about authenticity and confidentiality, with eyes wide open to the potential risks and benefits. In this we agree with Microsoft CEO Satya Nadella when he said that AI is the “defining technology of our times” and stressed the importance for his teams to follow a set of human values and principles that guide the choices they make with AI.
Stay Ahead of the Curve
For forward-leaning organizations and individuals, the time to experiment with existing AI tools is now. Learning to wield these tools with strategic intent will be crucial for developing AI literacy and for maximizing the vast possibilities that AI offers.
Industry analyst firm Gartner said: “Generative AI will change the world faster than any innovation in history. The ramifications in the near-, mid- and long-term will be startling, fundamentally altering the way businesses operate.”
Accordingly, agencies need to prioritize ongoing AI education and reskilling programs for their staff to stay competitive. At Edelman, for example, we have developed a set of operating principles for AI alongside four AI instructional modules, which are required training for our 6,000 employees.
This is only a start. Staying abreast of the latest advancements and regularly updating AI toolkits will not only optimize current workflows but also prepare agencies for emerging technologies that could redefine the landscape.
What Comes Next
As technology advances, our industry will need to keep pace. Ravi Kumar, CEO of Cognizant commented that “with generative AI, we are humanizing the technology, and handing over agency to the end user”. The future of communications lies in a balanced collaboration between human skills and AI capabilities. Agencies and professionals who recognize and adapt to this symbiotic relationship will find themselves well-positioned to evolve their craft and deliver groundbreaking work in an increasingly complex landscape.
Matthew Harrington is Global President & Chief Operating Officer of Edelman, and is a specialist in corporate positioning and reputation management. His expertise includes crisis communications, merger and acquisition activity and IPOs.
Gary Grossman is Senior Vice President at Edelman, and is the Global Lead of the Edelman AI Center of Excellence. Harrington is a member of the USC Center for PR board of advisers.