Artificial Intelligence, or AI, is the world we live in nowadays. We are hearing and seeing more and more about it, and at Point Taken, we don’t believe it’s going anywhere anytime soon. We want to talk about what AI and predictive analysis are, and dive even deeper into how it impacts PR in today’s world.

According to Google, AI technology enables machines to act as humans and simulate human intelligence and problem-solving capabilities. Predictive analytics is a practice that can involve AI, where the use of data can help predict future trends and events. Tableau reminds us of some common forms of AI today, to help remind you of the role it’s already playing in our lives. You may not have even thought about it, but Siri, Alexa and other smart assistants are a perfect example of AI. Others include self-driving cars, search engines like Google, social media monitoring, and more.

When it comes to predictive analytics, CMSWIRE says it answers one main question: “What could happen?”. It uses statistical algorithms and machine learning techniques to identify the probability of future events happening based on past data. Many organizations use this type of technology to anticipate future outcomes and practice risk management, allowing them to make better decisions overall. Predictive analytics may not be as wide-ranging currently as AI. That’s because it’s more specific, and it is expected to grow over time, continuing to be an important factor in AI.

So, how do these two forms of sophisticated technology impact the PR world? According to Entrepreneur, they are defining the new era of PR. At Point Taken, we frequently work with the media and it’s important to use AI and predictive analysis to have good working relationships with reporters and journalists. These relationships allow us to better connect our clients and their missions to media coverage when needed. AI and predictive analytics can help PR companies foresee media trends, local and national, to help better ensure that customers’ content reaches the appropriate audiences at the right time.

Technologies like AI and predictive analytics can help PR companies with something so important in today’s world: caring more about WHO your audience is and WHO your posts are reaching rather than strictly focusing on the numbers. Today, quality is far more important than quantity, and AI can help companies focus on the customers who are going to bring them the most business.

New technology can be overwhelming. Point Taken is constantly staying on top of new trends and technology, not only to be the best PR and marketing firm but also to teach and support our customers. We are here for you! If you just want to have a casual conversation about AI, predictive analytics, and what exactly they are, we can help you better understand. Or if you are ready to take a deeper dive into how these forms of technology can improve your company and business model, we would love to help you with that as well.