Prediction # 5 – AI meets PR

The term AI deserves the “most popular” award of 2017. Not a day went by without the term being used by the media. Record investments and key players, such as Google, Facebook and Microsoft, are securing Montreal and Toronto’s reputation in this area, both in their own way.

Recent developments in AI have contributed to a hyper-personalization of communication between brands and their audiences. This takes place through different technologies, such as machine learning, which allow to assemble and present appropriate messages and multitudes of data analyzed in real time. By combining these technologies that accelerate analytical processes with fine strategies from the communication specialists who operate them, we achieve a winning formula. Brands have the opportunity to respond quicker and with greater sensitivity to the specific and varied needs of their customers and their communities.

In 2018, we predict that marketing communications specialists will increasingly use AI to create personalized and sustainable relationships for their clients.