Artificial intelligence and the PR industry. How to use AI wisely at work?

In today's world where technology is constantly evolving, the public relations (PR) and marketing industry cannot be left behind. One of the most important tools that can significantly change the way we work is artificial intelligence (AI). Let's take a look at how to use AI wisely in the work of PR and marketing professionals, discussing the benefits and risks of this technology.



First of all, it is worth answering the question of what artificial intelligence (AI), also known as artificial intelligence (AI), is. It is not just the Chat GPT (Generative Pre-trained Transformer), although it is one that has gained considerable popularity in recent times and has become an important communication tool. AI encompasses a much wider range of technologies and applications that we have been using for a long time - it plays its part in mobile phones, shopping platforms or virtual assistants. These aspects primarily use Natural Language Processing (NLP). Speech recognition systems make it possible for computers to better understand and process the languages we speak every day.

PR and marketing professionals, can already benefit from several creative tools that facilitate their daily work. With their help, we can generate texts (GPT-4 Turbo), images (e.g. Midjourney, Stable Horde), video (e.g. Runway Gen, Flawless AI) and voiceovers (MURF AI, Suno). There are many more examples of the application of artificial intelligence. If we want to answer the question of what artificial intelligence is, we must remember that it is not only a technology of the future, but also of the present. We cannot run away from it or ignore it. We should therefore learn to use it well, so that it brings tangible benefits for both us and our customers. 



What are the benefits of using AI? Artificial intelligence in the PR and marketing industry


It is worth remembering that artificial intelligence (including the GPT chatbot) is a powerful tool, but in its current version it cannot replace humans in key aspects of PR and marketing work. At the heart of this industry is building relationships with clients, which includes communication, empathy, understanding needs and intuition - these are human qualities that remain irreplaceable. Additionally, AI systems are not self-sufficient; their operation is limited to compiling ready-made data and presenting the most likely results. They need humans to express expectations precisely - without this factor, the desired results will not be achieved.

While GPT chat can help answer some customer questions more quickly, it cannot deliver the same level of engagement and understanding that human communication can. Relationships based on human contact and understanding shape customer loyalty and build long-term relationships. AI can provide data and suggestions, but it is the specialist who makes the final decisions and shapes the strategy and communication.

Read more about creativity in PR and finding inspiration here: 

In what areas can artificial intelligence and AI generators prove particularly useful in the PR and marketing industry?


Process automation


One of the most important benefits of using AI is the automation of processes. Machine learning and the development of algorithm models mean that many routine tasks can be performed more automatically, allowing employees to focus on the more strategic aspects of their work. Examples include generating repetitive reports, analysing data, writing simple press releases, supporting office tools - prompting for text or graphics or assisting in post-production - enhancing photos and video.

Among other things, the GPT chat can also check the text for spelling and punctuation, suggest an expert citation, summarise the most important information or shorten the text to the required volume. In addition, after indicating specified information, such as the expected style, subject matter or purpose, it can prepare text material that will provide a certain base on which the expert can further work. It is also possible to optimise the material for SEO - it all depends on how the query is formulated.




Analysis of data and trends by artificial intelligence



AI is useful in analysing the data that is generated by various online platforms. With AI tools, PR and marketing professionals can analyse this data to understand customer behaviour, market trends, the effectiveness of their actions. This helps them make better decisions and adapt their strategies to changing situations. Artificial intelligence, using input data, can also help to organise unstructured data or process large amounts of data, reducing the time spent on performing cyclical activities such as creating reports, among others. The analysis of large data sets will be useful when determining the implementation of KPIs (Key Performance Indicators) for projects, among other things.



Competition analysis



AI artificial intelligence also enables competitive analysis. Tools for monitoring social media, websites or other information sources can analyse content and information published by competitors and provide valuable data about them. Benchmarking aims to identify areas for improvement, using market best practice as a benchmark. This allows for a better understanding of the risks and opportunities in the market and the adaptation of strategies in response to competitors' actions. 



Social mediaat



Nowadays, social media plays a huge role in communicating with customers and building brands. AI can help you plan campaigns on social media platforms, identify trends and even create personalised content tailored to your audience's preferences.  



What are the risks of using AI in the PR and marketing industry?



There are some challenges and risks that accompany the use of AI. One of the main risks is the need for additional verification of the content generated by AI. Although AI algorithms are becoming more advanced, there is still a risk of generating inaccurate, erroneous or outdated information. GPT chatbots have been known to cite made-up research. With this in mind, automatically generated material cannot be relied upon alone and it is always a good idea to subject it to additional analysis and verification before publication to avoid potential errors or misinformation.

Too much trust in algorithms can lead to a loss of judgement and informed decision-making. It is worth remembering that AI is based on data and algorithms, not human intuition and morality. In order to maintain ethical standards or company values, it is necessary for the information to be verified by a specialist every time. Work is currently underway to regulate AI at the European level ("AI Act").



Data security



One of the most important risks associated with the use of AI is data security. The collection and analysis of huge amounts of personal data carries the risk of data leakage or illegal use. The aspect of potential breaches of information confidentiality when using generative models cannot be overlooked either. It is therefore important to adequately secure systems and tools using AI and to comply with data protection legislation.



Limited credibility



Artificial intelligence is not perfect and can make mistakes. In some cases, AI-based tools may generate content or analysis that is false or misinterpreted. One example is the citation of made-up scientific findings. Their use can damage a company's reputation and mislead customers. How can you guard against this? Verify every piece of information! AI is just a tool - it is the job of PR and marketing professionals to check all data before sending it to a client or the media. 

You can read more about the need for credible information and the process of building an expert in the media here: 




Errors in artificial intelligence analysis


Data analysis using AI can be very complex and results can be misleading if tools are not properly calibrated or do not take into account all relevant factors. It is therefore important to ensure that staff are properly trained and that tools are regularly checked and adjusted. 


Disinformation and deepfake


In the age of the internet, disinformation can spread quickly and AI tools can be used to create false content, violate image rights (including voice) or manipulate information. While it is true that by monitoring the links between users on the web, it is possible to catch the pathways of the spread of fake news, one must be careful and critical of the information obtained through AI tools. 

Artificial intelligence (AI), by processing information, offers the possibility of a more precise, effective and personalised approach to communicating with customers and analysing market data. This translates into better results and more effective advertising and PR campaigns. It is worth maintaining critical thinking and verifying information. Delivering quality content to customers is a priority and human judgement on the quality of content is irreplaceable. The key is to find a balance between technology and human expertise. AI systems can streamline work, but it is people who create communication strategies, taking into account cultural and emotional subtleties. It is important to use AI responsibly and in line with the values of quality and ethics in communication.