“If you want it to write a press release, go ahead. You don’t need to hire me. But there is no strategy behind it.”
This is what a good friend who has been a PR leader for years said to me when I had mentioned to him about internal discussions about use of AI and machine-based learning we had been having at Relentless Awareness LLC.
For sure, tools such as ChatGPT, Grok, and Gemini can make the work look easy to do and with the right input, it can be helpful. However, there is a real challenge in terms of content ownership, disclosure, and ultimately, what is the appropriate use for these platforms in the agency or in-house space.
Earlier this month, we had an all-hands-on-deck discussion about the use of AI and machine-based learning in order to develop an actual framework on use, limits, and disclosure that would be a guiding light moving forward.
Every agency or in-house external relations department should be having this conversation, if they haven’t yet.
Like any organization, the opinions were varied and deliberately kept it open-ended to ensure every voice was heard. Some of the statements on the call:
“We should use this. It will help you.”
“Will it replace us?”
“How should we inform clients on use?”
“Can’t have slop!”
One end of the agency wanted to use it for their work – moreso in the administrative and back-end side of the firm vs. the creative and accounts teams where they were far more resistant, but understanding the landscape challenges of not adopting the latest technology.
After a two hour discussion, thoughts, points, and notes were compiled and a draft statement of principles was put together internally, with this anecdote:
“By positioning AI as a supportive layer, never a substitute, Relentless can maintain its reputation for value, authenticity, and expertise while still modernizing its practices.
In sum, the agency’s competitive edge will come from blending responsiveness, transparency, and authentic human creativity with smart, deliberate use of AI. This balance allows Relentless to stay ahead of competitors embracing AI while preserving the trust and quality that clients have come to expect.”
Basically, we recognize its potential for efficiencies, but never want to be inauthentic in our work for clients.
Here is what else is true:
– AI/MBL cannot replace the true relationship between the agency and the client.
– AI/MBL can supplement processes that are not exclusive or materially necessary to be unique (e.g. billing and compliance, clerical tasks)
– AI/MBL can help with content ideas, but the human touch is needed to ensure it is authentic, quality, and engaging
What are the conversations happening inside your organization regarding the use of AI and machine-based learning?
- Written by Joe Bonilla, managing partner and senior media director
