PR’s relationship with AI? It’s complicated…

In PR, we are always recommending words or phrases to make an impact, capture attention and create a buzz around a particular innovation. AI is a multifaceted sector and often the question arises with clients over how they present themselves when AI is a part of their business offering. A big part of this job is creating compelling yet simple messaging without being misleading. ?Should organisations be using terms that make people tick or stick rigidly to science??

It’s complicated. For example, within the tech sector, I can’t go a day without hearing the term “AI”. It is probably the same for anyone, regardless of industry. “AI” is currently being used as an all-encompassing term and many organisations and individuals use the blanket term "AI" incorrectly, often without distinguishing between different AI technologies and applications. And the phrases artificial intelligence (AI) and machine learning are being used interchangeably.?

However, machine learning is a specific subset of AI that focuses on the development of algorithms and models that allow computers to learn and make predictions or decisions based on data. It is a powerful and rapidly advancing field with numerous applications, from natural language processing to image recognition to autonomous driving.?

Any inconsistency in language can lead to confusion among the general public and even within the tech industry itself. ?When used as a blanket term, people may attribute capabilities to it that are not within the scope of machine learning and create unrealistic expectations. It begs the question, is this ethical? Can this hinder progress? Fostering a clear understanding of AI subfields, like machine learning, is essential for advancing progress. ??

However, the use of impactful language that everyone seems to understand can be a powerful tool for advocacy and raising awareness about important issues. If I asked someone at the pub to talk about AI, they would no doubt have an opinion. If I asked them to talk about machine learning, it would be less clear cut.?

In short, organisations need to think about clear definitions of words and how they are using these terms. In the world of tech, it will also help the public as well as customers and consumers understand the nuances of AI and its subfields. Businesses need to be responsible with their choice of language as transparency builds trust in a brand. ?

Although it might seem complicated, my take is it’s better to be accurate. Technology will accelerate and we need to support progress with using the right language and terms from the start. While catchy and sensational language can be effective in capturing attention, it must be balanced with accuracy and clarity, especially in technical fields like AI. Maybe it isn’t as complicated as it seems??

PAN Communication’s latest report delves into the pitfalls and potential of marketers employing AI solutions in their storytelling and is well worth a read - here: https://indd.adobe.com/view/a994baf6-014c-4bd8-90cb-806d6857350a