In Part 4 of our series on Artificial Intelligence, we explain why you can’t future proof with backwards thinking.
Whilst AI might appear to be a futuristic, high-tech solution to everyday work problems that might not otherwise get solved, the reality is truly regressive.
Far from generating something totally unique, original, inspirational and engaging, which is the hallmark of great PR, AI is wholly dependent upon a historic database of content. This might make it a useful tool when it comes to describing well known concepts or fact checking dates, for example, but it won’t generate appropriate analogies or inspiring metaphors unless you feed it such phrases on a plate. In other words, it can’t do the actual job.
HornbyGeorge PR Managing Director, Kimberley Hornby, is pretty clear about why AI can never replace traditional PR. Those who know ‘kimba’ will recognise her no nonsense, take-no-prisoners approach to the matter:
“AI is stupid, can’t go to exhibitions or other events, build relationships, have conversations, keep a real ear to the ground, form collaborations and partnerships or monitor news and trends to react with speed to appropriate catalysts. It has no discrimination”.
Not only does AI fail to understand the ever shifting sands of cultural trends and the nuances of public response, it is incapable of forming relationships with gatekeepers in the media or persuading them to share your stories, artwork and images instead of someone else’s.
In Part 3 of our series about AI we explored Utopian goals with Dystopian outcomes. Read Part 3 here.