FleishmanHillard’s Post

PR creatives are leaning into AI in a big way, according to the latest PRovoke Media Creativity in PR survey (sponsored by our good friends at FleishmanHillard). Respondents to the survey expect a third of their creative work in the coming year to involve some use of AI. You can read all about that and our other insights on the creative side of the profession at the article below.

How are you using AI in your creative work? More than one third of creative work is expected to be supported by AI within the next year, according to findings from the 2024 Creativity in PR study, that I co-author with PRovoke Media and FleishmanHillard UK which examines how generative AI is impacting the creative process. The results reveal that most PR agencies are implementing AI to support the creative process, but concerns remain about education, familiarity and overall industry preparedness. - 60% of PR professionals report using AI for creativity - But 81% admit to feeling unequipped to fully harness Gen AI’s potential to assist with creativity. - This contrasts with the UK government's finding that 68% of businesses overall are using AI and with IAB Europe's research, which shows a whopping 91% of digital advertising businesses are already experimenting with or using AI, with nearly half (49%) predicting significant increases in adoption over the next year. The first findings of the study are out today with more to follow on uses, ethical concerns, knowledge gaps, ideation and what the future holds. https://lnkd.in/eQr9EAYz #CreativityinPR #CreativityandAI #AI

The latest edition of the Creativity in PR study reveals how the rise of generative AI is impacting the creative process.

New Vitamin H | Attention PR pros, I've discussed how PR can get a seat at the data table with Hahn's patent pending earned media ROI analyses. PR can also win by committing to publishing high value, high authority articles at a pace of up to 50 articles per year to 'feed' AI systems. AI relies on well-written, informative articles. Via evergreen content creation, here's how PR can increase generative AI's recognition of your company. #PR #ContentCreation #genAI https://lnkd.in/gP62zx-S

Dive into the nuanced interplay between AI and creativity within marketing.  Discover strategies for harnessing AI's potential while safeguarding authenticity to forge meaningful connections with your audience. Uncover insights on transparency, ethical considerations, and the pivotal role of human creativity in the age of AI.  #AIinMarketing #AuthenticMarketing #CreativityandTechnology #LinkedInInsights

Dove’s response to #GenAI is “on-brand" and "on-strategy.” 👏 Staying true to your brand purpose means some of the hottest tech and tools will not always align. That’s okay. But as the article highlights, "The ethical challenge for most brands is not about whether or not to use AI, but rather how to use AI." Part of your exploratory phase should focus on learning how these advancements can create value with a #ResponsibleAI lens. #Marketing #BrandStrategy #AI

Do we really need to build emotional connections for the Dove campaign for real beauty with LLMs?   Not big data, but small data drove the Big Idea - Dove campaign. Survey said that 98% of women are concerned with their appearance. Track the brand messaging from the 1980s and watch it evolve from a brand focused on brand preference to using this small data point to focus on brand relevance. Today, Dove’s message resonates globally, striking a balance between brand preference (I am guessing moisturizer accounts for less than 20% of media weight) and brand relevance. The brand's message, 'You are more beautiful than you think you are,' has been contemporized in the 2020s to address issues like postpartum depression, love for the ethnicity of your hair, and the influence of social media on young girls. Dove is a prime example of David Aaker's brand work at its best! We are talking about products that cost less than $10. We need LLM or “big” data to tell us we sell more when we lower the price (no shit!), but world-class marketers know what connects to customers because they hear them. Generative AI may get there someday but not yet! (As I wrote this I was fighting the AI engine who was trying to tell me what I was thinking 😀 )

Generative AI, as a tool for creativity, is still in its infancy. Like any new technology, there are risks that need to be considered. Here, AI expert Jaxon Parrot explores six ways to utilize AI to its full potential without losing the crucial component that connects creativity to its audience: human emotion and imagination. https://lnkd.in/gdXKmEkq

Makes perfect sense for Dove to eschew any Photoshopping and AI-altered imagery; their long-running campaign is "Real Beauty" after all. But overall, it's not a matter if if, but how, marketers will (must?) leverage AI. For example, AI can help create multiple headlines or messages for different customer segments, develop transcreations for different languages, change backgrounds images to be more culturally inclusive, etc. There are many ways AI can support diversity, inclusivity, and personalized variations without negating authenticity. Each brand and marketer must consciously and deliberately decide how, when, where, and why they implement AI.

While Dove's choice not to utilize AI in communications showcases a strong commitment to authenticity, it's crucial to recognize the numerous benefits that AI offers. AI has the potential to enrich customer experiences with tailored interactions, streamline content development, and offer profound insights into consumer behavior. These capabilities can boost efficiency and drive innovation, empowering Dove to uphold its authenticity while embracing technology to meet changing market needs. With AI revolutionizing various sectors, is it wise for Dove to overlook these advancements and risk falling behind competitors? Embracing AI strategically can align with your principles and cultivate expansion. #AI #Innovation #CustomerExperience