Implementation and Best Practice of using AI tools in Agencies
Summary of a webinar we held together with our Spanish partner agency evercom for the member agencies of the international PR network IPRN –
This February, IPRN PR Business Survey 2024 revealed that most of our members, a staggering 83%, pointed out that AI is part of business, with only 17% stating that they do not make use of any AI tools. AI is developing at breathtaking speed, with new mindboggling stories appearing in newspapers and on social networks every day. AI is now overlaid with bizarre economic myths that even some powerful Silicon Valley insiders believe to be possible: It will make us all unemployed, gain a consciousness of its own and then take over the world.
Stereotypical output of an image-generating AI tool: No, German PR consultants do NOT look like that.
In a Webinar, organized by TDUB together with our partnering agency evercom from Madrid, we focused more on everyday life in agencies, where a battle is raging between early adopters and traditionalists. There are probably consultants in every agency who are already very advanced in the use of tools for clients out of their own desire to experiment – and bosses who might prefer to prohibit the use of AI because they fear the risks to business operations. Or is it rather the other way round?
Ander Serrano, Partner and Director Tech & B2B Communications of evercom, and Tilo Timmermann, Co-founder and Managing Director of TDUB in Hamburg, Germany, presented a solution for these diverging interests and showed successful examples of use of Artificial Intelligence in PR.
- What strategic requirements need to be clarified before the use of AI?
- What risks are associated with the use of AI and how can they be managed?
- How does AI really help consultants in their work?
- What framework needs to be implemented?
- How is good content created for the customer?
- Tips and use cases from practical work.
Read the summary of the webinar here at IPRN’s blog.
