THE AI INTERVIEW Communications professionals, he argues, now serve two distinct audiences: humans and AI.
“ Our role is no longer just influencing journalists and stakeholders, but also ensuring organisations are accurately represented and trusted by LLMs,” Billy says.“ I believe AI will become as influential as the internet in business and consumer decision-making, and will be crucial to building a positive reputation.”
A recurring question in the AI debate is whether the technology enhances creative thinking or merely speeds up existing processes. Billy sees genuine potential for the former, pointing to how LLMs can simulate audience reactions:“ With the right data sets, it is possible to stress test thinking, messaging and even campaign ideas with target audience groups, getting feedback as if in a focus group. This can only help us gain insights to inform creativity.”
He is equally clear, however, that AI cannot be allowed to produce generic or derivative work. Grayling actively coaches staff against complacency when using these tools.
“ We are spending a lot of time with our people helping them see AI for what it is: a support system and a tool, but not a substitute,” he reveals.“ Original thinking means being non-obvious, and that means knowing how to steer clear of the typical and the tired.
“ PR agencies have to be both advocates for AI and sceptics of it. Those that successfully blend effective use of AI tools with original, authentic thinking will succeed.”
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