Each month at Honest Communications we take turns leading a discussion on something in the PR world that’s caught our eye – it could be a personal interest, something we’ve been researching, or a shift in the industry we think the team should know about.
Not all that long ago, one of those sessions focused on AI – and in particular ChatGPT. Back then, it felt new, exciting, and maybe a little daunting. Fast forward to today, and most people are now more than familiar with AI tools. In fact, most businesses are using AI tools daily, whether it’s to brainstorm content ideas, analyse data fast, take and summarise meeting notes, or explore new creative angles.
So, what are the pros and cons of this latest tech to take over the world, and is it coming from our jobs any time soon?
PR has come a long way
The 2023 PR and Comms Agency Growth Tracker found that “One-third of PR agencies say ChatGPT is having a significant impact on the industry” and we think it’s safe to say, two years on, that those predictions were bang on.
Here at Honest, as a specialist PR agency with many more years experience in the industry than we’d care to admit, we are all about embracing the latest tools that help us deliver bigger, better results in the most efficient way possible.
Once upon a time, PR people would stuff press releases into envelopes and post them out, then hit the phones endlessly for follow-ups – then along came the internet and email! Just like that, times change and communication evolves. AI is just the next step in our ever-evolving world… and we’re here for it!
While some people may be threatened by the capabilities of ChatGPT – not just what it can do now but also what it will be able to do in the not-too-distant future – we believe we need to embrace it and use it to optimise our output. Work with it, not against it!
How can AI help your business?
If you’ve not already welcomed AI into your work life with open arms, you might be wondering exactly what it can do. Here are some of the top ways AI can become your newest marketing executive…
Enhanced customer engagement
In an era of constant connectivity, customers have come to expect almost immediate responses, and many would sooner turn to a digital means of contacting companies rather than picking up the phone. Improving customer communications is therefore one of the easiest ways to make use of AI. Tools like chatbots can help streamline customer services, ensuring individuals receive a prompt reply and round-the-clock support, as well as directing enquiries or complaints to the correct department. A chatbot can do everything from answering frequently asked questions to assisting with product recommendations, saving your team both time and resource while enhancing the customer service you offer.
Advanced data analysis
Perhaps one of the most time-consuming tasks when it comes to managing inventory is diving into sales data – but luckily this is AI’s forte. By inputting your data into one of the many platforms online, AI can spot trends and patterns within a matter of mere seconds – something that might take us humans several hours! What’s more, AI can even predict the future, taking its findings to forecast consumer behaviour and market trends. Not only does this mean you can always have the right products in stock and reduce waste, but it also means you can use the sales data to inform your marketing campaigns accordingly and remain one step ahead of the curve.
Increased bank of assets
Ensuring you have a substantial pool of photography, graphics and materials to market the business is vital. With an increasingly competitive marketplace, brands must make it easy for consumers to spot their products or services, and offering eye-catching ways of communicating is one way to do so. Enter, AI! Whether it is AI-generated packshots or inspirational lifestyle photos, artificial intelligence can now produce an entire bank of assets to be used across websites, social platforms, in store, and more. No expensive equipment is required – it’s as simple as describing the scene or shot you want to create, and letting tech do the rest!
Are there any drawbacks to AI?
AI undoubtedly holds immense potential to streamline marketing in the home and garden world, but there are, of course, some limitations.
Customer loyalty is built on a foundation of trust, communication and emotional connection. While AI can help enhance customer engagement, some may prefer more traditional ways of communicating, like picking up the phone and speaking to a person! Some may also be reluctant to get on board with new technology like chatbots, feeling it is an impersonal way of communicating and failing to build that all-important connection.
Analysis software can also be costly to businesses. While there are many free platforms available, more sophisticated software can be expensive to run and require experts to install and update.
Perhaps most importantly, AI doesn’t know your company quite like you do – and quite like your customers do. AI cannot encapsulate your brand voice and the wider context of the message you are conveying. In today’s marketplace, brands must showcase their personality, their values, and what they stand for. It’s therefore essential to never rely fully on AI, a human element will always be needed and having a team of experts in place to support across marketing, branding, PR and social media to ensure all communications align, leveraging the latest in artificial intelligence to enhance activity is irreplaceable.
Is AI coming for our jobs?
The short answer is NO!
Yes, its ability to carry out many tasks is impressive (if not a little sickening and terrifying. We’ve spent years honing our copywriting skills only for a robot to churn out pretty decent copy in seconds in front of very eyes), but there are several flaws.
Fortunately for many of us, we cannot rely on AI alone. From a PR and marketing point of view, it won’t be coming for our jobs just yet. While (with some help from a human) it can spark ideas and save time, it can ultimately only do a small part of what we do. It can’t build relationships with key partners, journalists or stakeholders. It can’t inject your brand voice perfectly into communications. It can’t understand the deep nuances of your business or the ever-changing market context in which you operate.
It also can’t replace that human instinct that tells you when to follow up on a pitch, when to hold back, or when a story angle just feels right. It can’t replicate creative brainstorming between a team with electric chemistry, or navigate the sensitivities and tone required in tricky times or reputation management. It doesn’t attend events, notice trends on the ground, or chat to people over a coffee and pick up those golden soundbites that inspire campaigns.
Put simply, AI is a tool (a very useful one!) but it’s not a strategist, a storyteller, or a trusted advisor. That’s still very much a human job.
Get in touch
If you want to chat more about how your business can harness AI, and about how we can help you with the jobs that require a human touch (like PR and social media!) then get in touch with us today. Drop us an email on hello@honestcommunications, and we promise a real life human from the Honest team would love to talk to you!
