With the ongoing advancement of AI technology, virtual assistants such as Siri, Alexa and Cortana are progressively evolving to exhibit greater sophistication and emulate human-like interactions.
The utilisation of AI-powered virtual assistants as spokespeople holds significant implications for the future of brands.
AI-powered virtual assistants have already found their way into our homes and daily lives, providing convenience and information at our fingertips.
Their ability to process vast amounts of data and deliver responses with natural language has led to increased interest in their application in various industries.
Advantages of AI spokespersons
AI-powered PR spokespersons can operate 24/7, delivering consistent messages and information without fatigue.
They can also respond instantaneously, providing real-time engagement with audiences. AI can be programmed to speak multiple languages, enabling broader global reach.
Credibility and trust challenges
While AI may be efficient, credibility and trust become significant concerns when using virtual assistants as spokespeople. Audiences may question the authenticity of AI-generated messages, potentially undermining the credibility of the brand.
Personalisation vs privacy
Personalised interactions are a hallmark of AI virtual assistants. However, tailoring responses to individual users raises privacy concerns.
Striking the right balance between personalised communication and respecting user privacy is crucial for successful AI-powered publicity strategies.
Emotional intelligence and empathy
Effective communication often relies on emotional intelligence and empathy, qualities that are innately human. AI, while improving in natural language processing, still lacks true emotional understanding.
This limitation could hinder its ability to address sensitive or emotionally charged issues.
Crisis management
AI-powered spokespeople could be valuable assets during crises, offering immediate and consistent messaging.
However, without human judgment, AI might struggle to understand the nuances of rapidly evolving situations, potentially exacerbating the crisis.
Hybrid solutions
The future of AI-powered spokespeople may lie in hybrid solutions, combining AI’s efficiency with human oversight and emotional intelligence.
A collaborative approach could ensure effective communication while maintaining authenticity and credibility.
Legal considerations
Using AI spokespeople also raises legal and regulatory questions. Who would be responsible for AI-generated statements, and how would liability be determined in case of misinformation or legal issues?
Addressing these concerns is crucial before widespread adoption.
By Baha Hamadi, Founder & Managing Director at Keel Comms
