Change is constant. Here at Brandpoint, as PR professionals and as humans, we have the responsibility to keep up with the changing landscape. Personally, transitioning from a PR student to a PR professional within the last year, I’ve been hit by change from all corners. I came to Brandpoint following an education that excluded the use of AI. Not only does Brandpoint encourage the use of AI efficiencies, but we have optimized it specifically to work for our clients, not against them.
Building visibility without losing the human voice.
This latest evolution of AI inspired Brandpoint AI Optimize (SM), a product that increases the likelihood that our clients’ content will appear in front of the right audience in today’s era of zero-click search. Along with the excitement that came with this product innovation, Brandpoint has remained cognizant of the distinct line between human-centered work and AI’s ability to either amplify that work or replace it with dull and inauthentic content.
Curious how Brandpoint AI Optimize (SM) helps content stay discoverable without sacrificing authenticity?
[Learn more about AI Optimize and connect with our team.]
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At Brandpoint we adapt; we do not conform.
I recently came across a LinkedIn post by Joe Goulcher, who expressed his frustrations with the lack of intention companies are showing in their AI implementation. He points out the average consumer’s exhaustion at the oversaturation of AI in PR and marketing, leaving audiences “gasping for craft, entertainment and human connection through creativity.” [See post here]
Goulcher’s point is valid. From a consumer perspective, it is difficult to view the implementation of AI as anything other than a lazy attempt at replacing the work of creative service teams.
However, from an agency perspective, search behavior has shifted. It is imperative that MarComms teams keep up with the behavior of their audiences — which is exactly why AI adoption is necessary. But it is entirely up to the agency on whether they decide to do so with intention.
Brandpoint has chosen to be authentic and work strategically in the new world of AI. Content is crafted by our in-house team of expert writers and editors who have been trained to understand AI crawlability. These efforts help ensure that our clients’ content is getting seen in a world where AI decides what to show.
To explore how visibility, credibility and discoverability are evolving in the age of AI, check out our blog on The Visibility Economy, where we unpack what it takes to stand out without sacrificing craft or authenticity.
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Strategy is still human.
At the heart of Goulcher’s post, he is hoping for two worlds to meet in the middle. The agency world is using AI in any task where it’s trainable, while the consumer world is rejecting anything that feels artificial. Goulcher states that “the gulf between these worlds and expectations will be catastrophic.” As a young PR professional, I find myself directly inside this gulf.
On the one hand, I see the lack of intention in using Gen AI. I feel the exhaustion and confusion as a consumer, wanting authenticity and transparency from brands. I observe the overreliance on AI as a search engine, as a therapist, as a creative assistant. I identify myself and my peers as those who are “vehemently rejecting” the use of AI in the name of sustainability and the desire for human connection.
On the other hand, I see the changing landscape and the need for product innovation. I see that the strategy and passion behind it are more human than ever. I feel the pressure for agencies to aim higher and promise more, never mind the need to carry on and sustain.
Brandpoint stays committed to authenticity.
Goulcher’s LinkedIn post generated over 1,800 reactions and 160+ comments. The discourse ultimately provided great insight into the gulf that divides consumer and brand. While expectations continue to shift on both sides, the goal at Brandpoint is to remain real.
