The document discusses how artificial intelligence will change communications and public relations. It defines key AI concepts like machine learning, deep neural networks, and strong AI. It then lists 10 ways AI will help PR in the future, such as real-time trend analysis, personalized campaigns, and automating routine tasks. The document argues that AI can enhance what it means to be human if used to augment instead of replace humans. It calls PR professionals to seek their AI advantage and help shape national conversations on the topic.

1. RISE OF THE SPIN BOTS: HOW AI
WILL CHANGE THE FUTURE OF
COMMUNICATIONS
@conneally talk to Public Relations
Institute of Ireland 29th NOV 2018

2. 2www.yourwebsite.com
• WHO AM I?
• SOME BACKGROUND TO
ARTIFICIAL INTELLIGENCE (AI)
• DEFINING AI AND ASKING WHY
DOES IT MATTER?
• HOW WILL AI IMPACT PR &
COMMUNICATIONS?
• WHAT CAN YOU DO NEXT?

3. … a wee bit of my back story …

6. 6www.yourwebsite.com
“Data is the fuel and the AI
algorithm is the engine.
We used to program
computers.
Now it is machine learning.
We just feed it with data.”
Hod Lipson, Professor of Mechanical Engineering, Columbia
University
.

7. 7www.yourwebsite.com
Artificial Intelligence
(Strong AI)
Deep Neural
Networks
Machine
Learning
Algorithms that help
computers learn from
data and then make
decisions and
predictions.
The more complex the
challenge, the more
complicated the
networks, requiring
more computation and
data leading to deep
neural networks.
Strong AI is the ability to
handle tonnes of data at
lightning speeds and
learn from what is being
consumed.

8. Prediction Judgement Action & Reaction
THREE PILLARS OF ARTIFICIAL INTELLIGENCE

9. 10 ways artificial intelligence will help PR in the future:
- Real-time analysis of “Digital Breathing” reporting exact (up to the minute)
insights and trend assessments.
- Deliver news to micro-target audiences in new ways using personalized
experience channels and augmented reality applications.
- Campaigns will be AI-designed and AI-driven while humans orchestrate and
innovate.
- Lightning-fast responses to crises, following pre-set parameters as part of
human-centric contingency plans.
- AI bots will collaborate with crisis comms leaders and will autonomously gain
the ability to flag or even pre-empt reputation crises.

10. 10 ways artificial intelligence will help PR in the future:
- PR pros will get advanced metrics that will be better than what today’s marcom
teams get from marketing automation services.
- Identity-based marketing will emerge where communications will be
customized to each individual person.
- You will communicate directly with machines (such as virtual assistants) as part
of your daily routine work.
- Co-bots will be digitally dispatched to any location to experience and report on
press conferences or information sessions.
- You will have the toolkit to localize your content with ease and accuracy for
greater impact and trust.

11. 10 ways artificial intelligence will help PR in the future:
1. Real-time analysis of “Digital Breathing” reporting exact (up to the minute)
insights and trend assessments.
2. Deliver news to micro-target audiences in new ways using personalized
experience channels and augmented reality applications.
3. Campaigns will be AI-designed and AI-driven while humans orchestrate and
innovate.
4. Lightning-fast responses to crises, following pre-set parameters as part of
human-centric contingency plans.
5. AI bots will collaborate with crisis comms leaders and will autonomously gain
the ability to flag or even pre-empt reputation crises.
6. PR pros will get advanced metrics that will be better than what today’s
marcom teams get from marketing automation services.
7. A new concept called identity-based marketing will emerge where
communications will be customized to each individual person.
8. You will communicate directly with machines as part of your daily routine
work.
9. Co-bots will be digitally dispatched to any location to experience and report
on press conferences or information sessions.
10.You will have the toolkit to localize your content with ease and accuracy for
Humans and AI working together: the
case of the Co-Bot!
> Gain insights, cut through clutter and find actionable data
> Quantify and qualify buzz and press hits
> Properly attribute revenue
> Know which tactics are working
> Spot brand and revenue indicators
> Identify PR funnel accelerators
> Manage all your rudimentary tasks
> Media lists are always up-to-date
> Classify journalists according to their beat and impact
> Rating and rank media influencers
> Connecting with clients and news desks
> Update multiple channels and social media accounts
> Engaging with and ‘listen’ to your community
> Pitch stories 24/7 and then hand off to a human.

13. “AI’s real value is in enhancing, supporting and amplifying human truth, human
experience and, ultimately, human freedom. Ironically, AI can help enhance what it
means for us to be human.”
Antonio Petrucia, Forbes Communication Council, 2018

14. CALL TO ACTION
✓ SEEK OUT YOUR AI ADVANTAGE
✓ DON’T LET OTHERS WRITE YOUR AI STRATEGY
✓ START AN AI PILOT PROJECT IN EARLY 2019
✓ HELP SHAPE OUR NATIONAL AI CONVERSATION
✓ TREAT AI AS A VALUABLE MEMBER OF THE TEAM.

15. “Public relations, like other professions, is sleepwalking into the issue of artificial intelligence. It’s an
issue that is rarely addressed at events or by those in the business of public relations. That needs to
change.”
Chris Lynch, CMO Cision

16. Find me on twitter at @conneally
or email Paul.Conneally@livetiles.nyc