How will AI change our work in 2024? - Golin

12 PREDICTIONS FROM GOLIN’S GLOBAL EXPERTS
How will AI change
our work in 2024?
Image created with the assistance of AI

AI in 2024: A little less talk.
A lot more action.
FORWARD
Following months of familiarization, PR and marketing practitioners will be
more deliberate this year about implementing tools and new techniques across
their workstreams, and at a far brisker pace, cementing AI’s role as a must-have
technology more transformational than laptops and mobile phones were to our
craft in previous decades.
So, just how will AI change the way we work in 2024 and how can you get ready?
Read on for 12 predictions from Golin’s global digital, media and AI experts:

Social feeds explode as
publishing frequency rises.
In 2024, AI will revolutionize the way brands
approach social media publishing. With
the help of AI, brands are likely to increase
posting frequency across social channels,
especially in organic publishing. The shift is
already underway – in fact, in 2023, 43% of
marketers reported increasing their social
media content output compared to 2022,
and 36% of marketers attributed this increase
to the use of automation tools, including
generative AI (HubSpot’s 2023 Social Media
Marketing Report).
AI will assist in identifying new topics and
creating first drafts for interesting posts,
allowing brands to produce even more
content at a faster pace.
Additionally, AI will help gather and analyze
more data points, enabling the emergence
of new metrics that go beyond generated
impressions. This will allow PR and marketing
professionals to prove the impact of their
work differently, using data-driven insights
to shape and refine their strategies. In 2024,
expect AI to play a major role influencing
how brands post on social, driving
innovation and enabling new ways of
engaging with audiences.
PREDICTION ONE
ALEX BLASSER
SVP, Executive Digital Director – Miami
2024 AI Trends 1/12

AI removes the guesswork
from content optimization.
For years, as marketers we struggle
optimizing content based on subjective
feedback. We hear things like, “Make this pop.
The tone isn’t quite right. Will our customers
think this trend is funny?”
In 2024, AI will transform content
optimization from a time-consuming
guessing game to a data-driven, predictive
engine, enabling marketers to optimize
content based on subconscious consumer
reactions, removing subjective feedback,
and providing marketers with objective
second by second performance data.
In fact, we’ve already created a proprietary
AI-powered solution helping some of our
largest clients analyze, optimize, and predict
the performance of their content – we call it
SocialSense.
PREDICTION TWO
AMIT WADEHRA
EVP, Executive Digital Director – Chicago
2024 AI Trends 2/12

PR plays an outsize
role in training AI.
For years, the stories we’ve told as PR
pros played double duty: they spark media
interest and elicit coverage, and they often
help deliver our messages through organic
search results. In 2024, AIO will be added
to a communicator’s responsibilities –
AI Optimization.
Fact is, LLMs that power the chatbots
increasingly used by journalists for story
research or for delivering quick responses
to consumer questions are trained on
highly cited, authoritative sources like
prominent media outlets, community-
generated media sites like Wikipedia,
and even company-owned properties
like blogs and online newsrooms.
Expect PR pros to be more cognizant of
the sources which influence the large
language models powering popular Gen AI
tools and adapt media strategies to ensure
LLMs are training on up-to-date, factual,
positive information about their companies
and products.
PREDICTION THREE
JEFF BERINGER
Global President, Digital – Dallas
2024 AI Trends 3/12

AI makes tailored media
relations at scale a reality.
In 2024, AI is poised to revolutionize modern
media relations by reshaping key tasks,
including content creation and personalized
communications. AI tools will enable the
production of customized, high-quality
content on a large scale, such as tailored
pitches and press releases. For instance,
an AI system can analyze a journalist’s
interests to draft messages that align with
their specific style and preferences, thereby
increasing the likelihood of coverage.
Moreover, AI will improve media interactions
by more accurately segmenting reporters
based on their interests and preferences
prior to outreach.
AI will be capable of performing monitoring,
reporting, and analysis of journalists’
published works, social media activities,
and audience to identify the most suitable
reporters for specific stories or campaigns.
This targeted approach allows messages
to reach the most receptive and relevant
targets, enhancing their effectiveness.
The key challenge will be balancing AI’s
capabilities with oversight and ensuring that
media relations maintain a genuine human
touch amidst advancements.
PREDICTION FOUR
JACK BARBOUR
SVP, Media Relations – New York
2024 AI Trends 4/12

AI helps us navigate
the critical & complex.
In the landscape of 2024, I envision
marketers and PR professionals harnessing
the power of custom GPTs to expertly
navigate the complex realms of social
inclusion and address critical issues and
crises, particularly concerning race and
disabilities. These advanced language
models will serve as invaluable tools,
adeptly crafting messaging that resonates
with diverse audiences and fosters
genuine connections. Custom GPTs will be
instrumental in providing real-time, tailored
communication strategies during crises,
ensuring swift and empathetic responses.
By leveraging the capabilities of these
models, professionals will not only stay
ahead of evolving conversations but also
proactively contribute to a more inclusive
and socially aware communication
landscape, marking 2024 as a turning
point in the integration of AI for positive
societal impact.
PREDICTION FIVE
TONY O’NEILL
Executive Creative Director – Chicago
2024 AI Trends 5/12

GenAI will nudge social
media to get real.
The power of AI isn’t remotely new in social
media; from third party schedulers to in-
platform reporting and analytics, social
media is governed by machine learning
right down to the algorithms. The explosion
of generative AI more recently has offered
amazing new ways for creative consumers
to visualize their ideas and create social
content (and has led to yet another ‘filter-
fest’ on TikTok) but it has also intensified the
push back to authentic social content, with
consumers becoming savvy to filters and
more inclined to spot fake imagery and
cry disingenuous.
The key for using AI in content and creative?
A less-is-more approach to refine but
not perfect, and polish but not gloss. This
is especially true for influencers, whose
authenticity remains their greatest selling
point with brands and consumers alike.
Where AI can help? Data-crunching and
optimizing to ensure that the creatives
who make social their home can focus their
energies on just that – being creative.
PREDICTION SIX
GARETH DAVIES
Executive Director, Integrated Media – London
2024 AI Trends 6/12
JO BROMILOW
VP, Social Media Strategy Director – London

AI becomes a focal point of
executive thought leadership.
While we won’t see executives using AI
to scribe their social posts anytime soon
(at least we hope not!), every executive is
going to have to take a position on it this
year. Along with being one of the most
popular topical searches on LinkedIn, this
topic is going to be top of mind for every
employee in pretty much every industry.
While this is obvious in some industries like
marketing, advertising or production, where
AI can directly impact the end product, AI
tools will bring efficiencies to any business
that relies on planning, logistics, operations,
manufacturing, or communication… so yeah,
all of them. Employees and stakeholders
will want to know how businesses are
harnessing the potential of AI to improve
their output but avoiding the pitfalls, be it IP,
bias, or misinformation. But more relevant
to the everyday human worker will be
how executives navigate the fears that the
workforce experiences whenever efficiency is
introduced: am I going to be replaced? The
hot topic of the year will be how executives
embrace the benefits of AI but maintain
a commitment to the human beings on
their payroll, whether it’s upskilling them
to work in conjunction with AI, or doubling
down on the necessity of human thinking,
creativity, or oversight in more critical roles
that contribute to business success. Every
executive will be on the hotseat when it
comes to putting forth a perspective on
how they will improve their bottom line with
better output rather than deleting humans
from the payroll.
PREDICTION SEVEN
JIM LIN
EVP, Executive Digital Director – Dallas
2024 AI Trends 7/12

AI becomes the silent
MVP on your community
management team.
Brand communities are not a new concept
- but they are still crucial to a brand’s
success. However, to create lasting loyalty
and authentic brand advocacy, and for
community to be more than just a buzzword,
it takes a lot of passion and work from
community managers - something that is
often overlooked and underestimated. But
with AI, there is finally support for over-
worked community managers! Building and
maintaining communities can be taken to
the next level: By using predictive analytics,
AI anticipates community trends, and
automated content creation ensures that
members receive tailored information and
engagement is maximized based on their
individual interests. Community managers
also benefit from AI-driven moderation: it
identifies and removes inappropriate content,
ensuring a positive and safe community
environment. The list goes on.
Will AI replace community managers? No!
Have many community managers been
eagerly awaiting AI? Yes! Because AI can
help them become even better at their job
and focus on what AI can’t yet do: making
real connections with the community.
PREDICTION EIGHT
SARAH KOEHLER
Head of Digital – Germany
2024 AI Trends 8/12

Planning goes into overdrive,
delivering sharper insights
that fuel stronger creative.
PREDICTION NINE
EVAN CONFIELD
EVP, Executive Planning Director – New York
2024 AI Trends 9/12
Strategy is a constant search for meaning
and truth, in the service of creating change –
whether it’s consumer behavior, in culture,
or a company’s purpose. The role of the
strategist is to master the tools and
processes to investigate past and present
information; find inspiration in truths, and
shed new light on insights that will help
create change. In 2023, AI-powered tools
like Waldo gave us a glimpse of the power
of GenAI. A virtual researcher, Waldo
aggregates information that used to
take hours in seconds, giving us more
time to spend truth-hunting than doing
repetitive tasks. In 2024 the fruits of our
experimentation will come to bare. A recent
4As survey confirmed that agencies are
much further along than their clients in
GenAI experimentation and planning; 43% of
companies are unsure how to best use them.
But every marketer in 2024 will need to keep
up with this rapidly changing space. From the
comms director to the CMO having agency
partners they can lean on and learn from will
be critical and strategy will play a vital role in
learning, unlearning, and relearning the new
skills required to responsibly move our clients
and our agency forward. And, as with every
technological advancement, GenAI will reveal
new challenges. For brands that are fine with
the status quo there will be an abundance of
average work made for average reasons at
below-average cost.
All of us should challenge each other to
deliver work that’s exceptional, showing our
dynamic understanding of human behavior
and cultural meaning. GenAI is a powerful tool
and a gamechanger, but it will always be an
enabler not the solution. Strategic thinking
and human ingenuity combined with GenAI
innovation will lead to positive change.

AI fuels diversity in
conceptual creativity.
AI will prompt greater diversification of the
conceptual creative talent pool. Traditionally,
most conceptual creatives came from art
or copy background with the advantage
of better visual or verbal storytelling
capabilities. Gen AI is creating equity by
equipping everyone with tools to better
express their ideas through images or text.
Expect the competitive growth mindset
among this bigger, diverse and equitable
group of creative thinkers to fuel bolder
ideas in 2024, creating even more change
that matters.
PREDICTION TEN
SHOUVIK PRASANNA MUKHERJEE
Chief Creative Officer, APAC – Singapore
2024 AI Trends 10/12

Applied models for all.
PREDICTION ELEVEN
ZACH TARVIN
Creative Technology Director – Chicago
2023 was defined by everyone who didn’t
already love chatbots learning to love
chatbots. Thanks to OpenAI’s ChatGPT,
Google Bard and Microsoft Copilot, chat
became the one user experience touchpoint
to rule them all, right?
Wrong! While those interfaces were powerful
in helping new users and folks who aren’t
building AI understand what large language
models (LLMs) can do in addressing their
day-to-day needs, curiosity, or just make
conversation, 2024 is the year these models
leave the browser and the chat interface
and start weaving themselves into every
interaction on your device.
And it won’t be just one model, either. From
next-generation smart assistants to new
media capture and autocorrect—transformer-
based models and LLMs are just going to be
another layer of 2024’s operating systems.
Suddenly your devices are more personalized,
more context aware, more powerful than
before thanks to a balance of both LLMs and
smaller, more specialized models running
on-device.
For PR and marketing professionals, this is
going to mean a lot more interaction with
AI—even if there’s not a chat box to type into.
While less splashy than a new chat interface,
the efficiencies here are no different. Look for
content tools to start nudging or generating
alt text for images, for smarter corrections
and tweaks based on internal style guides,
even context-aware recommendations
for workstreams that previously required
collating across several tools like vetting
and influencer management.
The kicker? As these models become more
focused, more context-appropriate, they
also become more secure for enterprise
and professional use. PR pros should have
already been aiming for encrypted, approved
tools that don’t donate client data to model
training, but embedding these brings
additional security that transforms how we
live, create, and work.
That shift not only means more folks using
AI day-to-day, but also using it securely at a
time when companies like OpenAI are rolling
out legal indemnification. While 2024 might
not be the year every company gets cleared
to do more with AI, it’s safe to say that the
tooling to make it possible will continue to
roll out.
You’ve seen the demo of Copilot writing
an email for you, now imagine if Copilot
understood you the way your smartphone
did. 2022 and 2023’s remarkable pace of
progress will look quaint faster than we think.

Behavioral measurement
proves PR’s impact.
In 2024, AI will help practitioners prove
the link between PR campaigns and buyer
behavior. No longer stymied by last-click
KPIs that favor media buying campaigns,
top of funnel awareness marketing will be
proven by linking earned media and change
in customer actions via the purchases
they make.
RIP vanity metrics such as impressions,
AVE and reach!
PREDICTION TWELVE
JONNY BENTWOOD
Global President, Data & Analytics – London

To learn how Golin can assist you on your
AI journey, contact us: AI@golin.com.

How will AI change our work in 2024? - Golin

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How will AI change our work in 2024? - Golin