As public relations and investor relations advisors, we’re often asked how artificial intelligence (AI) will change the way we do what we do. The short answer is that it can be helpful in many different ways, from conducting research to generating ideas on how to message a particular initiative, including a product launch, M&A activity or even an initial public offering (IPO).
The key is having the right human conductor managing AI channels to ensure they are leveraged effectively and ethically. The prompt we give an AI platform must account for the audience you are trying to reach.
Humans understand humans better than any AI, and in order to understand how to connect with human audiences, an AI platform needs an informed and responsible human to point it in the right direction.
The ethical implications of AI use must also be considered. Every time we leverage AI in professional settings, it is important to understand how and where it is deriving its information. You must ask yourself how the AI is interpreting information and what kinds of biases it is using to produce the data.
In his cover story for IR Update magazine, Evan Pondel unpacks certain use cases of AI in the IR and PR world, as well as the ethical guidelines we need to consider as we incorporate the technology into our working lives.