AI & PR: Beware the Artificial Content Explosion

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. ¹Højris Bæk, D. (2023, January 11). Google is not against AI gen­er­ated con­tent and text any longer. Seo​.ai. https://​seo​.ai/​b​l​o​g​/​g​o​o​g​l​e​-​i​s​-​n​o​t​-​a​g​a​i​n​s​t​-​a​i​-​c​o​n​t​ent

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.

PR Resource: AI & PR

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. ²Silfwer, J. (2023, March 20). AI & PR: Beware the Artificial Content Explosion. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​a​r​t​i​f​i​c​i​a​l​-​c​o​n​t​e​n​t​-​e​x​p​l​o​s​i​on/

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

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PR Resource: The Principle of Scarcity