most challenging technological terrains ever . It means that our boundary-spanning role is rapidly shrinking in the face of intelligent machines and their unmediated interaction with customers and other key stakeholder groups .
It won ’ t be too long for self-driving cars and drone-based delivery becoming the norm , even in otherwise developing countries . While automation is a real threat to many of today ’ s jobs , incremental improvements in AI actually promises years of opportunity for PR and Marketing professionals ; but only those that stay ahead in the game and keep up with the pace .
Marketing and PR professionals can leverage on AI ’ s ability to detect patterns from data to better craft resonant messages and connect with consumers . These patterns can be things that people or conventional statistical models cannot detect themselves or patterns that normally require years of expertise to discern .
As PR professionals , we can harness this complex data to effectively measure the impact of campaigns as well as predict future outcomes . It may appear as though AI is far from having an impact on the way we communicate , but nothing is further from the truth . One only needs to look at how much the internet , mobile and social media has changed the way we live and work over the last decade .
When you factor in the ability for smart systems to become exponentially smarter , exponentially faster , the time to start planning for the next era of our industry is right now .
Beyond disrupting human interactions , AI will also open up opportunities for PR and marketing professionals to personalize experiences and their communication to their respective target audiences . AI will afford businesses a chance to create products and services that learn from the behavior of their users and tailor their experiences like never before . Communicators will design anticipatory experiences that make decisions on behalf of users based on their goals , preferences and past behavior .
For instance , Netflix today recommends the shows it knows its individual users will like most - based on past experiences . In the near future , brand experiences will differentiate themselves by customizing all of their advertising , products , and services to their individual users .
Artificial Intelligence will predictably be one of the biggest game changers in the communications industry for the foreseeable future ; through predictive analytics and advanced attribution , tech savvy PR professionals will be able to tell you how big a campaign or a crisis is going to be within a few hours of its start . This is achievable through massive intelligence gathering and high accuracy predictions using AI .
While the big question across many professions has been : will machines take over our jobs ? The real question ought to be : how can we stay ahead of the curve ? 2018 is the year that we ’ re likely to see an explosion of AI use in marketing communication to drive business across many industries , so brace yourself . AI is here to stay . Ride the wave .
Irene Mbonge is a Communications Expert and a current affairs enthusiast . She is the interim Chair , CIPR-Kenya chapter . You can commune with her on this or related issues via mail at : Mbonge . Irene @ gmail . com .
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