As the modern world continues to develop, the use of Artificial Intelligence (AI) is becoming more frequent, increasingly being integrated into our daily lives.  

It could be making its next big step into the marketing and communications industry, transforming the way thousands of agencies, including Liquid, deliver campaigns every day. 

In May, our Brisbane-based Account Director Ashleigh Cox and Account Executive Bella Stephan attended a Public Relations and Communications Association (PRCA) webinar, focusing on the current trends and future predictions regarding the evolution of AI in the Asia-Pacific region. 

The session included a live demonstration of Gimmefy, an intriguing AI tool that can produce varied types of content creation. Here’s all you need to know about this interesting and potentially ground-breaking development for our industry! 

Understanding AI and the Gimmefy project

Gimmefy was introduced by co-founder Shaiu Wasu to kick off the event, explaining its purpose to creating marketing magic. The AI showcased its effectiveness to the live audience in a demonstration, creating a press release with tailored messaging and issuing marketing campaign concepts. 

The platform also showed it possesses the ability to customise outputs based on briefs, brand guidelines and competitive landscapes to suit what each client demands. Users can generate multiple versions of content using AI to make any amendments in a quick turnaround, which can be very beneficial in the hectic nature of the PR world!  

Ashleigh and Bella found the demonstration particularly informative, and it presented them with the opportunity to use the system afterwards. When using the AI tool to see what it could produce, they found it a lot more advanced and helpful than systems like ChatGPT but suggested that it does need human input in its early stages. 

The wider team at Liquid is immensely interested and excited to get hands-on with this technology based on their experiences, with the early signs of this product providing optimism towards enhancing our marketing and communications work for the better. 

The benefits and challenges of AI integration

The AI tool is efficient in handling repetitive and time-consuming tasks, such as the initial drafts of press releases, allowing for more time to focus on refining and adding a human touch when making amendments.  

This also means there can be an increased focus on areas such as strategic planning, creative thinking and relationship building for our integrated team members. 

AI can also analyse vast amounts of data to provide insights on the best times for pitching out stories, the most effective formats and the latest trends that can help improve our pitching on a consistent and long-term basis. 

Moreover, the AI system can help personalise press releases by analysing the preferences of certain media contacts and lists. Restructuring these types of messages is sure to resonate and maintain key relationships with the media, enhancing the number of client coverage 

While AI struggles with the authenticity of human-centred stories, it has the potential to be a valuable tool for brainstorming and generating ideas for a campaign. AI-generated images can bring concepts to life quickly and inspire further creative development from their original drafts, saving valuable time in delivering an effective campaign. 

However, AI, in its current state, does produce content that may lack the nuanced touch and authenticity that experienced PR professionals bring to the table. The human element in crafting compelling stories and building personal relationships with media is irreplaceable and remains critical for driving successful coverage. 

Audience opinion on the introduction of AI

The introduction of AI is always certain to cause a divide among potential consumers from different generations. From the event, 79% of participants believed the AI tool would be beneficial for the PR profession, but there was expressed caution, with some indicating a need for thorough training and gradual adoption within their teams. 

In terms of job impact, opinions were divided over whether AI would replace certain jobs, with 45% agreeing, 28% unsure and 28% disagreeing. 

Our thoughts on the AI development

Liquid values AI as a complementary tool that can assist our team rather than replace us. 

We must accept that AI is not going anywhere and is here to stay, so we must embrace its introduction in order to stay ahead of the curve and become experts in navigating the rapidly evolving landscape in which we find ourselves.

With plans set in place to make AI systems the next big thing in the Asia-Pacific marketing and communication industry, time will tell whether it can have the desired impact and move its way over to European-based agencies. 

Curious to learn more about how AI can benefit your business? As a forward-thinking Birmingham PR agency, we’re always testing new technologies and can help you get the most out of AI in your branding and marketing. Get in touch for an informal chat today.