Brand and corporate PR—which has historically relied on interpersonal communications—is increasingly being influenced by artificial intelligence as public relations agencies adopt AI tools to monitor and place stories about their clients. In some cases, AI is used to boost the odds of getting favorable coverage.
The use of AI in PR has been underway for years but has taken on new relevance as AI becomes more sophisticated and agencies are tasked to bolster the public reputation of brands.
PR giant Edelman—which for some 20 years has published an annual “Trust Barometer” that tracks factors influencing how corporations are viewed—has begun integrating AI into the offering. The “Trust Management Platform,” which was publicly launched this January, uses predictive and analytical technology that is designed to show clients through charts, maps and scores which consumers trust them, how much, and when this trust fluctuates, according to a demonstration viewed by Ad Age.
The product joins other AI-informed offerings deployed by a range of PR shops that are meant to pinpoint relevant journalists, generate pitches and address public sentiment more quickly.
“It’s (become) all about how you actually make the insights usable and practical,” said Amber Boyes, a director analyst at Gartner. Though the industry has used AI for a while for tasks such as monitoring media, “the buzz around ChatGPT and generative AI more generally presents new use cases,” she said.