AI Will Revolutionize Media Like the Model T Changed Transportation
Its influence on media and communications will ultimately be comparable to the far-reaching impact that the Ford Model T had on the blacksmithing and equestrian industries in the early 1900s.
"We are seeing media industry layoffs already as more and more jobs and techniques are rendered redundant by artificial intelligence (AI)," adds Anna Marie Imbordino, CEO of South Carolina-based Buzz Media Group, LLC.
Imbordino states that as a communications strategist, what fascinates her most about AI tools is the impact they are going to have on news and content distribution in the new year ahead and beyond.
"Media outlets are more hybridized and digital focused than ever before, opting towards more automation and algorithm driven solutions," she points out.
Imbordino asks if this shift towards algorithmic pickup will revitalize our news wires and if it will render authoritative digital content more important than relationships with outlets.
"Many communication professionals are realizing the value of AI when it comes to narrative storytelling," she notes. "Having the ability to take an approved body of text or even a press release from the client and then using a generative tool to re-imagine the story in various ways as well as translate it to various languages has offered incredible benefits."
However, she maintains that it is important for communicators to understand the authenticity issues arising with AI use. "We are seeing ethical issues evolving in thought leadership categories, especially and need to start asking who, or what is generating this content. We also need to question if the content, photography and videography are "real" or based off a generative concept."
There is a common school of thought that the media industry may not be ready yet to fully embrace the consequences of this new technology. Therefore, it may behoove communicators to acquire new skill sets and take on different roles to more effectively partner with AI-generated opportunities.
Looking at the presence it has in the classroom where future PR practitioners are emerging, Mark Perlman, an adjunct PR professor at Columbia College Chicago, sees the new technology enhancing the learning process.
"Although I hope that AI will never physically supplant instructors, it can assist with time consuming but necessary tasks like lesson planning and grading which will enable us to focus more on teaching itself," he says.
Perlman also believes that AI can serve, in part, as mentors for students.
As far as making New Year's resolutions, he urges teachers not to be intimidated by AI and its impact on education.
"Instead, be diligent in carefully watching how your students continue to leverage AI in their studies."
