Communications leaders face big questions about the future of AI. The PR Council’s new learning series this year, “What’s Next is Now,” aims to help provide answers to these questions by featuring expert talks about all things AI—the opportunities, disruptions, use (and misuse) cases, ethics and more.
Our first installment featuring Chris Perry, Chair of Futures at Weber Shandwick, touched on the importance of perspective in understanding and leveraging AI, the potential risks and opportunities presented by AI, and the necessity of guidelines and disclosure in its use. Here are some key learnings:
- The user experience of media is rapidly changing due to AI, which presents an opportunity to rethink and recreate digital communication.
- Generative AI also presents risks, particularly in the realm of misinformation and disinformation. It’s important for communicators to develop new tools and ways of thinking to manage these threats.
- Perspective plays a pivotal role in navigating the changes brought on by AI. Continuous learning, staying informed, and joining or creating discussion groups are crucial.
Our second installment featuring Bob Pearson, Founder and Chair at The Next Practices Group, covered how AI can be utilized to advance innovation, develop practices, and create an advantage for clients. Here are some key learnings:
- AI is already a copilot in our lives and is used in various ways that we don’t even think about, from custom search engines to coding in an app.
- The shift from listening to intelligence is crucial in battling disinformation. Companies need to move from just listening to platforms to gathering intelligence about who is shaping the market and what anomalies are present.
- The use of AI in internal communications is slowly gaining traction. AI can be used to improve research processes, create new art, and revolutionize customer service.
Our third installment featuring Ron Bonjean and Rodell Mollineau of ROKK Solutions, delved into the public’s perception of AI, its potential impact on various sectors, and the need for regulation and transparency in its use.
- There is general skepticism about AI among voters. According to a survey conducted by ROKK Solutions, WE Communications, and Penn State, most voters are concerned about their data, fake content, and the potential for bias in AI outputs. However, the survey also revealed a recognition of AI’s potential to reshape workforces and competition.
- U.S. lawmakers typically lack knowledge about technology in general, so they will lag in policy decisions. Business leaders—especially tech CEOs—can take a leadership role in setting ethical and responsible approaches to AI and helping shape policy.
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