As generative AI advances rapidly, it’s hard to avoid the question of how these new technologies will reshape the public relations industry. Nearly two-thirds of his 400+ telecom industry executives surveyed in the groundbreaking AI in Comms study believe the adoption of tools like ChatGPT and Bard will make a big difference in the industry by 2025 I expect. But his 86% of global survey respondents still remain. Positive for advances in generative AI, he scored particularly well in 35-44 year olds (91%).
To discuss these findings, Sandpiper and PROvoke Media held a virtual discussion with over 350 participants from around the world. Panelists are:
Carolyn Esser Chief Corporate Affairs Officer at Darktrace, an AI-driven cybersecurity company
Mark JohnsonAssociate Director of Sandpiper
Prashant SaxenaHead of Insights, Isentia Asia
Puneet SinghCisco Communications Director for Asia Pacific and Japan.
Sandpiper COO Kelly Johnston Announcing the survey results, PRvoke Media Arun Sudaman moderated the discussion.
The research report can be downloaded here, and a detailed analysis of the survey results can be found here. A video of this discussion can be viewed here.
Effective understanding is key to AI integration
Johnston noted that the Middle East, Africa, and Asia-Pacific regions have the highest AI positivity. “In these regions, less than a third of industries are concerned that advances in AI will reduce their jobs in the future.” Worried about being replaced by AI in the future compared to just 21% of people. And 65% said he expects the industry to change significantly by 2025.
But Johnston cautioned that leaders may not yet know how to work with transformational tools. According to his 43% of global respondents, leaders are integrating generative AI into their products and ways of working without fully considering the potential impacts and consequences.
For example, respondents in the Asia-Pacific region rated “Industry leaders’ deep understanding of AI” and “Industry leaders’ understanding of generative AI” at 25% and 24%, respectively. Europe and the UK had him second lowest with 41% and 43% respectively.
Filling knowledge gaps is important
Esser believes the knowledge gap is costing the telecommunications industry when it comes to maximizing the opportunities that AI can offer. Nearly half (49%) of respondents do not believe their company has invested enough in educating its employees about AI and its value. 61% believe his employer should allocate more resources to integrate his AI technology into standard practices.
However, generative AI is already being used by many users for more creative functions in communication. Social media content generation is 38%. 34% apply technology to article writing.
“Seven out of 10 want more training, and more than half actually participate in at least some form of training in AI, which has been ad-hoc at best, but the use of generative AI tools Only 18% are trained in responsible use, and 17% spend 10% managing deep fakes and 10% identifying deep fake content,” summarizes Esser.
Therefore, this study identified four key areas of training to understand landscapes and their complexity and impact.
AI Fundamentals: 101 to understand the long history of AI, its essential concepts and applications.
AI Use Cases: Understand the role that (generative) AI can play in everyday tasks such as content creation, creative concept creation, media monitoring, and crisis management.
Tools and Prompts: Learn how to use the right tools for the right tasks and how to get the most out of them through effective rapid engineering.
Ethics in AI: Understand what it means to use AI responsibly and its key principles and practices.
A more basic misconception about AI movement speed also needs to be cleared up, Saxena said. “In my opinion [respondents] We are currently underestimating the full impact of generative AI,” he said.
“A lot of this disruption affects different industries, different tasks, roles, etc.”
“So I think we have underestimated the impact of generative AI across industries, including ours, and over three years.”
Singh added to that sentiment, noting that PR is often listed among the top five jobs impacted by ChatGPT and generative AI. “The way they’ve quantified the impact is to say the job makes sure he’s exposed to GPT or GPT-powered technology,” Singh explained, and then performed a specific task. The time it takes for him to be 50% or 67% is also very profitable.
“When all of this starts to bear fruit…this isn’t three years away,” Singh said. “This is happening as we speak.”
AI is already operational in communications workstreams
Despite the above findings, the majority (61%) of communicators already use generative AI tools in their daily work, and one in five (21%) use them frequently. Globally, nearly half (47%) of companies using AI technology use AI technology to speed up and improve desktop research, and an additional 39% use AI technology for data analysis .
“The positivity also extends to agency-client relationships. Most believe AI technology can positively enhance this and make government agencies more efficient.” There is a view that AI will help level the playing field among agencies of different sizes, geographies, skill sets, language proficiency and other factors,” said Johnston.
In fact, Esser thinks people may overestimate the impact on their work. “I think it creates unnecessary fear that our jobs will be taken away,” she said. “The advisory function, the ability to run campaigns, I think these tools are great for creating more content, better content, and enhancing all that communication functions. I don’t expect to get advice from generated chatbots, not yet.”
Agencies and in-house teams planning to invest in AI technology can therefore benefit greatly, especially when it comes to attracting talent. 70% of respondents would like to receive more training on AI technology.
On the other hand, Johnston added, six in 10 believe it is likely that more work will be done on AI-generated reputations.
When it comes to client-agency relationships, Sandpiper’s Johnson believes there needs to be more conversation between the two. “There will be changes, but I think all that is needed going forward is a discussion between both agencies and clients about what is currently expected in terms of distribution.
Johnson also believes AI technology could remove some of the pain points of relationships, allowing agencies to deliver better campaigns and generate more impact. But that requires rethinking the agency model. Especially when it’s commoditized according to client demands.
“The success of the communication stream has always hinged on agency and internal partnerships,” added Singh, agreeing that automation can help free up client budgets. “But that kind of argument only happens when you look at your agency as a partner. not.”
Over the next six months, nearly nine in ten (89%) expect AI tools to be used weekly, and more than a quarter (27%) expect to use AI tools daily. By 2024, nearly everyone (92%) believes AI technologies will be a standard part of their toolkit, and 43% believe they will use them on a daily basis.
However, North American respondents (73%) were the least likely to have participated in some form of AI training, with people in the region being the least positive about AI, previously reported in this report. reflect the trend.
Risks growing as fast as AI expands
“The pace of change will be much faster than people realize,” explains Johnson. “9 out of 10 of his communicators believe they will use AI tools at least weekly, but as the use of these tools continues to grow, most people will find leadership abilities, strategic advice, creative thinking, I feel that soft skills such as relationship building are fundamental.
“I think the fine line that needs to be balanced is how society can benefit from tremendous progress in terms of productivity. [the] Struggling to recruit the necessary talent into the workforce.This is progressing. ”
“The industry is largely unprepared. Currently, only 11% of companies in-house or in agency have policies or guidelines in place for using AI, generative AI tools, and their communication.” is.”
Additionally, three-quarters believe this will be a key focus area in the procurement process. Overall, 79% believe that the use of AI tools in communications operations should be disclosed in some form in the future, with the largest group saying this should really only apply to the procurement of third-party data. I think.
However, one survey found that 85% are concerned about the growing legal and ethical risks surrounding generative AI. It is highest in Asia-Pacific and North America, and slightly lower in Europe, the Middle East and North Africa.
Data ownership has emerged as a key concern. Two-thirds believe advances in AI pose data ownership risks to the industry, with this sentiment being strongest in the Asia-Pacific region. That said, opinions are divided. Perhaps surprisingly, 36% believe users should retain ownership and 23% believe they should be shared jointly.
Johnson added that the findings underscore how important it is for the industry to learn quickly. “Especially as a leader looking to recruit and support younger staff, how quickly can we get up to speed and ready to go… embarking on a very rapid learning journey to understand this change. is needed.”