Why AI isn’t ready for the spotlight in PR—yet

Machine learning and neural networks offer huge potential for PR pros to learn about their audiences and respond decisively. However, humans are still needed to guide these systems.

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Artificial Intelligence represents a revolution for public relations.

With social listening and monitoring tools, not to mention machine intelligence and unstructured data, artificial intelligence promises to identify trends, track issues, generate sentiment analysis and produce reports in ways that are faster and better than what humans alone can deliver.

Should we sit back, wait for the insights to come to us and distill the best bits for our clients and leadership teams? Is technology alone “good enough” for what communications professionals need now?

Industry insiders and academics predict a radical change in how we define a communications professional. They forecast that 38% of PR skills will be taken over by enhanced artificial intelligence over the next 5 years.

Are machines taking over PR?

 Like any tool, artificial intelligence, machine learning and automated platforms enable human expertise to execute more with less, for less and in less time. Like any tool, the technology is limited by the vision, expertise and skill of the person who manages the tool and the job at hand.

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