How H/Advisors Maitland Stays Ahead in the Age of AI-Driven Communications

‘AI Is Not a Decision-Maker’ – Insights from H/Advisors Maitland on AI in PR

AI tools are becoming a staple in communications, but they are tools—not replacements for human judgment. Anna Fishlock, head of data and digital at H/Advisors Maitland, emphasizes that AI supports decision-making rather than making decisions itself.

Practical Approach to AI in Communications

For PR professionals, the key is to use AI to enhance efficiency and data analysis while maintaining control over strategic choices. AI can handle tasks like data processing, content generation, and trend analysis, but it lacks the nuanced understanding of context and human insights essential for effective communication.

Fishlock’s perspective reminds us that AI should be viewed as an assistant. It helps surface information and options but leaves the final call to experienced communicators who understand the audience, brand voice, and broader objectives.

Staying Ahead in the AI Era

• Integrate AI tools to automate repetitive tasks, freeing up time for strategic work.
• Invest in upskilling teams on AI capabilities and limitations to use these tools wisely.
• Maintain a human-centered approach to crafting messages that resonate authentically with audiences.
• Use AI-generated insights as a starting point, not the endpoint, of decision-making.

For PR professionals looking to build their skills in AI and digital tools, exploring targeted training can be valuable. Courses on prompt engineering, automation, and AI tools tailored for communications roles are increasingly available.

Consider checking out comprehensive resources like Complete AI Training’s courses for PR and communications to stay current and effective.

Ultimately, success lies in combining AI’s capabilities with human creativity and critical thinking to deliver impactful communication strategies.