The Importance of the Human Factor in the Age of AI

By John Houston - Head of Tech at Wildwood Plus.

Speed is undoubtedly a massive advantage of current generative AI (GenAI) tools, but there’s far more to promoting your brand than swiftly generated copy and an AI-powered scheduling solution. When it comes to communications done well, in our opinion there's no substitute for the advantages offered by professional agencies. Particularly in more specialist industries where relationships are vital to get ahead, the benefits of engaging seasoned PR practitioners far surpass DIY AI approaches. 

Unparalleled media relationships 

One of the most significant advantages of partnering with an agency is their established relationships with journalists and media outlets. At Wildwood Plus, we’ve spent three decades cultivating our press connections, ensuring we can effectively pitch stories and secure coverage for our portfolio of fantastic clients. We’ve built our relationships on trust and a deep understanding of what journalists need, something that AI simply cannot replicate. 

According to Muck Rack’s annual State of Journalism report, 70% of journalists now cite PR professionals as being important to their work, highlighting the value of these established relationships. When you work with an agency, you gain access to a network of media contacts who are far more likely to take your stories seriously. This ‘insider access’ ensures your company's message is delivered to the right audience, at the right time, and in the most effective way possible. In contrast, attempting to navigate the continuously shifting media landscape on your own, even with AI assistance, all too often results in missed opportunities and overlooked pitches. 

Industry Expertise and Strategic Connections 

Communications professionals worth their salt will have dedicated their careers to understanding the intricacies of particular sectors. At Wildwood Plus for example, we specialise across a variety of industries including technology, design and the built environment. As such, we have deep knowledge of relevant market trends, key players, and the unique challenges in these spaces. It’s this in-depth knowledge that allows agencies such as ours to craft the right message for their clients, regardless of medium.   

Additionally, when it comes to facilitating beneficial partnerships, you can’t do better than an agency’s network. Hypothetically, say your company sits with the interior design space. At Wildwood Plus, we represent the British Institute of Interior Design (BIID), so would be perfectly placed to introduce your brand to leading industry experts or help foster partnerships with complementary organisations. In addition, we also represent Decorex, a leading international interior design event, so could help you secure a high-profile speaking engagement. While AI may be able to assist in identifying potential partners or events such as the above, it cannot start or nurture the relationships needed to actually bring you value. 

The Human Element: Beyond Automation 

As we’ve mentioned, GenAI is a powerful tool which can help speed and automate tasks across both comms and marketing, but it’s important to remember it is just that, a tool. Crafting compelling stories, understanding human connections and building genuine relationships, these are all areas where communications professionals excel over AI. And people are already noticing the impersonal nature of excessive AI automation. According to PwC, 78% of consumers in the UK now seek more human interaction in their services, emphasising the need for that people-first approach. 

If you’re looking to amplify your brand to the right audience, forging long-lasting relationships and credibility along the way, then get in touch today. We’ll help you reach that next phase of growth to succeed both now and into the future, whatever it holds.