How communicators are integrating AI into their work
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There's an enthusiasm gap between senior executives and the general workforce when it comes to incorporating AI into the workplace, according to a new report from stakeholder solutions firm Penta.
Why it matters: The communication industry is trying to be a first-mover when it comes to integrating AI into the work, but the lack of training is leaving younger workers behind.
By the numbers: Penta surveyed corporate employees from companies with at least 5,000 full-time workers between July 15-20, 2024 and found that senior executives are more optimistic and more trusting of AI than junior-level employees.
- They are also using AI tools more frequently, with 43% of senior executives reporting using it at least once per day, compared to only 21% of directors or managers, and 11% of associates.
- In fact, 34% of associates say they have never used an AI tool, per the report.
Between the lines: Slow adoption of AI can be tied to the general concerns about job displacement.
- 46% of associates believe AI will replace workers, compared to 31% of executives who agree.
The apprehension can also be linked to the lack of training and resources currently available.
- 67% of directors and managers and 57% of associates believe that ongoing training and workshops will help with adoption, followed by more pilot programs and demonstrations.
Zoom in: According to a recent Muck Rack survey, only 21% of workplaces have AI policies in place and only 1 in 5 offer AI training for employees.
- So while most PR professionals have played around with the technology, many don't know how best to incorporate it on a daily basis.
What they're saying: "Senior leaders are using GenAI more than junior staff, which may surprise some since younger people tend to adopt new technology early," says Andrea Christianson, partner at Penta.
- "The difference here is GenAI causes job security concerns for junior staff. Successful incorporation of GenAI will require cultural adoption at all levels, which means leaders should be transparent, include junior employees, and encourage peer-led knowledge sharing."
Zoom in: Here are some ways I've seen communicators integrate these tools into their work:
- Content creation. Using generative AI to draft press releases, pitches, social media posts, talking points or FAQs is the most obvious way some teams are using AI.
- AI can also help you "create once, repurpose everywhere" — a phrase coined by UPS president of global communications Deisha Barnett.
- Increase efficiency. AI can help with basic research, scheduling requests, formatting, list building, pulling data, transcribing interviews and summarizing meetings or large documents.
- Translation. AI can help translate between languages, but it can also help craft key messages for specific audiences.
- For example, one smart communicator from a tech company used AI to tailor an event invitation for a Gen Z influencer and then enlisted AI to help craft an invite to the same event for a member of a foreign delegation, which requires specific protocol and language.
- Message testing. Teams are using AI to predict how certain messaging might be received, whether it's seeing how specific language could appeal to a certain analyst on an earnings call or how a brand campaign might land in a new emerging market.
- Try this out: Next time you're putting out a statement, run it through AI after it's been edited and red-lined to the brink.
- Ask AI what the key takeaway of the statement is, and if the technology can't find the point, then it's unlikely your target audience will either.
- AI archivist. Record keeping is one of the most time consuming and thankless roles of a communications team.
- Use AI as your unofficial archivist to help keep records of the team's success, corporate history, product launches, community anecdotes or key digital assets.
- It's a way to pay it forward to future teams or new hires, which will allow everyone to move faster and be more aligned.
- Personalization. Generative AI can help teams personalize communications, which will keep people more engaged.
- For example, Accenture has increased internal email open rates by 10x by tailoring to each employee based on their location, department, function and interests.
- Discoverability. As AI supports search (or replaces it completely), the information these chatbots have about your company will become more important.
- Companies want to make sure that chatbots are using their brand-approved language and that they are not associated with problematic messaging or narratives.
- In response, many are combing through their digital presence and investing more in owned content that could help influence the bots.
- One fun thing: I previously asked ChatGPT how a brand can influence it. Check out the response here.
What to watch: AI can help communication professionals work smarter, faster. That's a good thing, but it also means that the billable hours model and agency landscape is ripe for disruption.
More on Axios: PR firms race to launch internal AI tools
