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Prowly reported in September 2024 that 70% of PR pros across the industry are now using artificial intelligence tools in their daily tasks, with 72% of agencies and 64% of in-house roles driving the implementation of AI. 

As a fourth-year college student quickly approaching graduation, I have accepted that this technology is leaving its impact and influencing the future of the PR industry.

The implications of AI for PR have been discussed repeatedly before. However, they often leave us wondering how we can use this technology outside our daily tasks. 

For those looking for new methods of extending AI beyond daily tasks, here are three ways you should think about using AI to drive your PR strategy.   

1. A/B Testing

Prowly reports that the use of AI tools for research has become increasingly popular with 58% of PR pros using it to accelerate the process. 

When it comes to PR, this is one area where AI shines exceptionally well by generating results faster than traditional A/B testing processes. With AI, you can automate the testing process, track results in real-time, and create test variants based on the scope of your research.

Stock image of AI. Istock photo by ipopba

AI doesn’t change your existing A/B testing process; instead, your process is integrated with an AI tool to receive additional feedback and data. As someone who values human expertise alongside the use of AI, this method of using AI lets expertise thrive.   

There are several AI tools for A/B testing available on the market and choosing the right tool is largely dependent on the needs of your client and the results you are looking for. 

You should follow a series of recommended steps or consider the HubSpot complete A/B testing kit when implementing AI into your A/B testing practices.

2. Audience Segmentation 

AI improves your audience segmentation research process by offering both predictive and sentiment analysis elements to provide valuable insight on your target audience. 

Using AI for audience segmentation provides you with real-time results that help you determine your target audience’s needs and behaviors at an accelerated pace while boosting ROI.

Screenshot image of VWO.

With many great platforms available, choosing the right AI audience segmentation tool doesn’t have to be overly complicated. 

You can even use a chatbot platform like ChatGPT to generate audience segmentation results and data as seen in this HubSpot test. 

3. Brand Perception

While AI analyzes brand sentiment to produce audience segments, it also applies this feature to multiple communication channels to help you measure how your brand is perceived. 

AI conducts sentiment analysis through social media interactions, online reviews of your brand, and news coverage. AI then synthesizes this data and provides valuable feedback, which allows you to determine how the public feels about your brand in real-time.

Screenshot image of Aylien

The data provided by sentiment analysis allows you to monitor trends and look for patterns, which makes it a particularly useful tool for protecting your brand reputation.  

When deciding what sentiment analysis tools with AI functions to use, it’s best to consider the context in which you are measuring brand perception. 

Platforms like Sprout Social are great for social media where platforms like Aylien are great for monitoring brand perception in the news. 

Which one of these AI tactics will you use to make your PR strategy stronger?