The Evolution of Communications: How AI will shape communications in 2024
By Sarah Green
During a lunch break I typed into Chat GPT “write a 600 word topic on how the communications industry will be shaped by AI in 2024”.
What Chat GPT spat out confused telecommunications with our industry. It was completely useless and proves that Chat GPT is only as helpful as the command it is given. In theory Chat GPT can save comms teams time however there is still a lot of need for human intervention with anything AI is helping with.
As we step into 2024, the realms of communications are undergoing a profound transformation - in part - fueled by the integration of Artificial Intelligence (AI).
Precision in Public Relations:
AI is becoming a game-changer in the field of public relations, providing unprecedented precision in crafting and executing communication strategies. In 2024, AI-driven tools are adept at analysing vast datasets to identify trends, sentiments, and influencers in real-time. This capability allows PR professionals to make data-driven decisions, ensuring that their messages resonate effectively with target audiences.
As someone who remembers the days of driving to local towns to pick up the newspaper and find the story we’d placed or very nicely asking the journalist to send - via mail - a copy of the story once it went to print, I’m very pleased that AI-powered media monitoring tools can sift through a plethora of online content, tracking mentions, sentiment analysis, and even predicting potential issues before they escalate. By automating these tasks, PR teams can save valuable time and resources, enabling them to focus on strategy, relationship-building, and proactive brand management.
Personalised Communication Campaigns:
In the age of hyper-personalisation, AI empowers communications teams to create highly targeted and personalised communication campaigns. Advanced algorithms can analyse audience behavior, preferences, and demographics to tailor messages for maximum impact. Whether it's a product launch, crisis management, or brand promotion, AI ensures that communications are not only timely but also resonate on a personal level with diverse segments of the audience. As long as a comms person is always checking the AI’s work.
Additionally, AI-driven chatbots and virtual assistants can be integrated into campaigns to engage with audiences in real-time. These intelligent chatbots can answer queries, provide information, and even simulate human-like interactions, enhancing the overall user experience and fostering a sense of connection with the brand.
Employee Engagement and Internal Communications:
Internal communications are undergoing a renaissance with the infusion of AI technologies. In 2024, some forward thinking organisations are leveraging AI to enhance employee engagement by personalising internal communications. AI algorithms can analyse employee preferences, learning styles, and communication patterns to deliver tailored content, training materials, and updates. This not only ensures that information is relevant to individual employees but also increases overall engagement and retention of internal messages.
Moreover, AI facilitates streamlined internal communication processes. Chatbots and virtual assistants can serve as internal communication platforms, handling routine inquiries, disseminating information, and even facilitating collaboration between team members. This not only accelerates information flow within the organisation but also allows human communication professionals to focus on crafting strategic internal messaging and fostering a positive organisational culture.
Crisis Management and Predictive Analytics:
AI is starting to be used in crisis management too. Predictive analytics powered by AI can identify potential crises by monitoring social media, news outlets, and other relevant channels. By recognising early warning signs, organisations can proactively address issues before they escalate, mitigating reputational damage.
During crises, AI-driven communication tools can assist in analysing the sentiment of public responses, guiding communications professionals on the most effective communication strategies. This real-time analysis enables swift decision-making and adaptive communication, crucial elements in managing and recovering from challenging situations.
In 2024, the symbiotic relationship between AI and communication strategies is reshaping the landscape of public relations and internal communications. From precision in crafting PR campaigns to personalised employee engagement initiatives, AI is a tool worth getting to know. As organisations embrace the transformative potential of AI, they stand to unlock new levels of efficiency, effectiveness, and innovation in their communication efforts. There will soon be a future where the art of communication is seamlessly intertwined with the science of artificial intelligence and it’s worth understanding how you can use AI to help drive communications outcomes for your business.
