AI vs. Agency: What to Expect in Marketing, PR and Communications
The rapid emergence of Artificial Intelligence (AI) has professionals in the marketing, PR and communications industry unsure of what lies ahead. Many question how their positions will change, or if they will be replaced altogether. In order to answer this question and dive deeper into the future of marketing and communications, one must first look at where AI stands today.
What is AI and how is it being used?
AI, at its simplest form, combines computer science and robust datasets, to enable problem-solving. According to IBM, it also encompasses sub-fields of machine learning and deep learning, which are frequently mentioned in conjunction with artificial intelligence. Programs such as ChatGPT, Jasper, MidJourney and Google AI are all popular platforms available today to leverage the power of artificial intelligence, creating content and generating ideas by searching the depths of the internet. However, that is only the tip of the iceberg. There are hundreds of thousands of AI tools (and growing) that are available to the everyday person.
To put it into perspective in the marketing and PR industry…*
77% of businesses are using or exploring AI.
61.4% of marketers have already used AI to some extent in their marketing activities, while 54.5% think AI can bolster their marketing efforts.
Given that the ever-expanding market of AI tools shows no signs of slowing, it’s no surprise that companies like Sports Illustrated and Anthropologie are currently using the technology. Using programs such as Jasper, they leverage AI technology to identify trending topics, update and re-purpose their content archive and support journalists. While large companies see the benefits of using AI to advance their marketing efforts, other content creators on an individual scale do not share the same excitement.
The Writers Guild of America Strike started May 2, 2023 and made headlines for the longest writing strike to take place in history. Protestors speak out with their concerns related to the new onset of AI technology. “They claim that you don’t need writing staff during production and that writing doesn’t happen in post,” says WGA Committee Member Yahlin Chang. “As anyone who’s ever written for a TV show or knows how a TV show gets made knows, that is flat out false.” With over 11,500 screenwriters taking part in the ongoing Writers Strike, their voices and concerns are being heard nationwide. What does this mean for writers, marketers and other professionals in the industry in the future?
*Statistics courtesy of https://techjury.net/blog/ai-statistics/
Predictions for AI Technology
While some are concerned with the negative implications of AI technology, others see a brighter future ahead. According to predictions published by HubSpot, marketers and communications professionals can keep an eye out for the following:
AI will give content marketers a significant lift.
There will be an influx of mediocre content generated by AI.
Companies will embrace responsible AI.
AI will become a secret weapon for SEO strategists.
AI will fit more naturally into the daily lives of marketers.
AI continues to become more accessible and widely used, however it is necessary to use it correctly and with good judgment. As seen in the predictions above, there will most likely be more and more content produced using AI, including social media posts, blog content and media releases. However, without the human element, much of the content may not be up to standard - or even easily recognizable as an AI creation. With the power to leverage the technology follows the question, “Should you use AI?”
How to and How Not to Use AI
According to Forbes, “The best thing PR professionals can do is get ahead of it and find ways to incorporate AI to enhance and improve the customer/client experience.” With any new industry trend or newly launched technology, education and knowledge are key. Once one understands the basics of AI, the individual can determine how to use it correctly and ethically.
A good rule of thumb is to stray away from using AI as it relates to generating any final content. Marketing, PR and communications agencies are known for their expertise in strategy development, brand positioning, market research, creative direction and campaign planning. All these items require human creativity, problem solving and understanding of consumer behavior.
However, AI can provide a lift in other areas including:
Brainstorming and generating ideas
Conducting A/B testing
SEO optimization
Providing a “lift” in the writing process
Summarizing large amounts of data
Overall, AI can provide the tools needed to get you to the finish line, and at a faster rate. Think of the technology as another coworker with the ability to boost creativity and increase productivity.
The Bottom Line
AI technology, though useful and intriguing, is not a replacement for marketing and communications agency work. It does, however, push professionals to do further research and imagine what the future of marketing and AI could become. When analyzing the relationship, it's evident that AI can be used as a tool alongside ongoing marketing and communications work, however, there is no replacement for the human element.
