What are the challenges of using AI in PR?

AI technology is revolutionising the world. However, in its current form, AI seems to be creating more problems than solutions for the PR field.

As PR specialists, we must recognize that we are still far from seamlessly integrating AI into our practices. The sooner we acknowledge this, the better.

Let’s consider a slightly unpopular opinion and highlight how AI is complicating the PR landscape.

1. Sapping the soul from content

The rise of Generative AI has led to an influx of similar, lifeless texts and images. The trustworthiness of AI-generated content is often questioned due to the potential long-term risks.

In PR, the focus should be on quality and uniqueness rather than quantity. In its current state, AI does not help us achieve these goals.

2. Eroding trust between media and PR

In a recent corporate experiment, independent sources mistakenly identified original texts as AI-generated and vice versa. 

This highlights the larger-scale chaos and confusion AI can cause.

3. Straining Relationships with Clients

Clients today often demand proof that AI is not used in our work. Likewise, we need to verify the originality of clients' materials to maintain media relationships.

Despite the increasing prevalence of synthetic texts, we must strive to prevent their spread.

Simplifying PR Work with AI: Not So Simple

While AI promises to simplify the work of PR experts, the reality is more complex. The enduring presence of Gen AI makes it crucial for PR experts and agencies to develop an Ethics Code.

Addressing the ethical aspects will help establish clear guidelines for using AI in PR and maintain trust in the industry.

By focusing on ethical standards and transparency, we can navigate the challenges AI presents and uphold the integrity of the PR profession.

Source: Drofa Comms' Co-Founder & COO Mary Poliakova's article for PRCA