{"id":1322,"date":"2021-07-10T13:06:23","date_gmt":"2021-07-10T11:06:23","guid":{"rendered":"https:\/\/www.rentapr.ch\/when-not-to-use-ai-in-business-communication\/"},"modified":"2024-05-21T14:17:51","modified_gmt":"2024-05-21T12:17:51","slug":"when-not-to-use-ai-in-business-communication","status":"publish","type":"post","link":"https:\/\/www.rentapr.ch\/en\/blog\/when-not-to-use-ai-in-business-communication\/","title":{"rendered":"When not to use AI in Business Communication"},"content":{"rendered":"

Business communication is increasingly using\u00a0artificial Intelligence<\/a>\u00a0i<\/strong>n various formats. While chatbots have changed how consumers connect with businesses, targeted innovative marketing campaigns use AI algorithms to create customer groups who will most likely engage with the ad. As more people continue to use\u00a0voice search<\/a>, content is being adapted to ensure a seamless transition to voice assistants.\u00a0PR has also leveraged machine learning<\/a>\u00a0and automation to gain better customer insights, conduct sentiment analysis, and ensure that various processes are streamlined and automated.<\/p>\n

In theory,\u00a0PR is the perfect setup<\/a>\u00a0for AI.<\/h2>\n

Not only can it easily accomplish vast amounts of data processing, but with Natural Language Processing, machines can even learn to mimic humans, and communicators can automate\u00a0the tedious and repetitive tasks of PR<\/a>, such as tracking email responses, publishing press releases, or even social monitoring.<\/p>\n

However, AI as a technology also has limitations that must be at the forefront while making campaign and communication decisions.<\/strong> There have been several instances where it has resulted in PR nightmares<\/strong> for corporations. One of the most well-known examples is\u00a0Microsoft\u2019s Twitter chatbot Tay<\/strong><\/a>. Set up as an AI persona targeting the 18-24 demographic, the chatbot, whose purpose was to emulate the language of millennial women, began to spout Nazi sentiments due to interaction with toxic users and was taken offline after just 16 hours.<\/p>\n

Another example with more severe consequences was\u00a0IBM Watson\u2019s<\/strong><\/a>\u00a0computing system for oncology<\/strong>. Supposedly designed to help physicians make decisions, IBM Watson was widely criticised because it gave incorrect and unsafe recommendations that endangered patients\u2019 lives.<\/p>\n

Reputational risks<\/strong><\/a>\u00a0while using AI in business communication can potentially harm brands as algorithms that make decisions<\/strong> are not transparent about the processes they use to reach those conclusions.<\/strong> Often, they use probabilities that can be flawed because of incorrect or biased data. Also, AI\u2019s inherent racial and gender bias is still a work in progress, mainly as it uses patterns and insights but amplifies the biases from which it learns. It has already led to\u00a0undesirable results<\/a>\u00a0and negative PR for corporations like Amazon. Another significant concern in AI is ethical and privacy issues related to\u00a0data mining<\/a>\u00a0and breaches.<\/p>\n

Deploying AI can be a business risk to your brand. In all the above examples, the PR team managed to control the narrative and avert plummeting stocks. Regarding business communication, humans must work in hybrid models to ensure that errors are minimised, smooth processes are in place, and machines are adequately trained to perform specific tasks.<\/p>\n

For instance, while\u00a0Danske Bank uses AI<\/a> to monitor potential money laundering, it still relies on human judgment to examine the flagged transactions. Take the case of\u00a0Unilever, which uses artificial intelligence\u00a0to recruit and train employees; those who pass the initial rounds are invited for in-person interviews,\u00a0where humans make the hiring decisions.<\/p>\n

Regarding marketing and communication, it\u2019s important to remember that they are about human connections and the relationships between brands and consumers or brands and journalists. For PR to be effective, it needs a human touch because machines cannot entirely replicate emotions.\u00a0Journalists<\/a> are more likely to respond to authentic sources instead of AI tech because the latter might make them feel manipulated. While automation makes smart replies possible, keywords can\u2019t replace human intuition or contextual creativity.<\/p>\n

The world has become digital at every step, and while automation makes life easier, AI is not a one-size-fits-all solution. It should not be considered a replacement for people but a judicious collaboration between humans and human-made systems, calling for a cautious investment that measures and understands the various risks involved.<\/p>\n","protected":false},"excerpt":{"rendered":"

Business communication is increasingly using\u00a0artificial Intelligence\u00a0in various formats. While chatbots have changed how consumers connect with businesses, targeted innovative marketing campaigns use AI algorithms to create customer groups who will most likely engage with the ad. As more people continue to use\u00a0voice search, content is being adapted to ensure a seamless transition to voice assistants.\u00a0PR…<\/p>\n","protected":false},"author":5,"featured_media":1206,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-1322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-work"],"_links":{"self":[{"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/posts\/1322","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/comments?post=1322"}],"version-history":[{"count":0,"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/posts\/1322\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/media\/1206"}],"wp:attachment":[{"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/media?parent=1322"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/categories?post=1322"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rentapr.ch\/en\/wp-json\/wp\/v2\/tags?post=1322"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}