WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?
The most talked about innovation right now is, of course, AI, but I like to think of it as a tool rather than a challenge.
Programmes like Chat/GPT have difficulty injecting the human touches of nuance, empathy and humour.
They are known to sometimes ‘hallucinate facts’ or make ‘reasoning errors’ and we are a very specialised industry that relies on accuracy, reliability and integrity, so the human element is crucial.
However, as we chaperone the adoption of AI, we also tap into a workforce populated by a new wave of tech-savvy young entrepreneurs, ensuring that we are always reflecting our clients’ business objectives,
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
