How will Artificial Intelligence impact public relations?

The beginning of a new year always encourages the interest of analysts and readers to venture their forecasts, particularly on the subject of technology. For 2019, the most mentioned topics were 5G, the eager search for faster networks; the issue of smartphones, particularly those with flexible screens; the arrival of new options for streaming content; 8K monitors and Artificial Intelligence (AI).


AI is the development of computer programs and systems to automate tasks with minor interference by an individual. AI is occupying more and more spaces, consumers are meeting with it in familiar places, and we are getting used to using it in our cars, at home, and work, in short, to the degree that it is already spoken in such a dependency. , that we run the risk of developing obese brains.

AI ​​will soon have a significant impact on the PR industry. But the question is: Will the effect be a reduction in jobs or an improvement in performance?

John Bara, president of a leading company in predictive marketing technology, believes that Big Data and the AI ​​will radically positively change the PR industry.

The PR agencies are pressured by the tons of data that they manage and that they do not manage to make the most of it. The good news is that the AI ​​will help PR companies to process this data to identify patterns of consumer behavior and achieve high efficiency in the dissemination of their content.

What is already around the corner is the value of high-speed data processing. It will allow PR organizations to optimize the way they offer their services. With an improved vision of what their consumers want, the messages generated will be more robust and direct, to the extent that they can be tailored specifically for an individual consumer in real-time, impacting on better results because the messages are more relevant.

Having real-time data will avoid disseminating undesirable content, but at the same time, AI offers another contribution: predictive analysis. SAS, a company specializing in AI and predictive analytics, defines it as "the use of data, statistical algorithms, and machine learning techniques to identify the probability of future results based on historical data. The goal is to go beyond knowing what has happened to provide the best evaluation of what will happen in the future. "

Predictive analysis can identify different types of media, consumers, and opportunities, which is relevant in a world where technology, social networks, and data are continually evolving, as do people and their opinions. The data that was collected yesterday may not be relevant today, and with the AI ​​it is possible to keep up to date the public of interest, people in real-time, according to the tendencies of the industry and the events that are being carried out.

Another notable contribution of AI is that it can eliminate domestic activities from the list of pending tasks and allow public relations teams to focus on creativity and connection with their target audiences. Investing in AI can dramatically improve the way you interact with brands and their audience.

We are just scratching the surface of the AI for use in Public Relations. It's here to boost the industry and resize time. Public relations professionals should not fear the irruption of AI; They should give you the best welcome.