The eternal dance of humans and technology

Change is the law of life and those who look only to the past or present are certain to miss the future’ – John F. Kennedy

Think of digital transformation and tech adoption as a state of perpetual agility, always ready to evolve, for better communications. Technology is the only change our industry will need to embrace to transcend into the next era of communication and business. It is a well-known fact now that AI is set to disrupt lives. Over the last few years, it has only amplified the possibilities of its impact on lives across professions.

AI has disrupted traditional communications practices by automating mundane tasks that predominantly devoured copious amounts of manhours and provides unprecedented intelligence into audience behaviour. As the communications industry continues to evolve, AI will become an increasingly important tool for PR professionals looking to deliver impactful messages to the target audience. The development of sophisticated AI tools such as ChatGPT, has significantly widened the field of possibilities, providing solutions to previously insurmountable human limitations.

One of the most significant benefits of AI in the communications industry is its ability to automate routine tasks such as media monitoring, content creation, and distribution. It can also provide valuable insights into audience behavior, preferences, and sentiment, which can help communication professionals tailor their messages and campaigns to specific demographics. This personalization helps bolster relationships with key stakeholders and influencers, facilitating a well-informed decision to transmit the key message at the right time through the right medium.

The drumbeat on the potential of AI to transform the communications industry is growing louder and hard to ignore. However, this has also instilled fear amongst many professionals that it would ultimately render their jobs redundant. It is pertinent to remember that AI is not a replacement for human intelligence, but rather an enabling tool to augment human capabilities, making them more efficient, effective, and engaging.

In the evolutionary tale of PR and Communications Management, AI and ChatGPT will be the catalyst to catapult Comms professionals to a consultant stature. Individuals must focus on enhancing the skills that the AI lacks, which is understanding human emotions to connect and build relations. While a bot can interpret the data input, recognize patterns, and recommend actionable ideas, it lacks the emotional quotient to interpret dynamic human emotions and psychology. This EQ is what eventually blends with IQ and curates the right message. Additionally, any form of machine-led operations needs human intelligence to give it a direction, to ensure the best possible output for the task at hand.

To sum it up, Artificial Intelligence is a powerful technology for professionals that must not be perceived as a hostile entity. There is a need for professionals to reinvent and upskill to be relevant. It is only through innovation and collaboration that businesses create winning communication strategies. The communications industry is poised to witness a disruption and unleash exciting new opportunities. After all, AI can only be human-like and not human!

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Piyal Banerjee
With over seventeen years of brand and corporate communications experience across top Asian markets including India China, Malaysia, and Singapore, Piyal Banerjee currently leads external communications for IPM India Wholesale Trading Pvt Ltd (A country affiliate of Philip Morris International).

In her previous role, she lead the Consumer Technology vertical for Genesis BCW, managing a varied portfolio of some of the biggest brands across multiple sectors like FMCG, Technology, Corporate & Start-Ups. In addition to this, she was also heading - "Step Up" - a unique offering focused on start-ups in India.

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