The Brave New World of AI

You can’t avoid it; news of the rapid proliferation of AI is everywhere.?

While AI technology has been around for a long time (since 1955, in fact), the rapid deployment of generative AI in the form of ChatGPT and other products does seem to be setting a new standard for rapid technology adoption.

That pace of change and the ability of new AI products is instilling awe in many. Some brands are racing to use the technology to create viral social media trends. Others are replacing more mundane content – like training videos – with AI-generated materials.?

But there is also a sense of concern – even a healthy dose of skepticism – among marketing and communications teams. As The New York Times reported last week, AI technology has already “prompted?lawsuits?over copyright and licensing” two things clients have frequently asked our teams about.?

Many teams are confused about what to do next. Like them, you may be concerned about the potential impact to your brand’s reputation, if you need to drastically change how you spend your budget, or even the future of your job. Or maybe you’re struggling to comprehend the differences between machine learning, deep learning, or natural language processing.?

The Comsint team invested significant time over the last few months taking prompt engineering classes, testing dozens of content topics, and deepening our use of AI in trend analysis. For us, this much is clear: while new technology holds tremendous potential in some areas of tactical execution, human-led strategies and insights remain key to its success.

Remember, when brands first started adopting social media, some thought it would be the end of PR and the role of marketers. That didn’t happen. While generative-AI is unlikely to replace functions as we know, it most certainly will change the way we work. This newsletter gives you a starting point for navigating that change.???

Addressing an AI-Generated Crisis

By Nick Puleo

In an era dominated by technological marvels, the rise of deepfake technology poses a significant threat to individuals and organizations alike. The ability to manipulate audio and video content convincingly opens the floodgates to many potential crises, from reputational damage to widespread misinformation campaigns.?

Generative artificial intelligence leveraged to create deepfake content has evolved to a point where it can convincingly mimic individuals' voices and faces, leading to the creation of deceptive content that is difficult to distinguish from reality. With this technology available to all, deepfake crises are not limited to celebrities and big companies: anyone from Taylor Swift to financial institutions to middle schoolers can be ensnared.?

Companies must proactively address this menace, employing strategic measures to mitigate the risks and protect their integrity in the digital age.

Tell Your Own Story?

The first line of defense against an AI-generated crisis is having a robust storytelling strategy already in place. Why? Because if your brand messaging is well-known by consumers, they are less likely to believe content that seems out of character. Brands with a less-than-robust presence and weak corporate narrative are particularly susceptible to these inaccuracies, as a void in their storytelling can easily be filled with erroneous details. The optimal strategy involves consistent, clear, and accurate communication with key audiences, emphasizing your brand's values and operational principles. Distributing messages through emails to employees, corporate blogs, and social media channels is essential.

Embrace Advanced Detection Technologies

Constant vigilance is another key defense against deepfakes. And here’s where it’s imperative to fight AI with, well, AI. Leveraging advancements in monitoring technology, companies can quickly and proactively spot and address manipulated content.?

A study from Northwestern University emphasizes the importance of investing in such technologies, highlighting the role of such technology in safeguarding organizations from the harmful effects of deepfakes. Deepfakes can also find their way into online platforms, creating a breeding ground for disinformation. There’s a need for even more vigilant monitoring of online channels, especially with the expected deluge of questionable social media posts surrounding the upcoming presidential election. Companies need to integrate state-of-the-art detection tools that utilize machine learning and pattern recognition to identify anomalies in audio and video content. This proactive approach enables swift identification and containment of potential deepfake threats.?

Establish Clear Communication Protocols

When it comes to crisis preparation and management, the best approach is to plan for the worst. In the event of an AI-generated crisis, a rapid and transparent response is crucial and deepfakes need to be something your crisis communications plan addresses. According to a report by the Brookings Institution, having well-defined communication protocols is essential to navigate the complexities of AI-enabled disinformation effectively. Organizations must establish clear communication chains, designate spokespersons, and prepare predefined messages to respond swiftly to any potential deepfake crisis. Transparency and openness are key components of effective crisis communication.

You cannot predict what havoc a deepfake generative AI crisis can wreak in your organization, but you can have a proactive and strategic response ready. It is also important to note that the ways in which you address an AI-generated crisis are very similar to the ways you should respond to any other crisis. Telling your own story, embracing advanced detection technologies, and establishing clear communication protocols are essential components of a resilient defense against AI-generated crises. The need for monitoring is more important than ever, with timely and effective responses being your best defense.?

By adopting these measures, organizations can not only protect their integrity but also contribute to the collective effort to build a safer digital landscape for all. The battle against deepfakes is a shared responsibility, and the time to act is now.

Integrating AI Into Your Next PR Campaign

By Nick Puleo

As companies seek innovative ways to elevate their PR campaigns, AI emerges as a powerful add-on that can transform the game. The fusion of AI and public relations is more than a marriage of convenience—it's a synergy that unleashes unprecedented possibilities. Recent statistics highlight the increasing adoption of AI in the business world, with 63% of companies already using AI to enhance their marketing strategies. Here are three powerful ways your company can harness the potential of AI to supercharge your next PR campaign, backed by real-world examples and actionable recommendations.

1. Gamify It

The best public relations campaigns surprise and delight their target audience. This is most often accomplished through gamification, or the use of game elements in non-game situations such as quizzes, points systems, or other contests that brands can use to drive engagement and boost conversions. We talk a lot about personalizing the consumer experience as much as possible, but with AI, brands have the ability to provide real-time adaptations and individualized feedback. An excellent example of gamification through AI was Mattel’s use of the technology during the launch of the Barbie movie. They released a “Barbie Selfie Generator” that allowed users to input their own images and then AI-generated character posters with editable text options. The Barbie team’s efforts even reached the realm of online dating where users were cheered on by Barbies and Kens when swiping on Bumble.?

2. Predictive Analytics for Targeted Outreach

One of the significant advantages of integrating AI into PR campaigns is the ability to leverage predictive analytics. Taco Bell and KFC's parent company, Yum! continue to refine their digital sales strategies through the power of predictive analytics. By analyzing the consumer behavior and preferences of their 5 million-plus app users, they provided personalized menu recommendations based on past purchases and browsing history. Each new exposure to the app provided deeper levels of personalization and relevancy. This targeted outreach has resulted in a 22% rise in digital sales announced during the February 2024 quarterly earnings call. This statistic underscores the potential of AI-driven predictive analytics in optimizing outreach efforts. Companies should invest in AI tools that offer predictive analytics capabilities. By understanding audience behavior and predicting trends, PR professionals can craft targeted messages that resonate with their audience, maximizing the impact of their campaigns.

3. GenAI for Dynamic Content Creation

Generative AI, as highlighted in a practical guide for marketers, opens up new frontiers in content creation. This technology has particular potential in the areas of initial research and brainstorming. According to Forbes, 70% of marketers believe that GenAI will significantly impact the future of content creation. Incorporating generative AI into your PR campaign strategy can enhance your productivity, but we must add a word of caution- AI is a known liar. Large language platforms like ChatGPT are trained off of human-created content, such as X (formerly known as Twitter) and that content is frankly only as reliable as the human that put it there. Further, the last update to ChatGPT happened in 2022 which means the data within is already woefully outdated. Though these AI tools are wonderful for boosting creativity, they are certainly nowhere near able to replace human-created content.?

4. Message Penetration?

AI provides powerful analytics tools that will help you measure the efficacy of your PR campaigns. With the volume of media mentions that can result from a relatively minor hit, i.e. your company’s name is listed among others in an article outside of your industry, it can be difficult to determine if your actual messaging is reaching your target audience and how it is being received. Tools that look at message penetration will give you deep insight into how a specific message does across platforms. AI can sift through the data and analyze sentiment, as well as provide highly specific intelligence about where your message is being picked up and who is interacting with it. This kind of analysis goes well beyond the social media monitoring of yesteryear which seems charmingly quaint today- an intern scrolling through Twitter looking for interactions- and enters a realm of sophistication that only AI can provide.?

As companies embark on their next PR campaign, the integration of AI becomes not just an option but a necessity. From interactive gaming elements to predictive analytics for targeted outreach to message penetration measurement, the possibilities are vast. By harnessing the power of artificial intelligence, PR professionals can elevate their campaigns, engage with audiences on a deeper level, and navigate the complexities of the digital age with strategic finesse. The future of PR is not just human—it's a dynamic collaboration between human ingenuity and the limitless potential of AI.?

Why Natural Language Processing Should be Part of Your Strategy

By Nick Puleo

Natural Language Processing (NLP) is a “machine learning technology that gives computers the ability to interpret, manipulate, and comprehend human language.” It’s been around for decades. And while you may be unfamiliar with its formal name, you’ll likely know its most famous iteration: Apple’s Siri, which was introduced to customers in 2011. Yet, brands shouldn’t take this ubiquitous tool for granted: NLP can do much more than just help you make a phone call.?

NLP has vast analytical capabilities that are vital in setting your communication and marketing strategies and monitoring your brand’s health. It can extract insights like positive or negative sentiments, emotions, behaviors, names, and other relevant data, finally taking that information and indexing it for reference. It can track conversation topics and trends. That’s why comprehensive NLP technology was one of the first investments made by Comsint when we launched in 2020.

Here’s how you can best leverage it to help build and defend your brand.

Real-Time Understanding of Brand Health

NLP is capable of processing and analyzing vast amounts of online text in real-time. When used correctly, it can tell you the topics, locations, sentiments, and leading voices driving the conversation around your brand and competitors. This intelligence has tremendous benefits for communicators. We frequently use this tool to help clients understand the sentiment around their brand, where conversations are happening, and how deeply their messaging penetrates earned media coverage. This helps to both set strategy and adjust engagement tactics to garner better results.?

In a more specific example, one of our energy clients faced sustained online criticism from a group of purported global advocates. Using NLP and other tools, Comsint was able to identify the scale of the issue, and its source, and monitor the conversation across social media platforms in real-time. Working with our clients, we could see that most content came from less than three dozen users in one part of the United States. Moreover, the NLP software revealed that they were clearly using a standard set of messaging, meaning they were an organized group, not a spontaneous response. That information allowed us to craft a targeted, local response to the issue. By addressing the specific geography and talking points, our client was able to isolate the matter and avoid any damage to their reputation.?

Identify New Opportunities for Storytelling

NLP can be a powerful tool for businesses to identify new opportunities for storytelling. By analyzing media coverage nationally or across trades, you can identify discussions and trends that are happening in your industry, in addition to the actual people writing and talking about them. That data provides insights into which trends your brand might be able to leverage to gain attention or new angles to pitch within a given topic. Additionally, NLP can be used to identify influencers and thought leaders in your industry. Collaborating with them to incorporate their insights and experiences into your storytelling will add credibility and a fresh perspective.

Comsint used this analysis to help one of its nonprofit partners gain national attention. NLP revealed huge potential in a newly announced conservation designation. Working collaboratively with our clients, we took what was initially intended as a press release and built a multi-platform marketing campaign. The result? Millions of views and engagement from thousands across the country.??

Unparalleled Consumer Insights?

NLP can be leveraged beyond earned and social media. It allows businesses to analyze vast amounts of textual data from online forums. This could be used to assess your brand’s health on an employer site like Glassdoor or a travel review website like TripAdvisor.?

By employing NLP, companies can gain valuable insights into how their brand is perceived. This enables them to tailor their communication strategies (or HR or customer service) to address concerns and amplify positive sentiments. Further, the potential for customized content is limitless. NLP enables companies to delve into customer interactions and preferences, facilitating the creation of personalized and engaging content. Statistics show that 80% of consumers are more likely to purchase when brands offer personalized experiences. By utilizing NLP algorithms, businesses can analyze customer behaviors, language patterns, and preferences to create targeted content that resonates with their audience personally, increasing brand loyalty and customer satisfaction.

Natural Language Processing can make brands savvier and more relevant to their audiences. By consolidating thousands (or more) commentaries into concise analysis, the technology has morphed what would have once been seen as anecdotal, qualitative evidence into actional, quantitative intelligence. When integrated into your communications strategy, this promises powerful results.??

The Benefits and Dangers of AI for Content Marketing

By Sarah Farris

When it comes to content marketing, artificial intelligence (AI) is a double-edged sword—offering up exciting benefits while also having its fair share of pitfalls. As businesses continue to leverage AI to enhance their content strategies, they must do so with a keen understanding of how to maximize the rewards of AI, while mitigating the risks that come along with it. Here we explore some of the benefits and dangers of AI and offer real-world examples, along with tips about how to make the most of this technology in your content marketing strategy.?

Benefit: Unparalleled Personalization

AI empowers content marketers to deliver hyper-personalized experiences to their audiences that are critical to driving engagement. According to a recent study, 72% of consumers engage with personalized marketing content. By analyzing user behavior and preferences, AI algorithms can dynamically tailor content, ensuring each piece resonates with the individual, fostering a deeper connection between the brand and its audience. A great example of this is Netflix’s use of AI algorithms to analyze viewing habits and provide personalized content recommendations, creating a user experience that keeps subscribers engaged.

Benefit: Data-Driven Decision Making

AI also provides valuable insights through data analysis, enabling data-driven decision-making in content marketing strategies. According to a survey, 61% of marketers use AI for data analysis, allowing them to identify trends, understand audience behavior, and optimize content for maximum impact. Google Analytics utilizes machine learning algorithms to give marketers insights into user behavior, helping them refine their content strategies based on real-time data.

Benefit: Content Creation and Generation

AI-driven content creation tools have revolutionized the way marketers generate compelling materials. These tools use natural language processing and machine learning to produce high-quality content quickly and efficiently. In just a short time, approximately 60% of content marketers are now leveraging AI for content creation. ChatGPT can generate human-like text, empowering marketers to create blog posts, social media content, and product descriptions with remarkable efficiency. Additionally, AI algorithms enhance content marketing strategies by optimizing for search engines. Through analysis of search patterns and algorithms, AI assists in crafting SEO-friendly content, boosting visibility, and driving organic traffic. Studies show that 93% of online experiences begin with a search engine. Google's BERT (Bidirectional Encoder Representations from Transformers) algorithm refines search queries, allowing content creators to tailor their material to meet user intent and improve search rankings.

Danger: Lack of Timeliness?

Content marketing often involves creating content that is relevant to current trends, industry updates, and the latest developments. AI models are only as good as the data they are trained on. Because ChatGPT’s last update was in January 2022, it cannot add any new or diverse perspectives that have emerged in the last two years so its content may be stale or outdated. The lack of regular updates means that ChatGPT may not be aware of recent changes or emerging topics, limiting its ability to generate timely and up-to-date content. Additionally, you risk perpetuating outdated thinking or biases that may have been debunked since its last update. There is also a significant push by most big legacy newspapers to ban ChatGPT’s AI crawlers from using its data to train the algorithms which will have an extremely detrimental impact on the quality and quantity of data that AI is using.?

Danger: Plagiarism and False Information (edit paragraph)

Without human oversight, AI runs the risk of plagiarizing and producing unoriginal content. Unscrupulous actors may use AI to reproduce copyrighted material, posing a significant threat to content creators and their intellectual property. Generative AI models may inadvertently reproduce copyrighted content, leading to legal complications and damage to the original creator's reputation.

Danger: Unintended Consequences and Misinterpretation?

AI algorithms, while powerful, can misinterpret context and intent. This misinterpretation may lead to content that is tone-deaf, offensive, or fails to align with the intended message. Microsoft's AI chatbot, Tay, was shut down after it started generating offensive and inappropriate content, showcasing the potential for unintended consequences in AI-driven content.?

Danger: It’s Only as Interesting as the Person Using It

AI technology is not yet producing highly sophisticated and engaging copy and we ran the tests to prove it. We asked ChatGPT to provide content for five dozen blog posts for different industries ranging from consumer-facing to technical. The first one was decent, but as we read on it became clear that the cadence and the vocabulary it spits out are highly repetitive and extremely formulaic. If you were to publish this pedestrian content, not only would your customers be extremely bored, but you could also risk tanking your SEO rankings because algorithms are on the lookout for content that reads as if it were written by or for robots.?

?Businesses are right to utilize AI to increase productivity and the efficacy of their content marketing campaigns, but they should never do so without careful human involvement. By staying mindful of timeliness, prioritizing the human touch, and rigorous checking for misinterpretation, companies can unlock the true potential of AI while safeguarding the authenticity and connection that define successful content marketing in the digital age.