AI adoption is on the rise, and with the technology dominating conversations across industries, we couldn’t resist examining what communications professionals need to keep an eye on in this space.
In this edition of The Goods, we’re exploring how AI technology is impacting the PR and influencer marketing landscapes for better or worse. And don’t think we forgot about the most important topic everyone is talking about – the heated 2024 election season. We’ve got fresh data from the field on Latino voters and their view on reproductive rights. Throughout the coming months, we will share insights on how politicos and advocacy organizations can tap into distinct blocks of voters with the issues they care about like never before.
The Goods is a newsletter for social impact communicators that helps you keep track of the latest updates, trends, industry best practices, and much more. This content is compiled and curated monthly by Jade Floyd, Victoria Dellacava, and Mia Saponara.
AI is Transforming PR
Let’s start with the good news: the PR industry is quickly finding ways to use AI to increase our efficiency. Between March and November of 2023 alone, the number of PR professionals using generative AI more than doubled. Most pros report that they use the tech to complete writing tasks like crafting social copy, press releases, pitches, and more. But PR teams have new opportunities to step up their game by utilizing the technology in other ways.
AI-driven media monitoring tools may offer the greatest potential to industry professionals, allowing them to focus on strategy and communication rather than data collection. These powerful tools can track mentions and analyze trends across platforms, giving insight into audience sentiment, competitor comparisons, and more—all presented in user-friendly, customizable dashboards that can target internal and external stakeholders.
With 89% of PR pros already reporting that AI allows them to more quickly complete projects, adding media monitoring to any AI repertoire offers potential to deliver impactful results even faster. AI is raising the PR bar and has the capability to completely transform the industry.
The State of AI and Influencer Marketing
Influencer marketing is undergoing a major exponential overhaul fueled by AI. And as the AI buzz grows louder, many believe that this is only the beginning of the changes we’ll see. Almost half of the marketers polled are already using both AI tools to enhance influencer-related content and AI-generated influencer content itself. Many state that AI implementation has demonstrably strengthened their campaign results.
However, there’s still room for improvement. Marketing professionals cite concerns about authenticity – think deepfake technology – and 42.8% of participants in the study “expressed high concern about the ethical considerations surrounding the use of AI influencers.”
Overall, the outlook for AI in the influencer marketing space is promising, but addressing these concerns will be key to wider adoption.
More from GSG
Whether we’re using it for media monitoring or influencer marketing, it’s clear that AI is now a part of the PR industry. GSG’s 2024 report uncovers the public’s perceptions, making it clear that Americans are wary of the technology. Watch GSG’s experts Erin Billings and Arielle Confino weigh in on the topic in our new video:
New Data on Hispanic/Latino Voters
And on to the topic du jour, the 2024 presidential election. Unsurprisingly, data shows that Hispanic/Latino voters will play a critical role in this year’s election, with an expected 36.2 million voters casting their ballots – four million more voters than in 2020. Expert researcher and GSG Vice President Rosa Mendoza and her team recently surveyed voters to better understand the diverse community’s attitudes on the biggest political issues of the day, including reproductive health.
A few of the top take-aways include:
- A clear majority of Hispanic/Latino voters find the issue of abortion to be important to their 2024 vote – almost half say it’s very important.
- While most Hispanic voters identify as Catholic or Protestant, the Catholic Church’s opinions on abortion do not impact their political views (70% not important).
- 65% of Hispanic/Latino voters believe abortion should be legal in the U.S. Moreover, abortion bans are far more concerning to Hispanics than the prospects of “unlimited abortions.”
Read the full report, and sign up for the webinar to dive deeper into the findings – join us this Thursday, August 1 to learn more.
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