3 Ways AI Will Help PR in 2018

It's that time of year again when PR pros are making predictions for the New Year and revisiting the death of the press release, the need for more creative media relations as newsrooms continue to thin out, why paid practices are a must have, the rise of influencer marketing, an increased focus on content distribution, and how new measurement tactics will help redefine ROI for PR. Take your pick – these predictions, among other tried-and-true trends, seem to resurface every year. In fact, many are quite exciting. But, for those – like me – who jump at the mention of new tech, the trend to watch for 2018 is the incorporation of AI (artificial intelligence), which I see playing a role in three main ways. Just as with advancements in data science and machine learning, AI will help companies delve deeper into their target audiences to reach them on a more intelligent, personal level. With the ability to predict interests and uncover trends, companies – especially consumer brands – will be able to create more relevant products and services with the buyer experience front and center.