Head to Head: Will AI become the new junior PR?
In this series, Mumbrella invites the industry’s senior PR professionals to share their opposing views on the industry’s biggest issues. This week, Weber Shandwick’s Brian Keenan goes head to head with CampaignLab’s Ash Plaskett on whether or not artificial intelligence will take over the role of junior PRs.
With the growth in technology and changing pace of PR, will artificial intelligence (AI) soon replace the junior PR role? Weber Shandwick’s vice president of planning, Brian Keenan, says it is not a question of if but when with technology already doing tasks traditionally assigned to a junior PR professional. In contrast CampaignLab’s Ash Plaskett says technology makes completing tasks easier but it will never replace the junior PR role, and if it does, those young professionals should find a role where there potential is recognised.
Yes, argues, Brian Keenan, VP of planning, Weber Shandwick:
It’s not a question of will but when. In fact, the more immediately relevant question is: how many functions of junior PR staff has AI already supplanted? Depending on the agency you ask, the answer can be none or many.
Before diving into detail, a brief pause to say for the purposes of this article I’m combining artificial intelligence with related but entirely different technologies, primarily automation algorithms and services. And by junior I’m referring to those staff members who are in their first years of entering the work force at the most junior levels.
