How Generative AI will Disrupt PR and Media

OpenAI just took another huge leap in content creation with the ability to create videos from text prompts. This is going to dramatically and quickly disrupt the world for content creators, publicists and journalists –  but not in the way you might suspect.

A few years ago, I wrote an article for Forbes that predicted AI wouldn’t replace PR. Generative AI will definitely streamline content creation and steal jobs from creators, but there isn’t enough quality data for AI to create an actual media strategy from scratch. Without quality data, AI doesn’t have the information to create a timely strategy. In the case with news, most data would become outdated with each passing news cycle.

Machine learning is great for analyzing data and predicting behaviors on the macro level, but creating a business or media strategy for most industries requires an intimate knowledge of processes, history, trends and emerging technologies that can expand market share. Machine learning needs that valuable component that is missing in PR and news.

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