Implementing AI
Digital leaders and AI power users recently came together to discuss operationalizing AI. Here are key points from that session:
How does cognitive AI present an opportunity for firms?
Cognitive AI uses machine learning (ML) and natural language processing (NLP) to analyze patterns in human behavior and generate contextually relevant insights or responses based on historical and real-time data. It can be used to upskill junior talent by presenting how a given situation could play out to clients, among other things.
How can synthetic research be used in our day-to-day work?
We’re not quite at the stage where synthetic audiences can replace real-world focus groups. Synthetic audiences can be an incredible short-term supplement for traditional research, especially with tasks that require quick turnaround times. For example, an account executive that has been tasked with pitching several reporters can use this tool to test pitch angles with a synthetic audience.
How do you determine what AI tools to invest in across an organization?
- Understand what the tools will be used for. Start with a small and practical list of use cases.
- Determine what tools people are using for what. You need honest feedback from people on how they’re using AI tools, what they’re using them for and the time it has saved.
- Invest in what’s working and what people are already using.
- Point to and adopt tools’ policies on privacy and data to assure clients.
How do you encourage AI learning across teams?
- Include learning how to use generative AI in employee goals.
- Offer a certification program that can be shared on LinkedIn or on resumes. (PRC will offer an AI certificate program beginning in Q2.)
- Develop challenges for employees to use new tools to accomplish specific tasks.
PR Council Members: To watch the full webinar recording, make an account on our website here and access it in the Resource Library.
