The most common uses of artificial intelligence in PR
Media monitoring, image recognition, and topic and trend research: These are the fields of activity in professional communication in which artificial intelligence will become most prevalent. This is the result of a recent survey by News aktuell and Faktenkontor.
Swiss communications professionals were asked in which three areas AI will be used most frequently in the next few years. 92 PR professionals and executives took part in the survey.
More than half of the respondents are counting on the help of AI in media monitoring: 52 percent believe that in the next few years, software in particular will take over the monitoring of media and social channels. In second place among the areas of application for colleague algorithms is image recognition: 40 percent of PR professionals see great potential in AI-supported tools that automatically analyze images to identify motifs. In third place is topic and trend research: 36 percent of respondents believe that AI will significantly support them in identifying new trends and topics.
The areas of influencer marketing and media relations, on the other hand, will remain primarily in the care of human colleagues in the coming years. Only seven percent of PR professionals believe that their work with influencers will be supported by algorithms in the future. In traditional media work, too, the vast majority of respondents will continue to rely on personal interaction with journalists and the media: Only three percent think that artificial intelligence will be used here in the next few years.
These are the areas of professional communication in which AI will be used most frequently in the next few years, according to the respondents:
- Media Monitoring 52%
- Image recognition 40%
- Topic and trend research 36%
- Success analysis and evaluation of communication measures 35%
- Content keywords 29%
- Content Production 22%
- Competitive analysis 18%
- Target group definition 13%
- Verification 13%
- Reputation Management 11%
- Crisis prevention and crisis management 7%
- Influencer Marketing 7%
- Media relations 3%
Source: Survey as part of the PR Trend Report by News aktuell and Faktenkontor was conducted online in February 2020 with 92 specialists and managers from media outlets and PR agencies. They were asked in which three areas of professional communication artificial intelligence will be used most in the next few years.
