ICYMI, generative AI has taken PR and communications by storm—all enterprise fields, actually. However as helpful and resourceful because it’s proving to be, senior comms professionals are nonetheless a bit intimidated by this just-months-old tech wunderkind, reveals essential new trade analysis from comms big WE Communications and the distinguished USC Annenberg Middle for Public Relations, which finds that of the almost 400 senior professionals they surveyed, the general evaluation may be summed up in two phrases: fascinated and frightened.
Thus the title of the newly-released complete report, Fascinated and Frightened: How are Communications Professionals Viewing the AI Alternative Forward?, which determines that PR leaders acknowledge the significance of AI for the way forward for the trade however don’t but have the information and expertise they want. This and different findings underscores the chance and urgency for communicators to reconcile that hole by constructing AI readiness by way of elevated training, experimentation and devoted talent constructing.
“We’re at first of a large disruption to our work, our lives and our world—not in contrast to different technological leaps we now have navigated over our 40-year historical past,” mentioned Tiffany Prepare dinner, president, know-how and client sectors at WE, in a information launch. “We should once more step as much as assist our shoppers navigate the adoption of latest know-how, and a brand new manner of working. The excellent news is that this survey reveals communications leaders have a chance to take a number one function in constructing understanding for a way AI in communications can be utilized purposefully, strategically and ethically.”
The brand new report captures the survey insights and analyzes how comms professionals can apply them to their work, providing new angles on points comparable to challenges to adoption, the rapid alternatives to unlock generative Al’s full potential, and a advisable path ahead.
“This report is a collective effort between USC Annenberg and WE to safe visibility into the influence that generative AI is having on skilled communicators, and uncover insights into how the broader trade is reacting and the way these within the discipline should act now to outline its future,” mentioned Prepare dinner.
The analysis reveals 4 main findings:
- AI fluency and generative AI experimentation in communications are low, spotlighting a chance for training and motion
- Most comms leaders see effectivity advantages within the brief run, but there’s curiosity to increase past to higher perceive new types of creativity sooner or later
- These leaders are conscious about the challenges of AI adoption
- New abilities and a mindset shift are key to capturing the AI alternative
Comms leaders are conscious about the challenges of AI adoption
Though nearly all of surveyed leaders acknowledged the significance of AI to the way forward for public relations, solely 23 p.c say their organizations are at the moment making adjustments to the best way they work with AI instruments—highlighting the necessity for readiness and literacy. Sixty-one p.c cited issues with misinformation/disinformation, whereas the opposite most typical issues had been data safety (44 p.c) and knowledge privateness (45 p.c).
Seeking to the long run, the findings present that though 88 p.c of communications leaders count on to see effectivity advantages within the brief run, there’s curiosity in unlocking new types of creativity by way of guided experimentation. Fifty-five p.c of respondents agreed that creativity within the discipline could be positively impacted by AI—whether or not by encouraging new traces of pondering and brainstorming, or by liberating up employees from mundane duties. To that finish, the report recommends that PR leaders prioritize studying new abilities to untap this productiveness.
Finally, the primary movers to develop competencies in generative AI and perceive the communications use circumstances will stand to achieve essentially the most worth
“In an earlier survey we carried out, solely 4 p.c of PR professionals mentioned they had been ‘very accustomed to AI.’ Since then, that quantity has elevated, however traditionally the communications trade is gradual to undertake new applied sciences. We are able to’t let that occur with AI,” mentioned Fred Prepare dinner, director of USC Annenberg Middle for Public Relations, within the launch. “We have to handle the important points related to AI and transfer aggressively to include it into our work.”
The report is predicated on a survey of 394 employed individuals throughout a spread of roles within the discipline of communications situated in the USA. The survey, carried out by Qualtrics and USC Annenberg Middle for Public Relations, queried respondents about their familiarity with AI instruments, attitudes relating to its worth for the communications trade, and the extent of influence it is going to have within the rapid future.
