In the bourgeoning AI realm, comms professionals be the Agents of Trust

AI and AI led applications are already of the most pertinent communication issues for the 2020s. AI and its subsets, GenAI, have already sneaked into our lives. There are many ways, comms professionals are now using AI to equip themselves and their work. From social listening to content and research, and media monitoring.

The best part of AI is that you use it but there isn’t a need to reference it. It’s a classic friend with benefits situation with technology. Faster turnaround, instantaneous response rates and easy exposure to technology are factors driving the uptake of GenAI in and at work. While our industry is increasingly looking at leveraging AI to unlock new frontiers for content creativity, efficiency, and outcomes; we are also the same lot that must abide by principles of ethical communication and accuracy of any information.

From a communication and PR standpoint, AI is a rather wicked issue, and there is opportunity for consultancies to take a lead in democratizing the use of AI tech yet be the custodians of its correct deployment. Ubiquitous use of AI also raises ethical concerns pertaining to factual inconsistencies, bias, disinformation and more. AI led content is as great as available data at any given time, case in point being the Google Gemini fiasco.

Imagine yourself representing a leading political party’s social media, and being tasked to promote a deepfake or doctored footage of an opposition member to promote your party’s cause, and malign another? Would you?

It is indeed true that PR machinery can be ruthless in spaces like entertainment and political campaigning, and with more advanced AI coming in, the world becomes their oyster. In such cases, communicators might become perpetrators of disinformed and unreal narratives, manipulating audiences, and eroding trust in news per se.

AI led content, and news also casts a deep dark shadow where it will put more pressure on comms to work with their clients and independently to preserve authenticity of the AI led narratives.

For instance, see how first copies of ultra luxury items are flourishing across the globe, so much so that it now become impossible to differentiate the authentic from a copy! The same discourse applies to content, and it necessitates for comms agents to guide with structural communication frameworks for clients pushing AI systems.

From Comms agents to Agents of Trust: PR in 2020s and beyond

AI is still an uncharted territory for corporations right now; and as PR counsels our job becomes even more significant, to not just drive an optimistic narrative on familiarising audiences around AI and its impact in our lives; but also, be facilitators for our clients to help navigate AI responsibly.

AI and tech, for brands will be no less than a responsible corporate mandate. Organisations in the future will have to comply with AI regulations and policies; and PR and communications will be advocates of secure and responsible AI, and of organization’s commitment to AI ethics, and policies.

Referencing to Kate Middleton’s photo fiasco which made international headlines. The photo controversy has become much salient in our minds simply because of the events that followed, and then took an unnecessary investigating route. Public trust over the doctored photo was broken, and people globally became sceptical. Wires like AP retracting the photo was a testimony towards how media is looking at ‘manufactured’ content. The takeaway for PR teams is to make very articulated and strategic choices that entailed avoiding her amateur ‘editing’ confession (an absolute PR disaster); ultimately forcing her to reveal her diagnosis to gain back the sympathies lost.

Our clients and brands speak through us, and PR teams will be influential in encouraging AI literacy. While researching for this piece, I came across an AIandyou, an NPO focused on ‘educating marginalised communities’ on AI, its benefits, risks, and the larger opportunity. For communication professionals, one can already envision this is a massive opportunity from an advocacy standpoint. AI has multiple facets and is only expanding. Further, the dialogue on trust and data privacy is complex and pushes for more sustained engagement amongst policy makers, tech majors, and consumers.

One of the core PR principles is authenticity and be a bedrock of Trust. With AI coming in, PR teams need to deeply focus on ethical communications, advocate transparency and communicate about responsibility: Be the Trust agents for brands.

For instance, in future there may be AI applications that may be trained supremely well based on data to simulate scenarios and supporting a good chunk of comms planning. That said, it also presents an opportunity for the existing senior counsels to pivot, and design AI training comms mandates. Responsible AI communications would serve as an area of specialisation, from an advisory and regulatory standpoint – with mandates and roles solely focused on AI and digital literacy, digital campaign development et al.

The other side of the coin is that we must practice what we preach! To be the agents of Trust, PR teams need to adhere to AI ethics with their stakeholders. For starters, agencies and comms must clearly communicate on usage of AI tools, whilst also internally invest in promoting a deeper understanding of AI, and the various ethical considerations for better decision making. AI is only becoming more inclusive with time, and every industry including ours may need AI steering charters/ committees, to collaborate on responsible implementation and impact of AI.

Working for a tech major like Adobe has taught me immensely on the importance of authenticating AI content guidelines. In fact, Adobe founded the Content Authenticity Initiative (CAI) and then cofounded with "Coalition for Content Provenance and Authenticity" (C2PA), that lays out provenance of information displayed on a digital device, say a photo or video. Apart from global majors like Microsoft, PWC, Nikon and more, media organisations like New York Times, BBC, Twitter(X), Washington Post, The Hindu are already part of Adobe’s CAI, championing digital content transparency.

The question is why should us, as comms and PR agencies be behind the race? It is not just about being and communication pro-innovation. We must be leaders in this global technology movement, and indeed play a trailblazing role as Trust agents for AI!