Interview: Hear from Communications Director Ananya Mukherjee on the Key Areas PR Professionals Should Focus on as AI Dominates

The Growing Trust in Generative AI: What Marketers Need to Know

Earlier this year, a survey by Capgemini Research Institute revealed that 70% of Singaporean consumers and 73% of consumers globally trust content produced by generative AI. This trust extends to various aspects of life, including financial planning, medical diagnosis, and even relationship advice.

Additionally, the survey found that 70% of consumers globally rely on generative AI tools to seek recommendations for new products and services. In Singapore, 65% of consumers are open to making purchases based on these AI-generated recommendations. These statistics highlight the increasing reliance on AI technology among consumers.

While it comes as no surprise that AI has become a major trend in 2023, there are growing concerns about the safety and regulations surrounding these tools. Recently, Sam Altman, the CEO of OpenAI, spoke to US lawmakers about the risks posed by artificial intelligence and the need for stricter regulations to address ethical, legal, and national security concerns.

The Lack of Standards for AI-Generated Content

As AI becomes more integrated into marketing strategies, there is a lack of standardized guidelines for giving credit to AI-generated content. Ananya Mukherjee, the global communications director of narrative and content at Cargill, highlights the need for clear policies in this area.

Mukherjee emphasizes that when a human uses AI as a tool to assist in creating a campaign, the credit should go to the human. However, when the AI system generates content without any creative inputs or decisions from a human, transparency and acknowledgment of AI’s contribution are crucial.

A notable example is Pizza Hut Singapore’s AI-based value campaign called “Takeaway Pocket Pleasers.” The campaign proudly showcased AI-generated visuals, demonstrating the brand’s commitment to accessibility and cost-effectiveness.

The Potential Risks of AI in Marketing

While AI offers immense potential for creativity and efficiency in marketing, there are potential risks that marketers need to be aware of. Failure to disclose the use of AI in campaigns can lead to negative consequences for a brand’s reputation.

Mukherjee explains that these risks range from ethical concerns and legal violations to questioning the authenticity of the campaign. For instance, using AI to generate content that resembles someone else’s licensed work may result in copyright infringement. Marketers must also consider the legal risks associated with using proprietary information in their campaigns.

The Role of PR and Communications in AI Usage

PR and communications professionals play a crucial role in addressing and managing the challenges that arise from generative AI. Mukherjee emphasizes the importance of proactively countering potential risks to an organization’s reputation, credibility, and public trust.

To tackle these challenges, public education and internal awareness-building regarding content created through generative AI are essential. PR and comms teams should prioritize information verification, fact-checking, and continuously monitor media to detect false information and narratives derived from AI-generated content.

However, it is crucial to strike a balance between utilizing AI’s strengths and maintaining the human element in communication. Mukherjee emphasizes that AI should be seen as a tool to enhance efficiency, data analysis, personalized content creation, crisis management, and more. Ultimately, human creativity and connection remain essential.

Editor’s Notes

Generative AI has become a powerful tool in various industries, including marketing and communications. As AI continues to evolve, it is crucial for professionals in these fields to understand both the benefits and risks associated with its usage. PRAsia Singapore provides a platform for PR and communication leaders to discuss these topics and explore possibilities for collaboration. Don’t miss the opportunity to connect with industry experts and gain valuable insights. Visit GPT News Room for more information.

Related articles:

  • Google looks to generative AI ads as it amps capabilities
  • Microsoft partners with universities to allow the use of generative AI in school
  • The power of generative AI: Unlocking creativity in ad campaigns

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