Abstract
While the adoption of AI in marketing and advertisement is being discussed in different ways, the area of PR is still uncovered, or rather the question of using AI is not as obvious. It seems to be narrowed particularly to the media monitoring and summarization of data and to the question of topic creation and to what extent text-based AI systems are capable of writing a press release or official statement. However, it should be pointed out that even to write a press release, or any output for that matter, AI needs to be provided with the right prompts, and here the position of the PR person is indispensable. Only specialist in PR can provide the AI system with all the necessary data, figures and sensitivity levels to be present in the final output. So it may be clear that AI is an exceptional asset in marketing and communications, there may be areas that are still under the question of what AI can or cannot provide.
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