AI in public relations has a dedicated chapter in my new Amazon best selling book Making Waves: PR strategies to transform your maritime business published by Rethink Press
For all the benefits of AI for tasks like research and building reputation via AI search – a key message of my book is that humans are needed more than ever.
AI is not sentient, aware of context and does not think. My advice is for companies to have a clear AI policy and see AI as a tool to assist them not surrender to.
From a PR perspective, companies should consider the reputational risks of AI – deep fakes, copyright infringement, inaccurate responses, data sharing, privacy, misinformation and bias.
There is also the issue of the vast energy use and how this could clash with a company’s commitment to sustainability. And specifically in maritime, AI creates cybersecurity threats, seafarer safety issues and challenges over regulation compliance.
These are all issues a PR should be horizon scanning for and advising a maritime company about at c-suite level.
Making Waves is available now on Amazon:
You can also read further AI tips on here.