In such a short time, AI has moved from the realms of science fiction to something that even the least tech-savvy communicators are embracing. With ChatGPT having broken records by reaching 1m users in less than a week, and Deloitte data revealing 18m people in the UK have used generative AI, its impact is huge and popularity will only increase.

Creativity vs misinformation

AI should be seen as an opportunity. The creative possibilities at the crossroads where data, comms and creativity intersect are endless. However, unless the input is correct, GenAI allows for misinformation to be shared on a frightening scale. It’s not just the tech and comms industries that recognise this either; Forbes found 75% of consumers are concerned about misinformation from AI. It was this insight that sparked our creative approach to Royal Academy of Engineering’s 2024 MacRobert Award campaign.

While focusing on ‘traditional’ PR approaches has proven very successful previously, we wanted to use AI to further strengthen the brand narrative. Using a range of AI tools we brought the award’s namesake, Lady Rachel MacRobert (1884 - 1954), back to celebrate UK engineering heritage in a 90-second video that was launched at the Edinburgh Science Festival to much praise. This creative platform supported the wider PR objectives, by increasing awareness of the award resulting in features in The Times and BBC Radio 4’s Great Lives celebrating her life. The now award-winning project was made possible by in-depth research using The MacRobert Trust’s archives to ensure visually and aurally, we created the most accurate representation of Lady MacRobert possible.

This level of research was vital, as AI platforms are human amplifiers, so they are only as good as the data and prompts fed into them. It’s a reflection of the world that is already out there, which means there is fundamental bias baked in. Yes, we should see it as a ‘buddy’ to further creativity and impact in what we do but this is why the communications industry needs to step carefully when using GenAI.

The age of the communications technologist

PR professionals act as custodians of information for businesses, and with the rise of AI and machine learning, there has never been more of a responsibility. Managing this responsibility shouldn’t be taken lightly and in truth, requires a skill set that heralds a new PR industry step-change.

Cue the communications technologist. A team each of whom can understand the potential that data offers, utilise it and combine the insights with core communications skills like creativity, strategic thinking and storytelling to produce commercial impact. These are people who can understand how to unleash the potential that machines offer to the PR and comms industry today.

Alongside our more traditionally regarded skills, communications technologists are proficient in AI storytelling, setting them apart creatively from the competition thanks to the sheer volume of potential avenues that can be explored. Data analysis is second nature to them, not only aiding in storytelling but showcasing the impact of activity - an issue the industry has long struggled with.

Be active in driving change

With the rise of AI and misinformation seemingly on a similar trajectory, the time is now for the PR industry to step up and safeguard clients against potential threats. Teams built with the communications technologist mindset and skills set at the forefront will be best positioned to do exactly this, while delivering increasingly impressive results and measurable impact.