Is AI the secret ingredient to supercharging human-centric communications?

By Nishad Sanzagiri and Georgia Hart

As news of AI’s role in the upcoming global elections captures headlines, its ripple effect across industries cannot be overlooked. Companies are committing substantial investments to harness AI, underscoring its pivotal role in future growth – for example, digital consultancy Emergn’s latest survey findings revealed that a staggering 94% of new products and services will be AI-powered by 2028.

Its advantages are clear to the communications industry.? By harnessing AI, businesses can achieve remarkable improvements in efficiency, spark creativity and innovation, and master the art of creating personalized content that resonates with each unique client and their audience.

On the ground, AI is reshaping our industry by its unmatched ability to sift through the wealth of information that is produced daily in this digital age, filtering out the most pertinent insights from a sea of data. AI-powered tools, like the ones we use at DGA, can also rapidly evaluate data to provide sentiment analysis, turning a task that would have traditionally taken an extensive amount of time into a quick, efficient process. This capability to simplify and streamline data analysis enables us to glean valuable insights and make well-informed decisions.

Moreover, as AI models become more interactive and increasingly sophisticated, they can act as a wellspring of inspiration for creative concepts and help in kickstarting brainstorming sessions and elevating human creative agency to higher levels. They are able to assist in crafting hyper-personalized content at scale, addressing audience needs precisely, and freeing us to focus on the more intricate, strategic aspects of communications – the question of how this relates to overall business objectives.

Recent developments in the advertising industry highlight the transformative impact of AI, as firms increasingly harness its power to create hyper-personalized advertisements. It showcases AI’s ability to leverage customer data effectively, producing content that is tailored to each individual consumer on a large scale.

Yet, it is crucial to remember that the key to harnessing the power of AI is in finding the right balance.? Whilst AI excels at processing data and optimizing efficiency, the human element remains indispensable, particularly in client or customer-facing industries where personal interaction is essential.? AI adoption should not be seen as a panacea to replace human effort, but to complement our efforts – human oversight is key to unlock its full potential.

As we continue to navigate the complexities of the digital age, the future of communications lies in a synergistic approach in which AI and human expertise complement each other. By embracing AI as a useful and innovative tool, businesses are poised to thrive, unlocking new opportunities for growth and maintaining a competitive edge in the market.?

After all, as economist Richard Baldwin said at the World Economic Forum’s Growth Summit last year: “AI won’t take your job, it’s somebody using AI that will take your job.”