The impact of artificial intelligence on the communications field is already being felt. Content is being produced faster and spliced for multiple mediums. Measurement and analysis are now more efficient. And many are deploying AI as multi-faceted assistants that can help to gather information, help with brainstorming and ultimately lead to decision making. It’s always interesting to hear various use cases.
As a communications professional, what’s been especially interesting is understanding how AI algorithms learn, the type of content prioritized and trusted, and how other use cases of AI impact business conversations and deal-making. Understanding these variables can help to pave the way for improved marketing and communications strategies. For example, if people rely more on AI to help them research and make decisions, businesses need to ensure that their content is AI-friendly and that they are showing up in AI-generated outputs accordingly.
Let’s dive into some of the details around AI use cases and takeaways for businesses:
Credible sources are (still) highly valuable.
High-quality, trustworthy content is here to stay—even in the AI era. This is because brand awareness and reputation still rely on quality content, and Large Language Models (LLMs) are being trained to use credible sources to verify information and serve it up to users. Reputable sources like press releases, thought leadership in the form of bylined articles, commentary, Q&As and more, and legitimate news outlets heavily influence LLMs, making this type of content highly valuable for businesses.
This is fantastic news (pun intended!) for publishers, journalists, news organizations and communications professionals. Trustworthy sources online are, and will continue to be, highly valuable in an AI-driven world.
Cultivating a strong brand identity and ensuring messaging pulls through to create a cohesive presence across all channels remains important.
Lean into IRL connections.
AI’s capabilities extend far beyond content generation. AI is also being used to augment human interactions to create efficiencies. For example, Otter.ai recently rolled out avatars to replace humans as note-takers and active participants who can speak, answer questions and emulate their owners during video calls. As digital exposure to decision-makers decreases for communications professionals, in-person connections will be even more critical for building (and maintaining) strong relationships. The value of face-to-face interactions in the business world will likely increase.
This makes conferences, industry networking events and company-owned events an even more integral part of marketing plans and budgets. Human connections and relationships will continue to drive business, and the best way to make true connections in a business world that relies more on AI will be to meet clients where they are, in person.
Creativity and an integrated approach.
Content has reached such a scale that people now have a hard time remembering and discerning between what is earned, owned and paid. This means that to break through and resonate, a business needs to deliver its messages through multiple channels and mediums, and with a certain level of frequency that is both memorable and unintrusive. This can mean that for every campaign, there are multiple creative approaches for telling the story. For example, a product launch is coupled with a case study that is focused on generating an earned media story, a press release that maximizes SEO value and is noticeable to AI algorithms, a fun and creative video or series of videos that are shared and boosted on social media, and marketing materials including a landing page, sales collateral and more. Incorporating influencer support, strategic paid media, events, awards and more can further help B2B communicators maximize their efforts in an AI-driven ecosystem.
By leveraging AI’s incredible capabilities, businesses and communications professionals can enhance their efficiency, improve their decision-making and ultimately achieve better results. As AI progresses, all of us must meet this moment and adapt our strategies accordingly.
– Gina Preoteasa, EVP, Client Success