Artificial intelligence (AI) is changing the marketing and public relations fields as we know it. Through functions such as learning, reasoning, problem-solving and understanding language, AI’s purpose is to mimic human intelligence. However, it is important to consider AI as a tool rather than a replacement for professionals in the workplace. In marketing and public relations, we can leverage the use of AI for efficiency, accuracy and speed while keeping the originality and creativity of human involvement.
Fields such as marketing and public relations are increasingly embracing AI-powered tools. Below are four of many ways in which AI is impacting marketing and public relations:
Hyper-Personalization
Using artificial intelligence tools allows for hyper-personalized content and campaigns. Through the analysis of large amounts of data that cover customer preferences, behavior, demographics, trends and more, industry professionals can deliver hyper targeted campaigns and content to audiences. These hyper-personalized campaigns can use Natural Language Processing which tailors’ tone and writing style to align with both the audience and the brand identity. In terms of content specifically, hyper-personalization allows for adjustments that are specified to each user such as channel, content type, timing and format.
Content Creation and Optimization
Artificial intelligence can create content such as blog posts, social media captions, press releases and email campaigns through automated writing and generation. Using AI-powered tools when creating content heavily increases speed and efficiency which reduces manual workloads. Also, it ensures consistent tone and writing style across a single brand’s content. Search Engine Optimization (SEO) dives into how AI can optimize content for visibility. The combination of AI-powered content creation and optimization helps websites rank higher in search results and caters content to better align with users. Optimization is done via the recommendation of keywords, phrases, headers, formats and overall readability.
Media Monitoring and Social Listening
Media monitoring is the process of tracking keyword mentions across news sources such as brand names, individual names and topics. Social listening is the analysis of trends and conversations across social media platforms. The enhancement of both processes by AI helps PR teams track brands and competitors as well as manage brand reputations and crises.
Copywriting
The ability for AI to create copy has been revolutionary for the marketing and PR fields. When considering marketing specifically, AI copy allows for a more consistent brand voice across content, SEO optimization and easier social media channel adaptation. For PR, using AI as a tool when copywriting creates a faster press cycle which in turn increases outreach and aids towards crisis communication. Overall, AI copy has been significantly helpful with ideation and content drafting, two very important sectors of marketing and PR.
So, what does AI mean for the future of marketing and PR? Artificial intelligence stands as a tool that can be expertly used alongside industry professionals. Alongside being the operative word, it is important to note that while AI can expertly work with data and pattern recognition, it cannot replace the creative and emotional capabilities of humans. The future of marketing and PR can be defined by more efficient workflows, hyper-personalized user experience and data-driven content.
