Artificial intelligence's PR problem
By Lily Gordon
Within this blog, I've written in-depth about the various ways artificial intelligence will shape the public relations industry. One major theme that I haven't discussed yet is AI's own PR problem in the mainstream media. Aside from fairly tech-oriented groups, AI still has a layer of mystery and unknown to it. People can't help but think of The Terminator or Westworld and the scary implications of hypersmart, human-like technology. How can the AI field address this major image issue?
Within this blog, I've written in-depth about the various ways artificial intelligence will shape the public relations industry. One major theme that I haven't discussed yet is AI's own PR problem in the mainstream media. Aside from fairly tech-oriented groups, AI still has a layer of mystery and unknown to it. People can't help but think of The Terminator or Westworld and the scary implications of hypersmart, human-like technology. How can the AI field address this major image issue?
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| Skynet in the movie The Terminator is one example of humans' wariness and fear towards AI. // Photo credit Flickr CC |
Address automation internally
People think with their pocketbooks. It's true with politics and it's true in the broader world. Once someone hears they'll lose their job to a machine, it's tough for them to feel positively about the machine. There's been a lot of noise in mainstream media, be it on the nightly news or in magazines, about automation within the workforce and what is particularly rattling is the fact so many well educated individuals' jobs are being threatened.
Companies that operate in industries facing high rates of automation, which is actually pretty much all companies to some extent, need to communicate the skills that will be in high demand for that particular company in the years to come. PR practitioners can also quell unnecessary fear internally by recommending and then publicizing professional development programs within their company. Such programs are a win-win. Companies keep employees who are already loyal and savvy to the culture and employees keep a job, albeit a slightly different one.
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| One of online learning platform Coursera's largest demographics is reskilling employees within companies. // Photo credit coursera.org |
Land positive depictions of AI in mainstream media
Sure, the TechCrunch and Wired crowds are probably excited and pro-AI. Where realistic depictions of AI need to manifest are in the less tech-oriented world, for example on the late night talk shows or in Netflix Originals series. Westworld has been a fantastically popular and award-winning HBO series, however, it depicts AI in a creepy, unrealistic way. Unfortunately, these types of shows are what ultimately shape the larger zeitgeist. When Sesame Street has a friendly AI-enabled robot neighbor, the PR problem of "killer robots" may begin to subside.
Educate upcoming generations with AI in mind
AI will certainly automate a huge number of existing jobs. It will also empower humans to pursue their own greater potential. Classrooms and thought leaders alike need to highlight how we can use AI to unlock our unique talents and achieve larger goals. The typical workweek will shrink, opening up time to pursue hobbies, spend more time with family and friends, and maybe even solve some of the world's largest humanitarian crises. If taught correctly, rising generations will learn how to make use of AI in order to make the world, and their own lives, better.