While Artificial Intelligence (AI) may seem beyond our reach, it is becoming increasingly mainstream and undoubtedly will play a pivotal role in the future of PR. In fact, it has already entered the communication world, where companies like Condé Nast, Coca Cola and L'Oréal are using it to strengthen social media campaigns through a better understanding of consumer behavior. AI does this by observing, interpreting and evaluating vast volumes of unstructured data that would boggle the human mind. In the process, it uncovers patterns that reveal more targeted, wide-ranging and in-depth insights into consumers. AI can complete these tasks in seconds.