The PR BlogPR TrendsAI & PRAI & PR: Beware the Artificial Content Explosion

AI & PR: Beware the Artificial Content Explosion

When everyone zigs, zag.

Cover photo: @jerrysilfwer

We’re facing a con­tent explo­sion of epic proportions.

I’ve writ­ten extens­ively in the last dec­ade about AI and com­mu­nic­a­tions. Now that AI is on every­one’s radar, I’m not writ­ing much about it. Why? With so many art­icles being pushed out daily, I haven’t felt the need to add much hype unless I’ve got a per­spect­ive worth adding.

However, today I do have a brief insight to share:

If your organ­isa­tion has a habit of pro­du­cing mediocre cor­por­ate con­tent, util­ising AI tools to help you pro­duce mediocre con­tent isn’t much for your pub­lic relations.

Here’s why:

How AI Will Impact the Volume of Corporate Content

As we ven­ture fur­ther into the era of arti­fi­cial intel­li­gence, the growth of cor­por­ate con­tent is inev­it­able. One sig­ni­fic­ant example of AI’s impact on con­tent cre­ation is the increas­ing use of nat­ur­al lan­guage pro­cessing (NLP) algorithms. These algorithms enable busi­nesses to gen­er­ate large volumes of writ­ten con­tent in a frac­tion of the time it would take a human writer. 

From product descrip­tions and mar­ket­ing mater­i­als to news art­icles and social media posts, AI-powered con­tent gen­er­a­tion tools are rap­idly stream­lin­ing con­tent pro­duc­tion and allow­ing com­pan­ies to main­tain a con­sist­ent pres­ence across mul­tiple platforms.

We can also expect a rise in chat­bots and vir­tu­al assist­ants. By util­iz­ing chat­bots on web­sites, social media plat­forms, and mes­saging apps, com­pan­ies can engage with their audi­ence around the clock, answer­ing quer­ies and offer­ing tailored recom­mend­a­tions. This wealth of inter­ac­tion data is then used to cre­ate tar­geted con­tent that res­on­ates with cus­tom­ers, fur­ther enhan­cing the user exper­i­ence and fos­ter­ing brand loyalty.

By pre­dict­ing the most effect­ive top­ics, formats, and chan­nels for con­tent dis­tri­bu­tion, AI empowers com­pan­ies to cre­ate a more enga­ging and impact­ful pres­ence in the digit­al space. As a res­ult, the rise of AI is fuel­ing an arti­fi­cial con­tent explo­sion that is increas­ingly soph­ist­ic­ated, per­son­al­ised, and data-driven.

Why PR Must Focus on Extremely High-Quality Content

So, we can expect an arti­fi­cial con­tent explo­sion in the PR industry. This presents a sig­ni­fic­ant chal­lenge for organ­isa­tions look­ing to stand out from the crowd and make an impact with their messaging.

The sheer volume of AI-gen­er­ated con­tent being pro­duced means that it will become increas­ingly dif­fi­cult for com­pan­ies to dif­fer­en­ti­ate them­selves and cap­ture the atten­tion of their tar­get audi­ence. This is espe­cially true in indus­tries where many organ­isa­tions are vying for atten­tion. Google is not against AI gen­er­ated con­tent and text any longer.

Organisations must cre­ate high-qual­ity, unique con­tent that res­on­ates with their audi­ence to suc­ceed in this crowded landscape. 

Read also: The Reykjavik Press Release — ChatGPT

How To Zag When Everyone is AI-Zigging

Public rela­tions is a zig­zag. When every­one is zig­ging, you’ll have to zag. You need to stand out or get drowned by the crowd.

The rise of AI-gen­er­ated con­tent presents both a chal­lenge and an oppor­tun­ity for organ­isa­tions in the PR industry. By focus­ing on qual­ity over quant­ity and main­tain­ing a human touch in their com­mu­nic­a­tions, organ­isa­tions can stand out from the crowd and make a real impact with their messaging.

  • Compete with the human touch. If a poten­tial cus­tom­er wants to con­tact your brand, don’t give them a robot. Invest human time. 
  • Connect humans with each oth­er. When there are auto­mated mes­sages and inter­act­ive screens every­where you turn, let people come to your brand to con­nect with oth­er humans.
  • Go for qual­ity over quant­ity. Many brands are likely to pro­duce vast amounts of AI-gen­er­ated con­tent. Handcrafted com­mu­nic­a­tion will become an artis­an­al rarity.

Please sup­port my blog by shar­ing it with oth­er PR- and com­mu­nic­a­tion pro­fes­sion­als. For ques­tions or PR sup­port, con­tact me via jerry@​spinfactory.​com.

PR Resource: AI & PR

Artificial Intelligence and Public Relations - The Future Office - Doctor Spin - The PR Blog
Every path is going to lead you some­where. (Photo: @jerrysilfwer)

The AI Revolution: Transforming Public Relations

There are sev­er­al ways in which arti­fi­cial intel­li­gence (AI) is likely to impact the pub­lic rela­tions (PR) industry. Some poten­tial examples include:

  • More high-level tasks, less low-level. The use of AI-powered tools to auto­mate tasks such as media mon­it­or­ing, con­tent cre­ation, and social media man­age­ment. This could free up PR pro­fes­sion­als to focus on their work’s more stra­tegic and cre­at­ive aspects.
  • Improved ana­lys­is and bet­ter strategies. The devel­op­ment of AI-powered sys­tems that can ana­lyse large amounts of data to identi­fy trends and insights that can inform PR strategy and decision-making.
  • Using PR pro­fes­sion­als as AI train­ers. Using AI-powered chat­bots and vir­tu­al assist­ants to handle cus­tom­er inquir­ies and provide inform­a­tion to the pub­lic allows PR pro­fes­sion­als to scale PR training.
  • Better pub­li­city through inter­con­nectiv­ity. The cre­ation of AI-powered plat­forms and net­works that can facil­it­ate con­nec­tions and col­lab­or­a­tions between PR pro­fes­sion­als, journ­al­ists, pub­lics, influ­en­cers, and oth­er crit­ic­al stake­hold­ers in the industry.
  • Earlier detec­tions of poten­tial PR issues. AI-powered tools can help PR pro­fes­sion­als identi­fy and mit­ig­ate poten­tial crisis situ­ations by ana­lys­ing data and provid­ing early warn­ing sig­nals of poten­tial problems.
  • Increased edit­or­i­al out­put. In organ­isa­tions where the com­mu­nic­a­tions depart­ment is driv­ing the con­tent strategy, PR pro­fes­sion­als will have plenty of tools for increas­ing both the qual­ity and the quant­ity of the out­put (see also arti­fi­cial con­tent explo­sion).

Overall, the impact of AI on the PR industry is likely to be sig­ni­fic­ant, with the poten­tial to revolu­tion­ise many aspects of how PR pro­fes­sion­als work and inter­act with their audi­ences.

Read also: PR Beyond AI: A New Profession Emerging From the Rubble

Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

The Cover Photo


Grab a free subscription before you go.

Get notified of new blog posts & new PR courses

🔒 Please read my integrity- and cookie policy.

Get influencer outreach right by knowing the four types of influencer marketing. In this blog article, I've clearly defined them to mitigate confusion.
Most popular