Study: PR pros are optimistic about AI

NEW YORK: Communicators are bullish about artificial intelligence's potential to make their profession more efficient, according to a survey by MSLGroup and Publicis.Sapient. The study, Powered by AI: Communications in the Algorithm Age, surveyed more than 1,846 marketing and communications in-house leaders in Brazil, China, France, Germany, India, Italy, Poland, the U.K., and the U.S. MSL's parent, Publicis Groupe, is rolling out an AI platform called Marcel, which will essentially help its employees better collaborate and form teams more efficiently. MSL CEO Guillaume Herbette said he expects Marcel to be 100% operational by the end of the year. "AI will help us and our clients do better work," Herbette said. "It will add to brand-consumer engagement. They will try more than ever at [maintaining] that relationship."