Over the past couple of years, AI has become a buzzword, pushing many industries to redefine their daily operations and responsibilities, including public relations.
The fear and apprehension that initially resonated throughout the industry has now given way to optimism about the future. As a member of Gen Z, my own enthusiasm for what AI means for my career as a PR professional has changed dramatically since I joined the workforce a few years ago.
I now recognize AI as a powerful and beneficial tool that can help me expand my capabilities while allowing me to focus on what I love most about my profession: creativity.
This sentiment is shared across the sector, with 83% of member public relations agencies According to a study by the International Public Relations Network, companies report using AI this year. This shift in mindset is partly due to the resources available to learn more about new AI tools available on the market.
At AI Deciphered’s inaugural conference, PRWeek, Campaign US, and MM+M last week, hundreds of marketing and communications professionals shared their findings and discussed the potential of AI to define a new era of marketing and communications.
Education was a recurring theme throughout the day-long event. Everyone in the industry is experiencing a learning curve as AI continues to embed itself in the profession and reshape our businesses. As we all educate ourselves, we have much to learn from each other, panelists, including Gen Z, emphasized as AI continues to play a significant role in our education and future.
As communications professionals begin to actively use AI, agencies and brand professionals have shared their ideas for how to better equip themselves. Gen Z employees are inherently tech-savvy, having grown up surrounded by new advancements, from smartphones to social media.
Half of Gen Zers say they are excited about the impact of AI on society, study finds. study conducted by market research company KantarThese sentiments align with Microsoft’s vice president of communications strategy Steve Calyton’s advice to make AI a habit by integrating it not only into your professional life, but also into your personal life to better understand the tools.
Speakers also encouraged industry professionals not to be afraid to experiment. By practicing with different forms of AI, you’ll become more comfortable using them regularly. Kathy Bloomgarden, CEO of Ruder Finn, advised communications professionals to “push their boundaries” and stressed the importance of testing different AI tools.
But the general feeling of the times is that nothing can replace human creativity. AI is capable of performing our daily tasks, such as media briefings, but it will not replace human insight and originality.
The company is in the golden age of marketing, said Raja Rajamannar, Chief Marketing and Communications Officer and Founding President of Mastercard’s Healthcare Division during his speech, adding that creativity will reign supreme and take the work of communicators to a new level.
Agencies are becoming a role model for brands that are actively looking to integrate this technology into their own campaigns. It is imperative to stay on top of the advancements and know how best to use them to serve clients in this new era of marketing.
AI innovation is not slowing down and we are only at the beginning of what these capabilities will bring to our communications work. It will be up to PR and communications professionals to continue to adapt to these new products and standards.
As Bloomgarden said: “You won’t lose your job because of AI, you’ll lose your job because of someone using AI.”
Elizabeth Byington is a Senior Account Director at Sparkpr.
