PUBLIC RELATIONS
Artificial Intelligence And It ’ s Impact On Organizations
By Irene Mbonge
Various movies , such as Terminator , have led us to believe that Artificial Intelligence ( AI ) is a superintelligent machine that will one day replace humanity , therefore birthing a myth that it will take a while before we get there . The truth is that AI is already here with us , and it ’ s redefining our lives in massive ways that we can hardly ignore . It is in almost everything we do from turning on the TV with Alexa , asking Siri about the traffic , using autocomplete search suggestions on Google , getting personalized recommendations on Netflix or music , trying to read our emails or getting directions on maps .
According to International Data Corporation , global spending on AI systems will reach $ 97.9 billion in 2023 , with a compound annual growth rate of 28.4 % from 2018 to 2023 . This rapid growth reflects the growing interest that organizations have in AI ’ s ability to increase their revenue while reducing costs through intelligent automation .
The Marketing and Communications industry is not immune to the growing interest in artificial intelligence . Organizations are beginning to adopt AI technologies to obtain valuable information from the digital world to improve their ability to understand audiences more accurately and measure the impact of their communication efforts alongside their strategies .
AI has revolutionized the field of public relations due to its powerful capabilities . It has helped professionals automate mundane tasks , identify trends , and create more effective strategies . By analyzing customer sentiment and measuring the success of campaigns using powerful tools , firms can gain insights into their audience ’ s interests and preferences to create more targeted campaigns that will resonate with their customers . Thanks to AI ’ s natural language processing capabilities , public relations teams can maximize their efforts and reach a wider audience with greater efficiency .
Consider Starbucks and how they leveraged AI tools such as data analytics to help make informed decisions on where to open new stores and which products to offer based on customer preferences . Starbucks has
“
Organizations must learn how to use AI to their advantage by recognizing the enormous variety of tasks that can be made more efficient through the deployment of AI in business processes . Rather than viewing AI as a threat to the industry , professionals should embrace AI as colleagues and find ways to leverage the strengths of both machines and humans . managed to keep its promises to investors through efficient adoption of AI and big data by improving its reward program and personalization to connect more deeply with its customers .
Personalization has always been a key part of the customer experience at Starbucks , through its ability to customize drinks for individual tastes . The company uses its loyalty card and mobile app to collect / analyze customer data including purchases , where they are made , and at what time of day . This involves using predictive analytics to process the data to deliver personalized marketing messages to customers including recommendations when they ’ re approaching their local stores and offers aimed at increasing their average spend . A virtual barista service , powered by AI on their apps also allows customers to place orders directly from their phone via voice command .
Artificial Intelligence ( AI ) and Machine Learning ( ML ) are becoming increasingly important components of organizations ’ communication strategies . Some of the uses include measuring the success of AI- Assisted communication Campaigns and monitoring performance data from an automated campaign , content creation , and scheduling social media posts . AI can play a key role for professionals in many repetitive tasks such as drafting press notes , transcribing speeches , creating media lists , writing emails , and producing reports . With AI-driven insights , professionals can quickly identify trends in their industry and develop strategies that will help them achieve long-term success . Some of the mind-boggling technology tools in AI include Chat GPT and Cision software .
Chat GPT / Chat-Based Generative Pretrained Transformer is the new AI
16 MAL52 / 23 ISSUE