Why and how communicators should embrace artificial intelligence

Relax, robots are not taking your job. New technologies can ease industry professionals’ daily duties and open the door to greater career achievements. Just breathe—and read on. 

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Artificial intelligence (AI) is finding its way into customer service, online search and even the crafting of articles.

All this gives rise to a new phenomenon for communicators: “content intelligence.”

Brandon Andersen, chief strategist at Ceralytics, defines it as “the science of identifying and predicting the content topics and themes that provide the most value to your audiences. It answers the question, ‘What content should I write?’” 

Content intelligence focuses on high-value content creation and the hyper-targeting of audiences. 

The widespread investment in and use of big data are changing the foundation of public relations. Likewise, new technologies embedded in natural language processing (NLP), semantic analysis, machine learning (ML) and artificial intelligence are requiring PR pros to embrace new methods—but benefits abound.

In addition to managing routine tasks, AI can analyze data to help develop targeted stories, make recommendations, monitor digital media channels, and even predict customer wants and needs.

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