Automation was ranked a lowly 11th out of 11 in a list of the challenges facing the PR industry in this year’s CIPR State of the Profession report. And yet in the same report, in the list of activities most commonly undertaken, three of the top five factors were copywriting/editing, media relations and social media relations, all of which are at very high risk of automation.
Something doesn’t add up.
In the second episode of the Digital Download podcast in January of this year, CIPR President Sarah Hall said that “if we don’t become the strategic consultant, we are going to find that a third, possibly a half of our industry could we wiped out very easily through automation”.
But amid the 34+ sessions at PR Week’s PR360 conference this year there’s not a single one about automation or AI. Not one. The conference website doesn’t even mention it!
So what’s going on? Why do we not see AI technology as a threat when much of what we currently do will soon be able to be done my machines? Do we simply not believe that? [Read more…]