Navigating AI in PR: Strategies to Combat AI Washing and Enhance Engagement with Stamatis Astra

Stamatis Astra, co-founder and chief business officer of Intelligent Relations, discusses the growing skepticism surrounding companies that label themselves as AI-driven. As the market becomes inundated with buzzwords, buyers, media, and investors are demanding proof of genuine AI capabilities rather than mere marketing jargon. Astra emphasizes the importance of honesty in branding, urging companies to highlight their actual use of AI without exaggeration. He outlines the three main aspects of AI in the current landscape: generative AI, enhanced data analysis, and autonomous agents, noting that most applications today fall into the generative category.

Astra advises brands to communicate their AI capabilities transparently, focusing on tangible results rather than vague claims. He suggests that companies should showcase specific examples of how they utilize AI to improve customer interactions and streamline processes. By providing clear, relatable demonstrations of AI in action, brands can cut through the noise and build trust with their audience. Astra believes that while AI can enhance efficiency, it cannot replace the critical thinking and creativity that humans bring to the table.

The conversation also touches on the metrics used to measure the effectiveness of AI in public relations. Astra asserts that traditional metrics such as engagement, churn, and new users remain relevant, as AI serves as a tool to enhance these existing measures. He highlights the importance of user engagement as a key indicator of success, emphasizing that AI should ultimately make life easier for customers and improve their experience.

Looking ahead, Astra predicts significant changes in the cost and accessibility of AI technologies. He foresees a future where creating databases and utilizing AI-driven systems becomes increasingly affordable and efficient. This shift will unlock new opportunities for businesses to leverage AI in innovative ways, ultimately transforming the landscape of public relations and communication.

 

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