
If you look more closely, the current debate on the expected implications of AI tools on communications management – which has recently intensified due to the rapid spread of chatbots based on large language models – essentially revolves around the question of what public relations and corporate communications are actually all about. Talk of “revolutions,” as recently put forward by Bernhard Fischer-Appelt, along with the potential for 30 to 40 percent increases in productivity, or “identity crises in PR and communications,” as suggested by Jan Hiesserich from Palantir, centers on the aspect of automated content generation. Points of view oscillate between fears of communication management self-destructing on the path to using AI and the promise of the technology offering greater freedom for human creativity by taking over time-consuming routine tasks.
Continue reading “PR identity crisis because of AI? – The road to augmented communications”