How AI will transform communications


Technology is improving and changing our world faster than ever before, and its ever-increasing advancements present a plethora of opportunities for organisations to boost their communications activity.

As society continues its path towards digitisation, the necessity to use smart tools for communication becomes clearer. This will increasingly drive the use of algorithms and Artificial Intelligence (AI).

AI is a broad term for many underlying fields, including natural language processing and image recognition. Although its presence has well been established, AI is set for a rapid growth trajectory.

International management consulting group McKinsey predicts that AI will add $13 trillion to the global economy by 2030.

Despite this, studies in the communication sector have identified a clear lack of knowledge and direction in the field.

The USC 2019 Global Communications Report showed that 86% of communications professionals and students considered themselves “somewhat” or “not at all” knowledgeable on the application of artificial intelligence in communications.

Incorporating AI into communication 

The Marketing AI Institute outlines 11 ways AI can transform communications:

  1. Produce press releases and media reports with natural language generation (NLG).
  2. Implement advanced sentiment analysis on media clippings and social posts/comments.
  3. Automate ability to extract names, places, businesses, events, data, and brands from any document, video or audio file.
  4. Convert speech-to-text. Ideal for press conferences, media interviews, podcast episodes, conference presentations, and internal strategy meetings.
  5. Translate any audio or text files into multiple languages for wider distribution.
  6. Build a knowledge assistant/chatbot for your brand’s newsroom that is designed to cater to media questions and searches to support brand development.
  7. Use AI recommendations to surface relevant news and shape brand perception for consumers in real-time as they visit your site.
  8. Identify influencers who are most likely to reach, engage, and motivate your audiences.
  9. Create custom story angles for journalists based on interests, past coverage, personalities, and trends.
  10. Support your media pitches with predictive data about the popularity/demand for stories.
  11. Use image recognition and facial recognition to integrate smart, interactive elements into event promotions and social media campaigns.

As a founding partner of the The Worldcom Group, we closely monitor these technological advancements. Our internationally renowned Worldcom Confidence Index (WCI) uses a breakthrough approach powered by artificial intelligence (AI), that draws topics and sentiments from online conversations of over 54,000 CEOs and CMOs around the world. Use of AI has allowed us to deliver these valuable insights on a monthly basis.


Keep reading our research report on Worldcom Digital Health Monitor.