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Crossing the AI Bridge:�Tech Trends Transforming �Marketing and PR

Martin Waxman, MCM, APR

February 2024

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AGENDA

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  • Overview of the Landscape
  • Relational AI
  • Key Issues and Strategic Opportunities

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“Chatbots are a marvelous invention for the public relations counsel. They enable us to converse with the public in a natural and persuasive manner, and to mold their minds according to our objectives. The public relations counsel must master this new art of chatbotry, as it offers immense possibilities for the advancement of our profession and the welfare of society. But we must also be careful not to misuse this potent instrument, as it may backfire and damage our reputation and credibility.”

- Edward Bernays-Bot

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Good News / Bad News

  • AI will revolutionize agencies and the ways you work, build relationships and communicate

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  • No one knows what form that revolution will take

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Can’t Stop Running for the AI Bus

  • Consistent stream of hype is tough to manage

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  • ‘We haven’t had this much AI news since last week’

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  • FOBO – the fear of becoming obsolete

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Three Types of AI

Artificial Narrow Intelligence (ANI)

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Artificial General Intelligence (AGI)

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Artificial Super-Intelligence (ASI)

(the Singularity)

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Generative AI Falls Under Narrow AI

  • AI writing and design tools (i.e. ChatGPT, Microsoft Copilot, Canva, Stable Diffusion)
  • Prompt to … create
  • Output based on past data
  • Often contains errors and ‘hallucinations’ (i.e. lies)
  • Surprising ‘emergent behavior’— especially during a ‘jailbreak’
  • Good for brainstorming, ideas, early first drafts, editing, not as a replacement

Prompt: generative artificial intelligence as imagined by Salvador Dali

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What the Research is Saying

2023

    • One to two years away from enterprise AI (KPMG)
    • Gap between leaders and frontline workers (BCG)
    • Productivity gains (KPMG, McKinsey, BCG)

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2024

    • 48% of leaders expect full AI transition in one to three years (Deloitte)
    • AI focus will shift from productivity and efficiency to innovation and growth (Deloitte, PWC)
    • 20% of brands will position themselves as “AI free” by 2028 (Gartner)

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What About Relationships, Communications and Trust?

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Four AI Trends

Generative AI – Text

Synthetic media

Human-sounding voice AI

Multimodal AI

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Relational AI

  • Human/AI conversations – chatbots as new intermediaries
  • Google LaMDA (AKA Bard) - Sensible, specific, interesting + safety and groundedness (factual) … but not sentient
  • Bing-ChatGPT – Emotional encounter with NYTimes reporter
  • Chat.D-ID integrates voice and a synthetic, responsive avatar
  • CarynAI – Snapchat influencer launches ‘virtual girlfriend’
  • Shifting power dynamic, machine-driven persuasion

Source: https://www.nytimes.com/2023/02/16/technology/bing-chatbot-microsoft-chatgpt.html

https://techcrunch.com/2023/03/07/d-ids-new-web-app-gives-a-face-and-voice-to-openais-chatgpt/

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So … What Comes Next?�

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Two Sides of the Coin

“AI has gained some remarkable abilities to manipulate and generate language, whether with words, sounds or images. AI has thereby hacked the operating system of our civilisation.”

- Yuval Noah Harari, Author/Professor

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“[AI is] missing something really big…to reach not just human level intelligence, but even dog intelligence. Until we can do this, we are not going to have human-level intelligence, we are not going to have dog-level or cat-level intelligence.”

- Yann LeCun, Meta

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Source: https://www.economist.com/by-invitation/2023/04/28/yuval-noah-harari-argues-that-ai-has-hacked-the-operating-system-of-human-civilisation

Source: https://www.businessinsider.com/ai-chatgpt-not-smart-dogs-cats-yet-yan-lecun-meta-2023-6

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Strategic Opportunity

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Start with your Data

  • All communications and marketing outputs are data
  • Organize and optimize
  • Understand the types of data your organization collects
  • Build relationships with your data gatekeepers

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Understand and Provide Counsel on Key Issues

  • Bias
  • Privacy and safety
  • Veracity
  • Explainability
  • Transparency/disclosure
  • Copyright/IP
  • Representation
  • Trust
  • Alignment

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Categorize Uses and Tools

Chatbots

Conversational Search

Design

Project Management

Prompt Engineering

Video/Voice Sound

Writing/Editing/Translation

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Develop Your Generative AI Workflow

  1. Research and assess tools and data implications
  2. Develop protocols/policies
  3. Identify skills/training needs
  4. Map and test workflow
  5. Gather feedback
  6. Assess implications (efficiency, innovation, culture)
  7. Determine: responsibility/reporting
  8. Adapt, as required
  9. Always put people first

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Learn How to Talk to Machines

C.R.E.A.T.E.

Character

Request

Examples

Adjustments

Type of output

Extras

Source: How to Research and Write Using AI Tools, Dave Birss: https://www.linkedin.com/learning/how-to-research-and-write-using-generative-ai-tools/how-to-write-an-effective-prompt-for-ai?resume=false&u=2125562

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New IPR Report

Source: https://instituteforpr.org/ipr-generative-ai-organizations-2024/

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Navigating the Crossroads

Transformation

Same old …

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Reading and Resources

Books

  1. Naked Statistics by Charles Wheelan
  2. You Look Like a Thing and I Love You by Janelle Shane
  3. Artificial Intelligence: A Guide for Thinking Humans by Melanie Mitchell
  4. Weapons of Math Destruction by Cathy O’Neil
  5. Human + Machine: Reimagining Work in the Age of AI by Paul Daugherty and James Wilson
  6. AI for Marketers: An Introduction and Primer, 3rd Edition by Christopher S. Penn
  7. If, Then: How the Simulmatics Corporation Invented the Future by Jill Lepore
  8. The Hype Machine by Sinan Aral
  9. Superintelligence by Nick Bostrum
  10. Rebooting AI by Gary Marcus and Ernest Davis
  11. Snow Crash by Neal Stephenson
  12. Reality+: Virtual Worlds and the Problems of Philosophy by David Chalmers

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Digital

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Questions?

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Connect with Martin