Aligning AI with organizational values and brand

Communicators need to gain a true understanding of how AI is being used and what purpose it serves to build trust among clients, stakeholders and colleagues.

This can be achieved with transparency and ethical messaging throughout the decision-making process, industry leaders said during Ragan and PR Daily’s recent AI Horizon’s Conference.

Discussing the most pressing concerns for comms teams, Brian Snyder, chief innovation officer at Axiom, Michael Ramlet, CEO and co-founder of Morning Consult, and Levar Cooper, communications director at Lake County Government, shared their insights on the matter.

In simple terms, communicators should become fluent in AI-speak, Snyder said.

“The most actionable thing you can do is start to get smart on the technology and build conversational fluency,” he said. “That’s been one of the biggest asks that I’ve gotten from clients of all kinds, whether they’re in the tech space or not, is, how do we become conversationally fluent in these technologies, so that when we are called upon, we are able to speak to it authentically?”

It is crucial for comms teams to:

Once comms teams have a clear understanding of what AI tools are being used and how they work, they can accurately communicate why it is useful, instilling greater trust, Snyder said.