In this interview, Polly Williams, Managing Director at TishTash Communications, shares her expert insights on the integration of artificial intelligence (AI) in public relations. Williams discusses how AI enhances communication strategies and engagement, the ethical considerations, and the specific AI tools that have revolutionized their approach at TishTash. From social sentiment analysis to influencer management, she delves into the practical applications and future potential of AI in the PR industry.      How does your PR agency leverage artificial intelligence (AI) to enhance communication strategies and engagement with target audiences?In all honesty, there is still a lot of nervousness around AI in the public relations space. And rightly so, especially when talking about ethics, privacy laws, and security. In truth, we have been using AI at TishTash for quite some time but in ways that may be taken for granted in this ever-evolving space. For example, utilising a legacy product like Grammarly, as one of the only AI tools we insist our team use. This is the perfect example of where there is proof of AI based efficiency and accuracy that you cannot yet guarantee with others. It ensures our teams are crafting content that meets standards and acts as a great barometer for quality of work, writing style etc. There are also a slew of new AI social sentiment listening tools now available which provide valuable insight into how our own and competitor brands are being talked about across social media. This allows us to monitor and measure sentiment and provide in depth recommendations around who and what our target audience want to engage with, how they engage and what makes them tick and will hence generate the greatest ROI for our clients. In turn we are able to build strategies that resonate with our target audience and keep our clients on or ahead of the trends, which is essential when building a consumer-focused brand.  Can you provide examples of specific AI tools or technologies that your agency utilises to analyse and interpret data, enabling more informed decision-making in the realm of public relations?Like many agencies, we are cautiously approaching the use of newer AI tools, and we have banned chat GPT for now (but that’s another story). Where we do find AI technologies useful is within our influencer management teams. For example, platforms such as Hypeauditor harness the power of AI and machine-learning algorithms to gather and interpret data across influencer profiles to help identify the best profiles for campaigns across markets. Being able to numerically validate an influencer based on their audience size, geography and previous campaign metrics as well as being able to analyse previous campaign ROI allows for a more finely tuned influencer program. This is extremely valuable given the rise of paid influencer collaborations and the interpretive influencer collaboration rules in the region. Predictive analytics uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes. This is based on historical data. This technology is particularly useful in PR and marketing, where it can forecast customer behaviour and preferences. This means businesses can make informed decisions about their strategies. PR is the perfect industry to invest in predictive analytics. By identifying social trends, consumer attitudes and global circumstances – prior to launching a PR campaign – this could multiply its impact significantly. In what ways does your PR agency incorporate AI-driven insights to tailor messaging and content for diverse audiences, considering the cultural nuances and preferences in the United Arab Emirates?Again, I believe the greatest AI tools are those that allow us to gain insights from real consumers. On an organisational level, we are educating our teams on the true value usage of AI - for administrative efficiency. Social listening and sentiment tools are so advanced now that the level of data and insight you are able to receive is amazing. Being able to understand how a consumer feels about a brand is such an incredible advantage. We have many global clients, who when they first launched in the Middle East had little understanding of how different their target audience was in comparison to their British or American counterparts, in relation to cultural nuances etc. Social listening is a brilliant showcase for identifying and sharing sentiment and allows us as the experts to interpret and craft compelling campaigns that will reach the right audience, with the right message to deliver our objectives. How do you address concerns related to the ethical use of AI in public relations, ensuring transparency and accountability in the deployment of AI technologies for your clients?As mentioned previously, we have banned Chat GPT from TishTash. No press information or content will be written using any tool that auto generates it (yet). Tools that allow you to input, analyse and interpret data will be shared with our clients, so we remain completely transparent. It is also essential at this time that such tools are not used in isolation without human input. I think at present, such tools are best for data gathering and analysis, to streamline workflows and save time, but for TishTash all strategy and planning is done by the humans in the office! What are the primary challenges and ethical concerns regarding the incorporation of AI tools in PR, including aspects such as factual errors, misinformation, data privacy, information security, and potential legal ramifications? How can these concerns be addressed?When Chat GPT launched, like everyone else, we of course tested it out. Essentially it is not nearly as accurate or up to date as it needs to be to ensure effectiveness, and there is no way, without elaborate prompts, that it can understand or utilise true brand tone of voice or replicate that of the writer. The reality is, too many people are using such tools in the belief that it will speed up their to-do list, and make their lives easier. Most importantly, any data or information you input via such platforms become public, and this particular point is one that many overlook, especially junior team members who may not be aware of the ramifications of using such tools. Therefore until proper laws and global best practices are put in place, agencies need to put very clear transparent policies in place that continue to treat client information as completely private and secure.