As Artificial Intelligence makes inroads into the PR industry, the conversation about how – and whether – to regulate it should focus on the topic of reasoning. AI currently provides users with content on a particular subject that has not been vetted for accuracy, legitimacy or relevance, leaving the user to guess about its sources. By contrast, humans have the capacity to use reasoning when distilling or vetting information received on a topic, particularly if the information seems to contradict common sense.
When humans choose to believe any and all AI-provided information, they forego their own instinct of reasoning. This presents a big problem for PR practitioners when trying to build the public’s trust for their clients.
Building a reliable – and positive – public reputation via strategic communications relies on information that is legitimately curated and reviewed by multiple sources before being communicated publicly. This is mostly a characteristic of traditional media. Not everyone agrees with what any media outlet may report on a given day, but social media is more about a given opinion or viewpoint while traditional media allows – and enables – human reasoning to discern accuracy and relevance. Let’s ensure traditional media continues to be a cornerstone of contemporary reputation management.
Rely on Humans – Not AI – for Reasoning
