Artificial intelligence (AI) has irrevocably changed the digital world — striking both fear and inspiration into society as we attempt to navigate this increasingly intelligent technology. It has, and continues to have, a profound impact on all industries, offering a range of possibilities and potential in its application.

So, with this in mind — how will AI affect the world of marketing and PR? What impact will it have on the communications industry? In a time where AI is increasingly being perceived as a threat, we at Scriba wanted to highlight the value it can bring to our industry by exploring how it can work for, rather than against, us.

Read on to discover four ways AI can be utilised for the greater good in our space…

1. Fight writer's block

Staring at the blank Word document of doom is every creative’s worst nightmare.

Whether you’re struggling to articulate a complicated concept or stuck for ideas entirely, writer's block can knock confidence, waste precious working hours and dampen productivity. However, when used properly, AI can be a great way of overcoming this hurdle by providing snippets of inspiration that can kickstart a successful day of content creation.

AI is an excellent research tool, as it quickly trawls the internet to condense information from a wide range of different websites. It can therefore be treated similarly to a search engine, helping writers to save time, while also offering blog outlines and ideas from just a single prompt. Although the output may not be exactly what you’re looking for, it can be a great starting point and provides a basic framework to begin writing. 

Likewise, AI can also confirm what not to write. The masses of information that these tools consume, combined with their misuse, can often result in clunky, forced copy that misses the mark entirely. In a industry where nailing a client’s tone of voice and branding is essential, these tools can be counter-productive —  reaffirming the value of a real persons input, who knows a business inside-out. 

2. Create effective content, quickly

The marketing industry is incredibly fast-paced, resulting in busy diaries and jam-packed schedules. 

Between juggling client meetings, writing content and scheduling posts, it can often feel like there are not enough hours in a day — making the arrival of time-saving technology very welcome. While AI shouldn’t be relied on entirely, it can speed up certain tasks, especially when it comes to checking the quality of, or creating outlines, for written content. The in-built spellcheck features of most AI writing platforms, for example, make the proofing process dramatically easier, whilst its excellent research capabilities save writers from having to visit numerous websites to get the information they require.

The scope for AI when it comes to workforce management has limitless potential, too. Resource management and scheduling software which use AI can have capabailtiies that surpass even the most organised person, as it utilises historic data to inform future decision making. This means it can effectively delegate tasks, align resources and anticipate any potential disruptions to a team’s workload. 

If used correctly, this can result in more streamlined schedules and a better use of resources — reducing administrative issues and giving people the time they need to focus on tasks and think creatively. 

3. Effectively address sustainability challenges

Sustainability is a hot topic - and one that affects all businesses.

AI has the potential to revolutionise the way sustainability challenges are addressed due to its ability to quickly and accurately analyse vast amounts of data and identify patterns. This can help organisations make more informed decisions and simplify report generation when engaging in various initiatives. As sustainability grows in importance, it is likely that all businesses will be expected to take a proactive and demonstrable approach to reduce their environmental impact — and AI could make this a much easier process.

Given the role that marketing and PR professionals play in promoting clients’ green credentials, it’s important that the potential of AI is thoroughly understood and leveraged accordingly.

4. Improve social media marketing content

PR and marketing professionals typically create content based on their unique experiences and perspectives which, although original, can be limiting as it does not resonate with a wider audience. 

However, AI platforms such as ChatGPT are trained on vast amounts of data that are continually updated. Implementing these kinds of tools into our creative processes can therefore be an effective way to generate content that echoes with a greater demographic, helping to boost engagement and the success of posts. 

However, this is not to say it’s an easy way of creating engaging content. The quality of the outputted content produced is highly dependent on the input — so thinking up detailed and concise prompts is key. 

The value of a human touch

While AI will undoubtedly change the ways in which we work, the value of the human touch remains incredibly valuable and shouldn’t overlooked.

Although AI grows increasingly more adept at emulating human behaviours and thoughts, it is ultimately a piece of technology. It cannot - and should not - replace human input. As such, it’s essential that AI technologies are implemented thoughtfully and carefully into our workflows and organisations, and used to complement, not replace, human ingenuity.

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