Delivered at the ICCO Global PR summit in Helsinki, this presentation introduces the audience to the world of AI and its impact on the PR and wider marketing industry. It considers the encroachments of AI in our personal lives and provides a number of ways to prepare for the future.

1. Business 4.0
How can PR professionals prepare,
evolve and thrive in a new world
dominated by AI?
@katieeking!
#ICCOsummit!
!
Katie King!
!

2. Evolve and
future proof
v Writing book for Kogan
Page Publishers on AI in
Marketing!
v MD of Zoodikers !
v Co-founder of AI in FM!
v TEDx speaker !
v Chairperson of a PRCA
Group!
v Commentator on BBC
TV and radio!
!
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3. Avoid
ex)nc)on….
Yesterday’s
business silos
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4. Today’s Social Business
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5. Tomorrow’s
4th Industrial Revolution
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6. Defini3on of AI
Ar)ficial intelligence (AI - also known
as machine intelligence, MI) is
intelligence exhibited by machines,
rather than humans.
Turing test: machine's ability to exhibit
intelligent behaviour equivalent to, or
indis)nguishable from that of a human

7. AI is here today
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8. 8
Predic3ons

9. Driver-less cars
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10. AI in schools
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11. A futuristic smart
fridge
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With cameras to track the
food inside, it sees that your
milk is running low. Because
it's connected to your credit
card and your preferred online
grocery store, it automa<cally
orders new milk based on data
it's gathered about your
previous shopping habits.

12. Websites that make
themselves
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13. Your future health
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14. For the Football
World Cup in Russia
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15. Chatbots
According to Gartner research, chatbots will account for 85%
of all customer service by 2020. !
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16. 10 real examples
1. Natural Language Generation: Producing text from computer data.
Currently used in customer service & report generation!
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2. Speech Recognition: Transcribe and transform human speech into
format useful for computer applications. !
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3. Virtual Agents: Currently used in customer service and support and as
a smart home manager. !
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4. Machine Learning Platforms: Providing algorithms, APIs etc to design,
train, and deploy models into applications, processes, and other
machines.!
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5. AI-optimized Hardware: Graphics processing units (GPU) and
appliances specifically designed and architected to efficiently run AI-
oriented computational jobs.!
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17. 10 real examples
6. Decision Management: Engines that insert rules and logic into AI
systems and used for initial setup/training and ongoing maintenance and
tuning. !
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7. Deep Learning Platforms: A special type of machine learning
consisting of artificial neural networks used in pattern recognition.!
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8. Biometrics: Enable more natural interactions between humans and
machines..!
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9. Robotic Process Automation: Using scripts and other methods to
automate human action to support efficient business processes. !
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10. Text Analytics and NLP: Natural language processing (NLP) uses and
supports text analytics by facilitating the understanding of sentence
structure and meaning, sentiment, and intent through statistical and
machine learning methods. Currently used in fraud detection and security.!
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18. Deloitte: rewriting the rules of work
Ø Deloitte's latest Human Capital Trends report: many leaders unprepared to
deal with the future of work. !
Ø Not prepared to manage a digitised workforce.!
Ø Just 16% of leaders feel ready to manage a workforce consisting of both
people and artificial intelligence (AI).!
Ø This is despite the implementation of robotics and AI in many of the
businesses surveyed. Of the leaders that responded, 42% said robotics,
cognitive and AI technologies were already in operation in their workplaces.!
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19. AI’s impact on PR
Machine reading and interpretation of unstructured text has
the potential to revolutionise our everyday work in PR !
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v Client emails!
v Client announcements!
v Industry publications and articles!
v Coverage tracking and monitoring!
v Social media management!
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How much more could we accomplish every day with
machines helping to crunch all the text and surfacing only the
most important items for us to read?!
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20. Jobs: + or -?
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AI will eliminate 1.8M
jobs but create 2.3M by
2020, claims Gartner
Ar)ficial intelligence will
augment workers and
become a 'net job
creator' by 2020
according to new
research.

21. 3 possible PR jobs of the future
1. Training, supervising and assis)ng robots
2. Ar)ficial personality designer - different brands may want to be represented
by dis)nct and well-defined personali)es. The effec)ve human-facing AI
designer will, therefore, need to be mindful of subtle differences within AI
to make AI interac)ons enjoyable and produc)ve.
3. Human as a service - As automated systems become beSer at doing most jobs
humans perform today, the jobs that remain monopolised by humans will be
defined by one important characteris)c: the fact that a human is doing them.
Of these jobs, social interac)on is one area where humans may con)nue to
desire specifically the intangible, ins)nc)ve difference that only interac)ons
and friendships with other real humans provide.

22. How can you prepare?
v The right mindset!
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v Clear mid and long term business strategy. Control your own agenda!
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v (Re)training: closing the skills gap. You, your staff, your clients, your family!
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v Talent and culture: what are we in business for?!
v Hire/attract the right people. Data scientists…!
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v Funding: e.g. Innovate UK or Crowdfunding!
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v Partner!
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v Innovate !
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v Be bold and experiment!
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23. 23
Elon Musk

24. 24
Hawking; humans must colonise
another planet within 100 years

25. 25
PR industry role regarding AI and
Ethics

26. 26
To debate over coffee:
are we on the evolutionary path to
becoming cyborgs?

27. ***INNOVATE***
**ENGAGE**
*EVOLVE*
Thank you for your time
@katieeking !
www.zoodikers.com !