In much of the information we’re all reading about how AI is transforming communications, one theme is consistent: AI tools can take over the tedious, repetitive tasks, freeing us up to focus on the human attributes we bring to our work like intuition and empathy.
Consider this from Zack Kass, AI Futurist, Former GTM Head at OpenAI and Chair of the Ruder Finn AI Advisory Council: “The future of communications is inextricably linked with AI, leading to abundant possibilities. We’re on the cusp of unlocking unprecedented creativity, efficiency, and impact in how we connect and communicate.”
Exciting stuff. Two follow-up questions surface for me:
- In our role as communicators on behalf of brands, companies and organisations, are we fully leveraging our new opportunity find a closer, connection–humans-to-humans–with our stakeholders?
- Can AI help us reach our potential as people?
Both are intriguing propositions. One is practical for our day-to-day work as communicators; the second is more profound.
Considering the first, I’ve always appreciated that at its core, public relations is about creating positive, enduring relationships and helping our brands most effectively intersect with and improve stakeholder’s lives. To achieve these goals, there is no question AI can help more quickly and efficiently provide the data we need: stakeholder preferences, discontents, profiles and personas, geographies, resources they trust, times in the day they like to interact with media, information and support they wish they had even if they don’t yet know it. And more.
This information is critical for helping us make the ‘human’ communications. Only by ‘walking in the shoes’ of our stakeholders, can we be sure the words we use and the programs we develop resonate while also being authentic to the company we’re representing. There’s no value otherwise.
In my utilisation of AI tools so far, yes, I’m able to get the data I need much faster, though I am always diligent about fact checking. AI ‘hallucinations’ exist. Retaining the human element in research matters, not only to be sure the information can be trusted but to also take in the nuances that don’t always come through numbers. Hence, we build in ways to interact IRL with stakeholders to watch the body language, read the faces, hear the tone and inflection of voices sharing their real experiences. These human elements have power.
AI has absolutely liberated me to go deep on what the information is telling me, enabling me to think long and hard to unearth the insights and the psychology behind preferences and behavior. But am I going deep enough? Can I use our newfound time to challenge myself and my team to mine the data further to find even more creative, empathetic, emotionally rich and resonant solutions? We can and we should.
Of course, AI’s ability to collect and show needed information isn’t new to most or maybe even all of you reading here. It’s only the tip of the value these tools offer for efficiency. The opportunity is how we use the time we get back to lean further into how we bring what makes us and our communications human – intuition, empathy, bold thinking for complex work– to the fore.
As for my second question – the more profound one – I read this great line in an article I spotted in Forbes recently, “AI isn’t just a technological upgrade; it’s a mirror reflecting our potential to evolve as a species.” The piece went on to say that “the more advanced our machines, the more we must tap into the depths of our human nature…that our most human traits are not our weaknesses, but our greatest strengths.”
What an inspiring way to see AI! Not only for our work but as people going about our daily lives. It transforms the meaning of the phrase, ‘I’m only human.’ This used to be employed as kind of an excuse for why we haven’t done enough in a day or reached a goal. ‘Being human’ was a reminder of being flawed. But now, viewed through an AI-enhanced lens, humanity can be rediscovered. We have an opportunity, thanks to AI, to redefine what it means to be a human. If we all have the same information, how we use it with other people is the differentiator.
Now, consider this if you’re ever feeling overwhelmed by the breakneck pace of AI and how it will disrupt and transform your job and your life: the relentless advance of AI might turn out to be the best thing to push humanity towards realising its full potential.
I’m in.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sandra Stahl has created and led communications solutions for many of the world’s leading pharma, biotech, diagnostic, device and consumer healthcare brands over a 30+ year career. Her skills as a strategist and developer of compelling narratives have enabled organizational-and market- readiness, powered investment, enhanced profiles, amplified landmark data, built reputations and influenced opinion. She is a recognized thought leader regularly published in industry, national and international media, and author of the award-winning book, The Art & Craft of PR (LID 2018). Additionally, Sandra is founding faculty in the PR track in the Branding + Integrated Communications master’s degree program at The City College of New York, now in its 10th year, has delivered lectures at university communications programs around the world including Columbia University in New York and Xavier Institute of Communications in Mumbai, India.
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