Artificial intelligence proves big potential in the sector of modern communications
Marketing
Posted 09 Nov 2021
Artificial intelligence is being used in more and more industries today, covering a wide range of different tasks. In the manufacturing industry it is used among other tasks in the areas of safety control, the optimization of workflows, or to support everyday processes.
Artificial intelligence is finding its way into the PR- and marketing industry as well and serves the purpose of making workflows more efficient. We had a look at the possible areas of application for this new technology in the communications industry.
In the communications industry, AI has been particularly responsible for social media so far. Platforms such as Hubspot and Hootsuite enable automated publications of pre-written posts at a specific time. At the end of the month, users are provided with detailed insights into the performance of their social media posts, that are summarized graphically in comprehensive statistics. These figures provide marketing managers with an efficient and time-saving method of making evaluations, assessing their social media strategy and if necessary, adjusting it accordingly.
The sophisticated technology is also used for social listening to reliably identify current trends and potential shitstorms at an early stage within a fragment of time. As an early warning system, AI enables a quick and early response to both, a potential lead generation or threat.
These tasks can also be accomplished without the use of artificial intelligence. However, this task will then cost significantly more time and given a certain volume will not be feasible anymore.
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In addition to everyday routine tasks, artificial intelligence is also increasingly taking on more in-depth topics such as copywriting, meaning writing texts for content and advertisements. But how professional and empathetic can a machine’s texts be?
Currently, more and more providers for artificial intelligence are entering the market, offering optimized texts for social media and blog posts, product descriptions, advertisements and – depending on the provider – even the creation of biographies in social media.
The overriding goal is to create texts that are precisely tailored to the needs of the target group and are hence particularly strong when it comes to conversions. In other words, they achieve the planned effect on the target group and generate clicks.
The range of providers is diverse and offers various approaches. Sophisticated versions of AI can already write entire texts independently using only individual key phrases and optimize existing texts all whilst avoiding plagiarism.
It quickly becomes clear, that human creativity and empathy are missing. The human reaction of the reader cannot be anticipated even by an AI.
We tested a free version of artificial intelligence and received this text for the search term “Instagram marketing”:
“Good news for Instagram marketers: The social platform is expanding Insights. Users can now view analytics from the past 60 days and access a calendar tool. Instagram announced that advertisers and creators can now get more comprehensive information from Analytics. This is because the Facebook subsidiary is extending Insights by a whole 30 days. This means that creator and business account holders can now access insights from the past 60 days instead of the statistics from the past 30 days. Vice President of Product, Vishal Shah, shared the news via Twitter and posted several mockups of what the expanded analytics tool looks like on Instagram: …”
AI-based research with Copywriter software | www.unaique.net : KI CopyWriter – https://www.unaique.net/copywriting.php
The text is solidly written, reads easily and contains no spelling or grammatical errors. However, in terms of content, we can speak of a topic miss. As the term Instagram is mentioned, the automatically generated text deals with a new feature the social platform is hosting instead of the initial topic Instagram marketing. This AI generator has only allowed up to three search terms. So, an exact request for the text is extremely complicated and it took a long time to create this text as well. We waited over a half hour using a provider free of charge.
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Artificial intelligence in the PR and marketing industry offers solid support for everyday routine tasks and is becoming increasingly reliable in this area.
The first approaches in automatic copywriting are already impressive but they cannot replace human creativity at no point. Especially the online offers available for free have a lot of optimization potential and do not achieve the desired result. The quality of the text in particular leaves room for improvement. This leads to the conclusion that a communications expert is required once again to completely revise the text and adapt the wording to the company’s target group.
Anyone who invests in the technology of artificial intelligence might have circumvented the problem of having to create appealing texts but is still responsible for their review and publication as well as the interaction with their community.
Artificial intelligence is being used in more and more industries today, covering a wide range of different tasks. In the manufacturing industry it is used among other tasks in the areas of safety control, the optimization of workflows, or to support everyday processes.
Artificial intelligence is finding its way into the PR- and marketing industry as well and serves the purpose of making workflows more efficient. We had a look at the possible areas of application for this new technology in the communications industry.
Marketing Assistant at HBI Helga Bailey GmbH – International PR & MarCom
Lukas Huber has been part of HBI’s marketing team since 2020. As Marketing Assistant, his responsibilities include the development of marketing campaigns, social media management and the creation of specialized articles.
