We live in an age where Artificial Intelligence is rapidly shaping the global landscape, impacting not only our daily lives but also organizational dynamics. As a PR agency, it is imperative to understand this change and how we can adapt. One of our tasks as PR professionals is to analyze the context in which we find ourselves to understand what direction to take. To do this, we identify relevant opportunities and threats, approaching this topic almost like a SWOT analysis:
AI presents us with daily strengths, most of which everyone is taking advantage of. The ease, accessibility and technical support provided by AI has captured everyone’s attention, leading us to understand how it works and take advantage of what it can offer. Who hasn’t sought help from ChatGPT, whether for personal or professional issues?
However, despite the impressive aspects of AI tools such as ChatGPT, doubts and concerns have also arisen due to the total unknown surrounding the future of AI. In addition to the fascinating complexity of AI, there are also vulnerabilities, as ChatGPT has limited knowledge, does not always provide accurate information and, most importantly, is not human.
The constant concern about whether AI will replace our professions appears as an unsettling shadow. However, it is critical to recognize that while some functions can be automated, the human role remains irreplaceable in many respects.
In a public relations agency, interpersonal relationships play a crucial role. The ability to understand emotions, interpret cultural nuances and establish personal connections are human characteristics that defy complete replication by AI. However, AI can be a valuable ally in personalizing messages and analyzing data to better understand target audiences.
It is important to highlight the transformative capabilities of AI, especially in terms of data analytics and content strategy. These analytical tools can identify patterns of consumer behavior and provide targeted support to create more effective messages. However, despite streamlining processes and providing beneficial insights, AI does not replace the human creativity that is so necessary and valuable in the field of communication. Just as the art of building human relationships remains a unique skill that AI cannot achieve.
Is there then a strategic alliance between AI and PR and communication professionals?
As AI revolutionizes the world, it is essential to understand that the threat of total replacement is not imminent. Instead, we can view AI as a strategic ally, enabling communications professionals to achieve levels of efficiency and personalization that were previously unattainable. Now that AI has arrived, it is a fact that it will not disappear from our lives; it is here to stay. Therefore, it is vital to embrace change, adapt, explore the best that this technology brings and realize that we can use it to strengthen the human role in communication. There is no guarantee that we are replaceable, nor the opposite, but by finding a balance between AI and the human element, we can build a future in which the boundaries of innovation, creativity and communication can be redefined.
Source: Partner in Portugal Be Ideas
