Porter Novelli at PRovoke Global Summit 2024: “A Robot wrote this Panel."

At the 2024 PRovoke Global Summit in Washington, D.C., Porter Novelli brought innovation and insight to center stage in our panel led by?Sarah DaVanzo, Chief Innovation Officer, and?Mark Durney, Head of Digital and AI Innovation. The session introduced Alix, Porter Novelli’s AI-driven “Beltway influencer” robot, designed to demonstrate the power of AI in revolutionizing the field of public relations. With the theme "Programming for the Permacrisis," our presentation underscored how AI, when paired with human creativity and ethics, can reshape communications to be more empathetic, strategic, and effective in today’s complex social and technological landscape.

A New Era of Collaboration: AI as a PR “Partner”

Porter Novelli’s approach to AI in PR highlights the technology as a partner, not a replacement. In her introduction, Sarah DaVanzo framed Alix and other AI-driven tools as “eager interns” rather than fully autonomous agents, emphasizing that while AI can assist in drafting content, analyzing data, and personalizing messaging, human oversight remains crucial. By acting as a “junior partner,” AI augments our capabilities, handling repetitive tasks so PR professionals can focus on strategy, storytelling, and creative thinking.

Mark Durney elaborated on this model, emphasizing that?AI amplifies the abilities of PR teams?by streamlining routine tasks, analyzing consumer data, and enhancing audience engagement across platforms. Through these capabilities, AI can empower PR professionals to produce impactful work with greater agility, relevance, and personalization. As Durney put it, AI allows us to “elevate our thinking in ways that deepen engagement and personalization” without compromising human insight and creativity.

Introducing Alix: AI Embodiment of a Beltway Influencer

At the core of Porter Novelli’s panel was?Alix, an AI-driven robot designed to interact as a Washington, D.C.-based “Beltway influencer.” Alix is not just a novelty; this AI persona is a testament to how AI can be programmed to reflect specific personas, making interactions feel authentic, responsive, and culturally informed. Alix uses data from media consumption habits, demographics, and real-time political and social insights to create responses that reflect the nuances of an actual influencer within the political landscape.

Through Alix, Porter Novelli demonstrated the potential of?“Storytelling 5.0”, a concept that DaVanzo introduced to describe how AI can be used in PR to achieve a new level of personalized engagement. By combining AI’s analytical power with a tailored persona, Alix showed the audience how AI can be used to create a dynamic, relatable presence that resonates with specific audiences. This example of using AI to create highly specific, responsive personas reflects our commitment to innovative, audience-centric communication that meets people where they are emotionally, culturally, and intellectually.

Industry 5.0: A New Era of Human-AI Synergy in PR

Porter Novelli’s commitment to innovation aligns with the concept of?Industry 5.0, which DaVanzo introduced as a shift from automated efficiency to human-centered AI. Unlike Industry 4.0, which emphasized automation, Industry 5.0 is about using AI to enhance human creativity and empathy, blending technology with humanity to create meaningful, personalized interactions. This approach represents a paradigm shift, particularly in PR, where human insight and empathy are indispensable.

Through Industry 5.0, Porter Novelli is pioneering a?human-AI synergy?that allows us to connect more deeply with audiences. Alix, as an embodiment of this philosophy, is designed not only to engage audiences on an intellectual level but also to understand and reflect their values, preferences, and concerns. By creating AI tools that are responsive to cultural and emotional cues, we aim to elevate PR beyond traditional boundaries, making it more interactive, inclusive, and impactful.

Ethics and Inclusivity in AI: Porter Novelli’s Commitment to Responsible Innovation

A significant focus of our session was the ethical implications of using AI in PR. DaVanzo and Durney both emphasized that while AI holds immense potential, it must be handled responsibly to avoid reinforcing cultural biases. One example presented during the session illustrated how the same AI prompt produced different outputs on American and Chinese platforms, highlighting cultural biases within AI-generated content. This pointed to the importance of using diverse data sets and platforms from multiple regions to avoid “algorithm bubbles” and ensure a balanced perspective.

At Porter Novelli, we are committed to?diversity and inclusivity?in our AI initiatives. By drawing from varied cultural and demographic backgrounds, we aim to create AI-driven PR strategies that authentically represent diverse voices. Alix, for example, was designed with inclusivity in mind, able to engage underrepresented communities in meaningful, empathetic dialogues. Through responsible AI practices, Porter Novelli demonstrates our dedication to ethical PR that prioritizes inclusivity, transparency, and cultural sensitivity.

?

Beyond Efficiency: Building Empathy and Personalization in PR

A core takeaway from our session was the potential for AI to bring empathy into PR through?personalization and cultural sensitivity. As Alix demonstrated, AI tools can use real-time data to engage audiences in conversations that feel relevant and resonant. By analyzing sentiment, audience demographics, and cultural context, AI-driven tools like Alix can adapt their messaging to align with specific communities’ values and concerns.

One example DaVanzo shared involved an immersive virtual reality (VR) project with L’Oréal, where 360-degree video allowed employees to experience consumers’ home environments, providing invaluable insights into their lives and preferences. Such tools, combining VR and AI, illustrate how empathy-driven technology can be used to foster a deeper understanding of consumers, which is essential for creating meaningful connections.

At Porter Novelli, we believe?AI should go beyond efficiency?to become a tool for understanding and empathy. By crafting AI-driven campaigns that reflect the lived experiences and perspectives of diverse audiences, we can help brands build trust, relevance, and loyalty in ways that traditional approaches cannot achieve.

Alix in Action: A Real-World Application of AI-Driven PR

In real-time demonstrations, Alix showed how AI can function as an insightful, adaptable PR agent. From analyzing data on voter sentiment to reflecting a “Beltway influencer” persona, Alix exemplified how AI can be used for?highly personalized, data-driven communication. For instance, when asked about managing emotional responses to elections, Alix responded with practical advice about focusing on clear, factual communication—demonstrating how AI can provide valuable insights aligned with its programmed persona.

These applications showcase AI’s role in delivering targeted, relevant messages that resonate with specific audiences. In healthcare, for example, similar AI-driven agents could enhance patient engagement, delivering messages that meet patients’ unique needs and concerns. Through Alix, Porter Novelli illustrated how AI can transform PR by making it more adaptable, relatable, and responsive.

Looking Forward: A Blueprint for AI-Enhanced PR

The PRovoke Global Summit provided a unique platform for Porter Novelli to showcase how AI, when thoughtfully integrated, can redefine PR and elevate it to new heights of effectiveness and empathy. Key takeaways from our panel include:

• AI as a Supporting Partner: At Porter Novelli, we see AI as a collaborator that enhances our capabilities without replacing the essential human touch that defines effective PR.
• Industry 5.0 and Human-Centered AI: By prioritizing empathy and creativity, Industry 5.0 allows us to leverage AI in ways that foster genuine human connections.
• Ethics and Inclusivity: Porter Novelli is committed to responsible AI practices, ensuring our tools reflect diverse, inclusive perspectives to avoid bias and better serve global audiences.
• Future Applications: AI-driven tools like Alix exemplify how AI can transform PR across industries, from healthcare to consumer brands, by enhancing personalization and building trust.

With our continued focus on AI and innovation, Porter Novelli is leading the way in transforming PR for the modern age. The future of PR, as we see it, is one where technology and humanity are seamlessly integrated, creating authentic, impactful communications that resonate with diverse audiences around the world. At the heart of this evolution is our commitment to using AI responsibly, inclusively, and empathetically—values that will shape the future of PR for years to come.