paul roetzer This is a topic that many people are looking for. thetruthaboutdow.org is a channel providing useful information about learning, life, digital marketing and online courses …. it will help you have an overview and solid multi-faceted knowledge . Today, thetruthaboutdow.org would like to introduce to you The Future of AI in PR: Featuring Paul Roetzer . Following along are instructions in the video below:
“Tend to think of artificial intelligence. As an umbrella term. So a lot of especially especially in the business world. You hear a lot about machine learning deep learning natural processing.
There are all types of artificial intelligence. So they fit under that umbrella and we look at it as collection of tools technologies algorithms designed to make machines smart people use ai all the time in their life everyday from netflix and google maps and surrey and alexa all of those things are using artificial intelligence and so you see it in your life. All the time. And that s how marketing and communications and pr.
It s where it s going artificial intelligence has to be built to do specific things. There s no general ai like you see in the movies. There s no sentient beings that you know have consciousness and and think the way humans do so. What you do is you program.
It to do very specific things and most of the time it s making predictions or recommendations. That s largely what machine learning is about so when you think about the things we do everyday as professionals..
There s all kinds of things that could be fit into that those categories. And so the first step is understanding the use cases and then prioritizing them when i think about what professionals should know about ai. And what they should be aware of it it s really just again. What it s capable of doing.
It you don t need to go take machine learning classes. You don t need to go deep into. Ai. You just need to develop a base understanding of it so you can again identify.
When there s a use case. Where it may be able to save you massive amounts of time and money and the other thing is they re just gonna see the tools that use everyday get smarter like i know if scission is doing this with sentiment analysis. It s just you ve always had it. But it s all of a sudden just better to get started learning about artificial intelligence.
This basically we created the institute for so the marketing. I institute would would be a great starter starting point now once people get there what we often try..
And do is guide them to specific books that are of helped online. Classes is another great way and then just following the specific thought leaders and the reality is there aren t that many within our space. Today you re not gonna go find a bunch of thought leaders who specialize in communications and ai. They don t really exist so we actually tend to look outside of the marketing industry and we look at the experts who are driving innovation in other industries and we try and figure out what does that mean to marketing.
Some of the challenges you see with implementing artificial intelligence. One is it requires a lot of data so people do think you can just sprinkle ai on something and it magically makes it better and that s not the case. Ai is actually kind of hard to implement and it s it s not always a perfect solution. It s not the solution for everything.
And it s the wrong approach to go in thinking well we need to find something to do with ai. The right approach is here s 20 things we do every week or every month. Here s how much time they take here s how many of them require data. Here s how many are extremely time intensive and data intensive then work backwards.
And say well let s start at the top of this list. Let s go see..
If there are tools to do these things into the day it s it s just marketing technology. It s just smarter marketing technology in a lot of cases and it may be able to solve things we couldn t solve before but those still need business problems to solve replacement of marketing and communications jobs is certainly a potential reality. I m not gonna sit here and say it s not going to happen. But most likely what s going to happen is new jobs will be created.
We can t even imagine right now. It s what happens anytime. There s a great technological disruption is new things emerge that we could have never conceived of so there will probably be job loss at some point. It ll be replaced and likely by other roles.
But the more important thing for professionals to consider in terms. It s just going to enhance knowledge and capabilities. It truly can become a competitive advantage when applied and i like to say it will actually give you superpowers it ll take away the mundane things that most people don t like doing anyway. And it ll free people up to do the things that are uniquely human.
An example in my mind would be building a media database. When you re trying to think through..
What journal should i pitch this idea to envision a day where you put in i m trying to place a story about this and the ai goes out and reads every article written in the last 10 years from every journalist in the database. And it extracts out the people with the highest probability of being interested in covering it starts start surfacing insights that we would never have that would enrich our ability to make pitches to the media. A lot of times people ask about you know what s gonna happen in the future. What s gonna happen in three to five years five to ten years.
My general guidance is within the next three to five years at least 80 of what we do on a daily basis is going to be intelligently automated in some way. And that s kind of a scary thing to think about but i don t think it s an exaggeration at all beyond five years. I have no idea in terms of my advice for people for professionals just don t get overwhelmed by it people here artificial intelligence. They think sci fi.
They think it s just out in the future. It s not like it s it s here and the professionals that take the initiative. Just to get started just to learn the next piece of information or subscribe to a newsletter that s gonna help them or when they re at a conference. Pick the ai session even though it doesn t seem relevant to you it demand of being the most relevant thing you do so just get out of your comfort zone.
A little bit and and take take a leap of faith that there s something here ” ..
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“There s a lot of talk about how AI will change the future of PR and marketing, but many are left with unanswered questions.n n -What should I know about AI?n -How does it work?n -Will AI replace me?n -What s going to happen in the next five years?n n Paul Roetzer, founder of the Marketing Artificial Intelligence Institute sits down to answer those questions and more.n n Did you know Cision uses machine learning to help users enhance media targeting and deliver better sentiment analysis? To learn more, sign-up for a demo: http://cisn.co/demo”,
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