How Can Tech Firms Navigate the AI Hype Cycle with Effective Communications?

How Can Tech Firms Navigate the AI Hype Cycle with Effective Communications?

May 2024

by Laveen Prakasan, a Senior Account Manager of Sandpiper based in Singapore. Laveen has extensive experience in developing and implementing effective communications programme for organisations in the technology, consumer and financial services sectors across Asia Pacific.

AI is the hottest emerging technology that has dominated headlines in recent times. Companies have been hauled to court for flouting IP when training Large Language Models (LLMs) with datasets. Security and privacy concerns have been raised around AI and the data that is fed into it. Big investments are being poured into companies in the space, and job demand for AI talent has never been higher. Every day, a radical new application for AI is being touted. Is this merely hype? Or is there some truth behind all of this? How can companies effectively tell their stories, without coming off as wannabes?

The lay of the current AI landscape

Funding levels have never been higher in AI. More than a fifth of all venture funding in February went to AI companies, with $4.7 billion invested in the sector. Is it a bright spot in the funding climate, or to be taken with a pinch of salt?

Jobs in the AI space are hot too. Demand is rising, while simultaneously shrinking for other tech roles. The remuneration for such roles have reached eye-watering levels. However, there is genuine fear of jobs being replaced by AI.

More broadly, there is a level of distrust amongst consumers. With the arrival of ChatGPT comes the inevitable backlash. Content creators are decrying the inhumane, soulless style of AI content and calling it out. For example, a TikTok video posted by a teenage questioning whether AI is a ‘net good for humanity’ attracted 1.2 million view. On LinkedIn, we are seeing the rise of AI-generated commentary and the use of the robot emoji (🤖)in scathing reply to indicate the suspicion of use of AI content.

In this hostile landscape, brands in the emerging technology space need to build trust and educate audiences. The fundamentals of public relations dictate that messaging must come from a place of humility, transparency and authenticity to generate differentiation in the minds of consumers.

Meanwhile, the pace of machine learning technology improvements is proceeding rapidly, and stakeholders may feel overwhelmed with choice. As the industry is in its relative infancy, not all brands will survive the rush to market. Those with a strategic approach to navigate the communications challenges that these emerging technologies will pose, will set themselves up for success. Our view? Often it’s better not to fly too close to the sun with a burst of front page headlines, but instead use a sustained communications campaign to secure a steady trickle of consistent positive brand touchpoints across a variety of trusted information sources.

The way forward is fraught with challenges

Across Asia Pacific, sweeping new legislation has been enacted to keep AI in check. Given the rate at which AI is being fingered as the culprit in lawsuits for copyright infringement, such as The New York Times case against OpenAI, it’s no wonder that regulations are taking shape in this part of the world.

There are genuine fears around data privacy and cybersecurity when it comes to AI. Already, big tech is being scrutinised like never before – look at what’s happening with TikTok in the USA, where it is facing a potential ban.

Just another reason that operators in emerging technologies require a proactive, well thought out communications strategy to position themselves positively in the minds of stakeholders— government, media, clients, investors, staff and the like. Campaigns need to reassure audiences about the valid fears they hold, about privacy, loss of jobs and quality of life.

How to communicate effectively in such a climate?

• Data is key

Just talking up the hype of AI is not enough. Those claims need to be backed up. Empirical research that unearths key insights and hard statistics will help paint clearer pictures and cut through the fluff. Numbers don’t lie. Alongside the data, strongly positioned thought leadership campaigns can help stakeholders make sense of how the numbers and data relate to their goals and objectives.

• Humanise

While it’s easy enough to write about the hype surrounding a facet of technology and playing up its effects, that alone isn’t enough to capture attention. Taking it further, stories about AI can be generated by AI. However, one thing that helps build a vital bridge to the audience psyche and one that even AI cannot replicate, is the human element. Successful technology communications combine human cognition, empathy, sympathy and common sense to help bring stories to life. Machines cannot replicate.

• Embrace the tech

If you can’t beat them, join them. Use AI to augment what you do. Using the technology can help you better understand it. Our 2023 study “AI in Communications-Industry Opportunities and Risks” found that while communications experts worldwide see AI as an opportunity rather than a risk, 85% are also concerned about the potential legal and ethical issues that generative AI technologies may give rise to in the communications industry in the future. This concern is highest in Asia Pacific (65%) and North America (64%) and somewhat lower in Europe (60%) and the Middle East & North Africa (59%).

• Be mindful of ethics, security, privacy and regulation every step of the way

Scrutiny is rife, and fragile public opinion on emerging technologies can be negatively swayed by any hint of concealment, obfuscation or privacy breaches. Ask questions, double check and ensure what you’re doing is the right course of action. Bear the sentiments of the target audience in mind, and ensure that your client is abiding by all regulations and frameworks before publishing anything.

While the landscape of technology industry is crowded, information is conflicting and messages murky, it is definitely possible to carve out a space for your voice. Abide by the afore mentioned four golden rules, and you’ll set yourself up for future success for telling brand spanking new AI stories.

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