CIPR recently carried out research into Artificial Intelligence and its effect on PR and wider business. The result is a look at the potential impact of the technological developments on skills in the industry.

According to the CIPR:

"AI has become a catch all term to describe technology that engages with people or displays human characteristics. It’s unhelpful and is contributing to hype and uncertainty around the topic.

Characterising the impact of tech and AI on PR skills now and in five years
The report found that 12% of a public relations practitioner’s total skills (out of 52 skills) could be complemented or replaced by AI today, with a prediction that this could climb to 38% within five years. Fundamental human traits such as empathy, trust, humour and relationship building can’t be automated.

Technology is impacting practice in other areas of practice including the simplification of tasks; listening and monitoring; and automation. Therefore, another 27% of the practitioner’s skill set benefits from the support of some technology to assist indecision making or deep analysis.

In five years, there may be more assistance from AI tools which will contribute more directly to the application of skills in this category but on balance human intervention is dominant."

To read the full document, click here.