Utopian Goals with Dystopian Real-World Outcomes…..
In Part 3 of our series about Artificial Intelligence, we propose that what it really boils down to, is what sort of world do you want to help create and ultimately live in:
Do you want to live in a world where soulless machines rule the roost and real human creative output is forced into the back seat or utilised only to brief the bots? Do you want creative industries to be open fields for your children or would you rather see robots doing the jobs that young people have trained for and dreamed about doing? Do you want the only voices you hear – or the voices which speak for you – to be standardised non humans that will never understand passion, mystery, style, personality or substance?
Real PR – just as with the real media it serves – is the art of communicating messages that are tailor made to your company and brands, with all of the artistry, inspiration and magic that you want to excite your target audience with. Why invest so much of your own heart, soul, time and resources into building your brands, only to give them over to a bot scrolling a data centre for keywords? You and your brands are worth more than that and so are your customers.
If your customers detect – and they will – that your message is being communicated by fake humans, the chances are they’ll think that you’re a fake as well. Real people want to be spoken to by other people, not driven into the uncanny valley by something inhuman that’s masquerading as creative talent.
And that’s before we’ve even got to the journalists. You can be sure professional writers will spot machine-written text a mile off and send it straight to the dustbins of their laptops. This isn’t just because such mechanical text is seriously off-putting to those whose working lives revolve around the written word, but it also speaks to a deeper fear within themselves. For if AI can replace PRs, their own jobs might be next on the line and at what point does it all end? Better to nip it in the bud while we still can.
In Part 4 of this series on AI we explain why you can’t future-proof your business with backwards thinking. Read Part 4 here