The phrase on everyone’s lips: AI. And rightly so. Businesses that bury their heads in the sand, hoping it will bypass them, or those stuck in their ways and simply against the concept, will suffer. A recent survey by the Oxford Internet Institute found that having AI skills can increase a worker’s salary by up to 40% – a clear indicator of the growing importance of AI in the future workforce.
Many organisations, even those with mild interest, have likely experimented with AI by now. At Refresh, we’ve been tinkering with it too, using it as an assistant or source of inspiration rather than relying on it for content creation. However, I’ve personally called upon tools like MidJourney on occasion to help illustrate creative ideas for a pitch when we didn’t have time for a full mock-up. Of course, generative AI is just a small slice of the AI pie, with many businesses already leveraging machine learning without even realising it.
If 2023 was the year to explore AI, I expect 2024 will be the year businesses start getting serious about their AI strategy. In recent discussions with people from various organisations, the consensus has been clear: “If we don’t have a proper AI strategy in place, we shouldn’t be going hard on communicating it.” This approach makes sense—especially for businesses operating in industries like public relations, where communicating effectively is critical.
For a PR agency focused on AI and machine learning, it’s crucial to approach this technology strategically. Like any emerging tool, companies should focus on solving problems first, and implementing the technology second. Rushing in without understanding the need for AI could lead to a host of problems for businesses just starting their AI journey.
Interestingly, in a PRCA webinar I attended last week, a commentator predicted that by the end of the year, PR, marketing, and creative agencies might be advertising for “head of AI” roles. While many AI PR agencies and peers in the industry are forming internal working groups to explore AI (often led by team members with a casual interest), few are yet hiring full-time AI specialists. But that could soon change.
Only time will tell, but my main point here is that companies who rush into communicating about AI without a clear strategy risk facing issues. Just as we saw a surge in “greenwashing” last year, where companies exaggerated their sustainability credentials, we might see something similar with “AI-washing” this year. It’s not as catchy, but you get the idea.
As a PR professional working with AI and machine learning, I wouldn’t claim to be an AI expert. But I do know that any outward or inward communication about AI must be backed by a solid strategy and verifiable facts. Anything communicated publicly is open to scrutiny, and as AI gains traction, more people will likely question businesses about their stance and how they’re using this technology.
In 2024, we’ll likely see some companies dive headfirst into AI, while others take a more cautious, considered approach. However, those that invest time in building a robust AI strategy will be the real winners in the long run.
Only time will tell on this, but my overarching point for this blog is that where I see issues are the companies that are going hard on communicating about AI when they don’t actually have a firm strategy in place. We talked a lot last year in communications about greenwashing (where organisations overegg their sustainability credentials to make them appear better outwardly) and maybe this year this will turn to AI-washing. It’s not as catchy, but you get my drift.
I’m not an AI expert, and I wouldn’t pretend to be, but as a communications professional, I do know that anything that a business is communicating outwardly (or indeed inwardly to colleagues) should be something it has a proper strategy on and can be backed up with proof. Anything you put out there in public is open to be dissected and questioned. As AI becomes more widely recognised and discussed, I imagine we’ll see more people questioning businesses on their stance on AI and how they’re using it.
This year I expect we’ll see some businesses diving in to AI headfirst and some being more considered. However, one thing is true for all, those that invert time building a proper strategy around it will be the eventual winners.