The Use of Artificial Intelligence in Advertising and Public Relations
by Toni Rebaldo.
Mastering AI is quickly becoming a valuable skill within academia, sparking curious conversations about innovation across campuses, but what about AI’s application beyond university walls? Are industry professionals integrating AI in everyday practice? The answer is a resounding: ABSOLUTELY.
Who can benefit from using AI?
In the dynamic sectors of advertising and public relations, industry professionals are embracing AI to stay ahead in the game. Marketing strategists, creative directors, PR consultants and digital advertisers are among the professionals leveraging AI tools to analyze market trends, predict consumer behavior and personalize campaigns. This trend reflects a professional understanding of the value of AI-driven strategies and what AI brings to the table: It can enhance productivity, facilitate creative brainstorming and help us unearth emerging trends at a speed no human could. When utilized effectively, AI serves as a powerful tool from which both consumers and producers can greatly benefit.
What programs are the professionals using?
In the realms of advertising and public relations, professionals leverage various AI-powered applications to elevate their campaigns, including IBM Watson for behavior analysis, Google Ads AI for optimized ad targeting, Adobe Sensei for automated content creation, Salesforce Einstein for predictive analytics in customer relationships, and Hootsuite Insights, powered by Brandwatch, for real-time social media monitoring. Tools like Persado generate persuasive language for communication, while AI-driven chatbots enhance customer engagement with personalized interactions. These platforms collectively enable the speedy creation of effective, personalized and data-driven campaigns, showcasing that AI can play a major role in crafting messages that resonate with audiences and drive engagement.
A where and when example: NBCUniversal and the Olympics
The Olympics is renowned for uniting the globe and attracting massive viewing audiences, though NBCUniversal has noted a dip in viewership in recent years. To counter this, NBCUniversal is gearing up to boost audience numbers for the 2024 summer season using AI. The network first introduced its AI platform, Audience Studio, now known as AdSmart, in 2016, claiming it played a crucial role in shaping its broadcast strategies. This technology was also used during the Tokyo 2021 Summer Olympics when NBC Sports launched a cutting-edge AI research project named the Olympics Ad Engine, which used insights from previous Olympic Games' advertisements to optimize the effectiveness of 2021 ads. By analyzing 671 commercials from the PyeongChang 2018 and Rio 2016 Olympics, NBC compiled a comprehensive database of advertising knowledge with the aim to arm advertisers with data-driven insights to craft more impactful, fresh and engaging ads modeled after what they know works.
In essence, NBC's use of AI to analyze and optimize advertising strategies is setting new standards in the industry. As we approach the Summer Olympics in Paris, NBC will undoubtably leverage its advanced AI capabilities once again to not only enhance viewership for stakeholders but also to potentially set a new benchmark in how advertising efficacy is measured and improved over time.
Why should YOU care?
AI is not just a technological tool but a strategic ally in our quest to build compelling narratives. For advertising and PR students, learning how to use AI isn’t just beneficial; it’s essential! As the industry evolves, mastering AI offers you a golden ticket to the forefront of innovation, where creativity meets data in a powerful new way. By learning to utilize AI, you equip yourself with the tools to tell compelling stories, drive trends and make a real impact at record speeds. And it’s about more than just algorithms; it’s about using technology responsibly to shape the future of communication. So, immerse yourself in AI, embrace its potential and if you can’t beat them – join them!