Purposeful Relations: Global CommTech Report 2024

Purposeful Relations: Global CommTech Report 2024

Published at the ICOO Global Summit in Istanbul, the Global CommTech Report 2024 provides important insights into how AI is developing in the PR sector – and what still needs to be done. While many professionals are increasingly using AI tools for content creation, other aspects remain critical: a large proportion work without a clear AI policy, and systematic training is often lacking, which leads to uncertainty. Good policy frameworks and training courses, such as those introduced by companies like Rolls Royce and the EU, could provide a remedy here.

The report highlights that the use of AI is often aimed at increasing efficiency and saving time – but it emphasizes that more is needed: the question of “why”. In a world where technologies such as generative AI are redefining business processes, the perspective of PR professionals is essential to address issues such as ethical questions, algorithmic bias, data privacy and the impact of AI on relationships and corporate culture.

The report’s call is clear: PR professionals must actively participate in the governance of AI and focus on questions of truth, trust and transparency. The opportunities and risks of the technology must not be left to the technology teams alone.

Curious to find out more? The 2024 Global CommTech Report is a must-read for anyone who wants to understand how PR and communications can shape AI in a responsible and forward-looking way.