Will AI Contribute To The Downfall Of PR?

We are living in the future and we only keep advancing. The world is in constant evolution as everyone is in one way caught up in the inevitable change. Artificial Intelligence (AI) is revolutionizing various sectors, including the Public Relations (PR) sector.

AI (artificial intelligence) isn’t new only that people realized it at a later date. Maybe it could be the dynamic shift towards advancement that leads the race to keep up with the world. No one wants to play catch up. Everyone wants to be on the same page.

AI has proved to be efficient in the job market in terms of accuracy, quite reliable, and fast just to mention a few. Initially, organizations used to have a plethora of workers, but in recent times, there has been a significant decrease in the number of employees.

They say “AI is not going to take your job, but the people using AI will/might?”

Who and what does a public relations practitioner do? Public relations practitioners are effective communicators who promote positive images of companies to encourage lasting relationships with customers. They are mandated with the task to promote a likable company image and successfully present the company’s objectives to gain the respect and acceptance of the public, coupled with introducing or selling the company’s product to the public.

On the other hand, AI is important for its potential to change how we live, work, and play. It has been effectively used in business to automate tasks done by humans, including customer service work, lead generation, fraud detection, and quality control. In several areas, AI can perform tasks much better than humans.

It is stated that AI can work as effectively and efficiently as humans. So, with this added advantage of AI why pray tell would an organization have 1, 2, 3…10 PR practitioners whilst AI is free and just needs manpower to command it?

AI can curate a well-written report summarizing the features of a product, organization, and needless to say, it is solution-oriented. A good example is ChatGPT, which with prompt command, it generates plausible responses that most of the time fit just right, they are known to be more accurate than humans, and cover a vast and articulate research of something compared to a human. You want a press release written, AI is your buddy.AI has proven to be competent in delivering information.PR can add an impact on market strategy by creating brand awareness. Guess what, AI is no different.

For instance, Amazon has provided a platform where you could display a product with a catchy description, if it manages to attract the buyer and he/she happens to buy using your link you get a commission. Now here is where AI comes in, in writing the product’s description or property it entails, you could command AI (ChatGPT in this case), which generates the response. Just a walk in the park. And that’s how you create brand awareness and chances of it getting off the shelf.

I commanded ChatGPT to give a product description of a mini projector (just a random product). Below is the response generated for the miniprojector from ChatGPT

“The EEEkit 2020 pocket projector is a compact and lightweight device that uses LED technology to project bright and clear images up to 60 inches in size. It has built-in speakers and supports multiple connectivity options, including HDMI, USB, and wireless screen mirroring. With simple controls and a remote, it’s easy to use and perfect for on-the-go entertainment or business presentations.”

Despite the outstanding capabilities of AI, one aspect that PR professionals have is their emotional intelligence and human touch qualities that an AI cannot replicate and are integral to PR’s success. PR professionals can increase engagement and build stronger relationships with their audiences. That is good for an organization. But AI has simplified work, almost doing everything a human could do.

This leads me to ask, how safe is your job in 3-5 years? AI is taking over and the world is on a digital trajectory. How do you picture your job tomorrow in the digitalizing job market?

Also, does AI endanger PR?