In an era where the communications industry is being rapidly and continuously disrupted, FleishmanHillard, a leading global communications and public relations agency, has foreseen that AI will drive the future of the industry. In the next five years, by 2029, significant trends in AI-powered tools such as Automation, Crowdsourcing, and Programmatic will replace human roles and impact the communications process considerably.
Sophis Kasemsahasin, Senior Vice President, Partner, and General Manager at FleishmanHillard Thailand, addressed this topic at the Techsauce Global Summit 2024, the largest technology conference in Southeast Asia, held from August 7-9, “As experts in communications and public relations, we must adapt to the ever-changing conditions, not only to survive but to anticipate future developments and effectively adjust to the evolving media landscape. To this end, FleishmanHillard has applied our experience and conducted in-depth research to understand the mega-trend of AI and its future impact on communications and media business.”
Empowering the Communications Industry with AI
The insights reveal that AI is enhancing operations in the modern media landscape. Leading global media outlets such as BBC, CNN, The Washington Post, AP, and several prominent Thai news agencies are utilizing AI technology to process complex data sets and automate content creation (Automation) in various formats, including business earnings reports, sports news, and election coverage. Research shows that AI can reduce journalists’ working time by up to 20%.
Furthermore, AI assists in monitoring news content quality and dissemination across various channels through AI algorithms, enabling journalists to better comprehend consumer behaviors in the digital age. Major media outlets also employ AI to screen quality news before it reaches editors, aid in fact-checking, combat fake news, and track polarization in news reporting, which is expected to increase in the future.
With the intelligent evolution of AI playing a crucial role in every step of media operations, it not only saves time but also allows reporters to identify trends and focus on planning diverse and timely news presentations with more in-depth perspectives, catering to the needs of digital consumers and driving increased engagement.
In the communications aspect, Media Relations professionals must stay alert to changes and competition in news delivery. AI will soon play a critical role in filtering news content to match with target audiences based on programmed primacies and requirements. However, maintaining and developing relationships with the media remains vital and will continue to be essential despite the rise of AI and its advantages.
The Role of Micro-Influencers as Key Drivers
There is no denying that micro-influencers, who deliver authentic and relevant content, will remain pivotal in communications, both presently and in the years to come. The growth of Crowdsourcing tools and micro-influencer platforms, could emerge and connect PR professionals with vast networks of micro-influencers, efficiently augment marketing communication planning, which allows for targeted and cost-effective brand promotion. These tools will also enable PR professionals and content creators to develop content more promptly and accurately for their target demographics.
The Power of Creating Immersive and Instant Content
Automation and Programmatic tools will make content production increasingly immersive and instant. These tools can produce audio and video content, replacing traditional text-based news formats. For instance, leading U.S. organizations have used AI to broadcast the Olympic Games from Paris, while BBC has taken on Virtual Reality (VR) for live boxing matches. The importance of content creation—whether video, live streams, Virtual Reality, Augmented Reality, 360-degree video, or edited content—lies in its reusability and metadata compatibility. All shared content should be trackable across relevant channels, with modern content creators using algorithms to monitor performance and study the characteristics and lifestyles of digital media consumers for future content development.
AI and Human in Media Relations: A Synergistic Partnership
“The convergence of AI technology and human expertise is transforming the landscape of media relations. While AI brings efficiency, data-driven insights, and automation, humans provide creativity, strategic thinking, and emotional intelligence. Over the next five years, although AI will become more integral to communications, it falls short of replicating the genuine human touch that only a person can truly offer. AI is an exciting addition to our field, but it replaces the unique skills of human professionals. To stay ahead of the shifting media terrain, we must prioritize three key areas: 1) Talent—understanding and adapting to AI with intelligence; 2) Techniques—using AI insights to analyze algorithms and engage adeptly with influencers and target audiences; and 3) Technology—leveraging new tools to optimize our communication strategies for greater impact, speed, and proficiency.” Sophis Kasemsahasin concludes.
