Why AI for PR may be different than AI for marketing
A PR exec sees an essential difference that will keep humans in the game.
Digital marketing and ad platforms are already adding artificial intelligence at a furious pace, providing insights and campaign management once goals are set.
If this trajectory keeps up, it’s possible that these campaigns will become the equivalent of the self-driving car: Tell it where you want to go, and then sit back and attend to other business.
But public relations — the “free media” part of marketing — has a fundamental difference, according to Karla Jo Helms, founder and CEO of the Tampa, Florida-based JoTo PR agency.