The health, beauty and lifestyle industries are not immune to the AI revolution. The evolution of public relations across all sectors is shifting with artificial intelligence (AI) in mind, from media communications to digital marketing and event management. This fast-moving tech is reshaping how brands interact with consumers, analyse data, and create personalised experiences. At Flipside PR we are excited to work with brands in new ways to broaden their horizons.
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How is AI being used in the PR world?
Media Monitoring & Analysis
AI-powered tools are being utilised to scan online content, social media platforms, and news outlets to track brand mentions, sentiment, and emerging trends. This allows for the quick identification of opportunities, emerging trends and public opinion in real-time.
Personalised Pitching
AI algorithms can be used to analyse journalists’ writing styles, interests, and previous coverage to help PR teams craft more targeted and relevant pitches. This increases the likelihood of securing media coverage and building stronger relationships with key influencers.
See how we work with print and digital press here.
Predictive Analytics
By analysing historical data and current trends, AI can predict which PR strategies are likely to be most effective for specific audiences or campaigns. This enables brands to allocate resources more efficiently and maximise PR impact.
What Can’t AI Do?
AI in PR is predominantly useful for analysis and research support. But it can’t replace genuine creativity, original campaign ideas or personal relationships with key influencers and figures across key industries.
AI can’t come up with creative mailers like these.
What about AI in Digital Marketing?
The digital marketing landscape for beauty, health, and lifestyle brands has also been impacted by AI technologies:
Hyper-Personalisation
AI algorithms are capable of analysing consumer behaviour, preferences, and purchase history to deliver personalised product recommendations and marketing messages. This can increase conversion rate.
Learn about how we can support with effective direct-to-consumer e-commerce solutions.
Virtual Try-Ons
AI-powered augmented reality (AR) tools can allow customers to virtually try on makeup, hairstyles, or clothing, providing an immersive and interactive shopping experience. This also has potential to be used for integrative PR campaigns.
Chatbots and Virtual Assistants
AI-driven chatbots are being used to provide customer support, answer generic product queries, and personalised advice.
Considerations
Responsible use of AI in PR and marketing involves ethical considerations and transparency. Both brands and PR agencies will need to prioritise data privacy, by ensuring AI systems they are utilising comply with regulations like GDPR. It’s also important to try to avoid bias in AI algorithms, promoting inclusivity through the technology and prompts created. Companies should strive to remain transparent about AI usage, particularly when it comes to producing commentary about experiences and products, and flagging AI-produced imagery and campaigns. AI should enhance, not replace, human creativity and strategic thinking in PR and marketing campaigns.
We’d love to discuss how we can work together. Contact Flipside PR today here.
