Stephen Hawking has warned that it ‘could be the worst invention of the history of our civilisation’ – no, not self-service supermarket checkouts, but Artificial Intelligence (AI). The term has entered the lexicon over the past few years, and has cropped up in numerous PR and marketing trends reports for 2018, but what I think many would find surprising is that it has crept into our daily lives at an alarming rate under the guise of convenience – from using Siri, to auto-tagging photos on Facebook and listening to your Daily Mix on Spotify. In the workplace, there has been a 14x increase in AI start-ups since 2000 and the share of jobs requiring AI skills has grown 4.5x since 2013 – but how does this affect us in PR, I hear you ask? Well, it already is replacing some of the low-skilled, repetitive (and character building, I’d say) tasks such as developing coverage reports, issuing press releases and creating media lists. So, is the humble PR professional on the brink of extinction? Absolutely not – and there are three key areas in PR where the human touch trumps technology every time: Relationships: people buy into people Keeping our clients and media contacts happy is the crux of the business – in taking that 7pm call, delivering media samples on a rainy Monday morning and karaokeing until the early hours, we build real bonds that can last an entire career. Creativity: finding the sweet spot While AI might be able to beat us at chess, finding the perfect balance between insight, strategy – and of course the killer creative idea – can only be done by us as we know and understand human nature and emotion, with all its quirks, better than any machine. Crisis: a helping hand in your moment of need AI has recently fallen foul of spouting Nazi sympathising views for Microsoft and running red lights for Uber’s driverless cars, so when an incident occurs who would you prefer to plan your first response? Your trusted agency partner, of course. AI is undoubtedly a fascinating, rapidly-developing sphere this is set to have a profound effect on our personal and professional lives – and I think it should be embraced by the PR world. AI will help to make our lives easier, and even provide deeper insights into reporting for our clients, but the human touch is what will continue to keep our clients happy and in the headlines for all the right reasons. Food for thought? Let us know what you think @RxTLondon.
I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more
Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more
Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more