CIPR REPORT FINDS AI TOOLS IN PUBLIC RELATIONS SET TO EXPLODE
The public relations industry is “sleepwalking into a technological future” unless it gets a better understanding of the potential applications and limitations of artificial intelligence (AI) and wider technology.
New research published today by the Chartered Institute of Public Relations (CIPR) has found that there are now 5,800 technology tools with potential applications in the public relations industry, covering a wide range of areas including research, planning, measurement, content, data and insights, management, reporting and workflow.
The report – 'Artificial Intelligence (AI) tools and the impact on public relations practice' – is the most comprehensive review to date of AI use within the profession.
The report is a story of two halves. The first half examines the current tool landscape for public relations and is based on analysis of the Chiefmartec dataset built by Scott Brinker. The second identifies the explosion to come in communications, public relations, and marketing tools as a result of the GPT-3 Large Language Model and other related AI-based technologies.
Co-authored by Andrew Bruce Smith and Stephen Waddington, with contributions from Professor Anne Gregory, Jean Valin and Scott Brinker, the research found that whilst AI is present in just two percent of the original 5,800 tools analysed, the range of tools and technologies available has grown rapidly since January 2023, following the launch of the ChatGPT dataset at the end of November 2022, with the potential to impact every aspect of public relations practice.
The report also calls for urgent attention to the ethical issues thrown up by the rapid growth of AI, including whether practitioners need to declare using AI in their work and whether the technology could be weaponised to create misinformation at unimaginable speed and scale.
Source: https://newsroom.cipr.co.uk/cipr-report-finds-ai-tools-in-public-relations-set-to-explode/
