Coexistence with AI: Emotionless Intelligence is Still Welcome

Artificial intelligence has already integrated very well into our daily lives, making it easier in some areas. For instance, popular chatbots answer users’ simple questions, and those with faces are becoming increasingly common, being at least more convincing than a classic chatbot, and they can be so convincing that they deceive women and men searching for love on various dating apps.

AI is also involved when we receive suggestions on what to buy on platforms like Amazon or similar ones, and even by simply using Google, we cannot avoid some form of artificial intelligence. It has become unavoidable in many sectors, including public relations. Although in some other sectors like retail, the fear of artificial intelligence and automation is justified as it already replaces people at checkouts, such dangers do not yet exist in PR, and it is questionable whether they ever will.

According to a study by CIPR (Chartered Institute of Public Relations, London) from May 2018 titled ‘Humans still needed’, it was found that 12 percent of the total skills of public relations professionals (out of a total of 52 skills) can today be supplemented or replaced by AI, with a prediction that this could rise to 38 percent within five years. We asked local PR experts if this has happened.

– Although we do not have ‘fresher’ research with precise data, the answer is self-evident. When I look back a few years, from my own experience as a PR expert, I can say that I consciously or unconsciously use artificial intelligence more than before.

Various algorithms that are advancing very quickly today save us time and allow us to analyze and process data more simply and quickly, predict trends, target and define target audiences, analyze and understand reactions/sentiment, monitor effectiveness in agency work, and based on that determine the value of our work – explains Martina Prenkaj, senior public relations advisor at IMC agency.

One thing is certain: people in the PR industry do not shy away from using AI, but rather try to adapt it to their needs. It is a good way to enhance services, monitor profitability, but there is always room for improvement.

Unleashing Creativity

Currently, we are not utilizing the full potential of AI, but this could change in a very short time as artificial intelligence certainly has a future in PR and communications industry, although some still consider it a threat, as confirmed by Manuela Šola, director of the agency Communication Laboratory.

– The biggest problem in using artificial intelligence is that it is mostly mentioned as a threat in the context of application in a certain industry. It is often associated with a reduction in the number of employees, but the truth is somewhat different. As numerous studies show, there are some skills that AI will never be able to replace, such as maintaining relationships, strategic thinking, adhering to ethical guidelines in decision-making, or critical thinking – notes Šola.

But before we address the threats, we should point out the advantages of artificial intelligence in public relations, which certainly exist. Although the development of technology increasingly influences how organizations hire, professionals working in public relations are still irreplaceable, especially in skills such as good writing, research, project management, and presentation skills.

If we were to predict which jobs will likely be taken over by robots in the future, work in marketing and public relations is certainly not one of them, primarily due to the important dimension of building relationships with partners and the media.

– The future of artificial intelligence in public relations is certainly the automation of repetitive and time-consuming tasks, which leaves PR professionals with more time for client consulting, creative writing, idea generation, or performing strategic elements of the job – emphasizes Andrea Čović Vidović, media manager for the European Commission in Croatia and a member of the Croatian Public Relations Association.

Automation is certainly one of the more important tasks that AI performs, but there is still much more in public relations. The use of artificial intelligence accelerates analytical processes the most because we all know that analytics and research are also a good part of the job in the PR industry. There are also increasingly better proofreading programs, competitive analysis, media monitoring, and translation programs that can be useful in saving time and money for covering the global market.

– Applications that help you with transcripts of interviews or press conferences, optimizing text, using data that will help you create press releases based on engagement on social media, or give you a better perception of when and to whom to send that same press release, are just some of the things that already work and will continue to develop. On the other hand, the last almost three years have taught us that predicting anything, especially in technology, is really just a prediction. News emerges on a daily basis; it is our job to accept the best of them – explains Jelena Šarić, senior advisor at Val group.

Prenkaj adds that artificial intelligence significantly facilitates access to information and data, filtering, and better targeting of audiences.

– Likewise, artificial intelligence today facilitates access to educational content because to keep up with trends and everything that comes with technological development, we must constantly learn. However, although artificial intelligence helps us grow in our jobs, it cannot outgrow and replace us. It can only make us more efficient, unleash our creative potentials, which we will then direct into new ideas, projects, and strategies that can only be produced by the human mind. And most importantly, artificial intelligence cannot replace a person in building and maintaining relationships with key audiences, which is the foundation and purpose of our work – adds Prenkaj.

Perfect Video Manipulation

On one hand, artificial intelligence makes our lives easier, more pleasant, and more enjoyable, but on the other hand it also carries dangers. Sophisticated technology like deepfake is precisely a form of artificial intelligence on the other side of the coin.

– Deepfake is a major challenge, I would say a global problem, as it infringes on human rights and freedoms. We are witnesses that many famous individuals have been victims of deepfake, or sophisticated technology. Such ‘perfect manipulation’ can destroy someone’s career, reputation, and even life, because when something goes viral today, it is hard to stop the wave and prove the truth.

I believe that deepfake will become increasingly dangerous for the credibility of the media, which understandably struggle for clicks. The race to be the first to publish some news or video can easily backfire, as it becomes increasingly difficult to discern what is fake news or what is deepfake. For us in PR, this is a challenge, as these are potential crisis situations that threaten both our clients and ourselves. Today, when everyone is essentially a media outlet, as they can publish whatever and whenever they want on social media, the danger to the reputation of companies and individuals lurks at every moment – points out Prenkaj.

Čović Vidović adds that if artificial intelligence is used correctly, it can positively change public relations. But otherwise, its use can really cause reputational damage and amplify biases and divisions in society, which can easily be achieved through deepfake.

The Relationship Between Human and Human

In the end, the main role of artificial intelligence in PR is effectiveness, and certainly not the replacement of humans. PR is a relationship between humans. PR is emotions, understanding, support, a kind word (but also criticism) when needed, and there is no robot that can replace a human in PR. As in any relationship, it is necessary to invest time and effort and have a high level of trust with a good dose of criticality so that all stakeholders are satisfied at the end of the project.

– Such a long-term relationship based on trust cannot be founded on artificial intelligence. Social and emotional intelligence is one of the postulates of PR, and I do not see how AI can adequately and relevantly meet that. Likewise, being a PR professional has long ceased to mean being able to write a good press release and having a talent for storytelling.

PR has evolved into a multidisciplinary activity in which, in moments of crisis communication and some new social and general life conditions, you need to know how to react quickly, in line with the client’s goals and consumer expectations. Therefore, without the human touch, there would be no PR, as the most important thing in public relations is to have a ‘sense of feeling’, and artificial intelligence is intelligence without emotion – concludes Šarić.