Vice President of Marketing, responsible for strategic brand and communications initiatives at EverCa pioneer in AI-based solutions for the e-commerce ecosystem
According to Prowly’s “The State of PR Technology 2023,” 67.8% of public relations professionals are riding the AI wave, harnessing its powers for idea generation, storytelling, research and more.
The promise is real and compelling: streamlining communications processes, supporting decision-making, and enriching customer engagements and experiences. There is no doubt that these tools have the potential to increase our effectiveness in developing strategic messages and personalizing our outreach.
But in the face of this influx of technological prowess, is there a dangerous compromise? Are we sacrificing the essence of human connection – empathy – for the efficiency and appeal of technological tools?
How to find the right balance between artificial intelligence (AI) and emotional intelligence (EI)?
The power of empathy
Empathy has always been the foundation of impactful communication. Brené Brown, one of the leading researchers on the subject and one of the most globally recognized communicators of our time, has consistently emphasized how empathy is essential for effective and successful achievement. communication and leadership.
Empathy is the channel through which we connect, understand and interact with any audience and is therefore one of the most important fundamental human elements.
However, for the past ten years, sociologists, psychologists and marketing and business professionals have looked into the question and answers of the degree of empathy. will be lost in an AI-infused world, where complex human experiences and emotions are replaced by analytics, data points and algorithms.
Even though AI optimizes processes and streamlines operations, it lacks the inherent ability to understand the nuanced human feelings (the subtle signals, the unspoken emotions, the contextual understanding) that are crucial for compelling communication strategies.
AI: a challenge and an opportunity
Now we are on the edge of a precipice, already immersed in the world where AI algorithms are used to develop marketing and communications strategies and drive awareness. Have we already gone too far in sacrificing the sanctity of authentic storytelling for the convenience of AI-driven content? Will nuanced communication be replaced by effective, but mechanical and sterile verbiage?
The answer is that with AI-powered communications tools, marketers face both a challenge and an opportunity. We have the opportunity to play a central role in developing AI technology that takes into account the nuances of our humanity. After all, the mark of a good marketer is being able to appeal to people, understand their motivations and meet their needs. As with other technological advances, the complex challenge lies in maintaining a delicate balance.
Finding the balance between efficiency and empathy
The solution lies in strategic adaptation. We must use and refine this technology so that it becomes an enabler to free up time and resources, allowing us to focus on what machines cannot replicate: real human connection. It’s about fostering a culture in which AI augments our understanding, allowing us to delve deeper into the human psyche, make emotional connections, and create resonant narratives.
When thinking about how to integrate empathy into their AI strategies, here are some key factors to keep in mind:
1. Always incorporate the “human element” into your feedback loop strategy. Make sure you maintain consistent cadences, touchpoints, and tangible mechanisms to leverage and glean feedback from your internal stakeholders as well as your customers. This way, you won’t lose that empathetic touch or critical “connection” points with your key audiences.
2. Make sure you have a seasoned team that knows how to be judicious and consider when and how much to use your AI tools and when to balance that with human intelligence, foresight, and empathy.
Effective integration of AI can and should be a way to empower human communicators, not replace them. And as marketing and PR professionals, it’s our job to persist and insist on finding that balance.
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