Reference books: Can AI communicate?
With Generative Artificial Intelligence, the communications industry is facing one of the biggest transformations in its history. In his book, Richard Tigges, author and Director Global Strategic Communications at Audi, shows how the introduction of GenAI in PR and marketing departments can actually succeed – technologically, creatively and strategically. The focus is not on complete automation, but on the targeted interaction between man and machine. From the message library to prompt and format libraries to hyper-personalization, Tigges describes tried-and-tested strategies that can be implemented immediately – with the aim of creating a coherent overall system instead of a flood of individual AI tools.
Among other things, the following questions will be answered: What does a clear roadmap for the introduction of GenAI look like? What distinguishes quick wins from long-term changes? How do you build a central message library that reliably “feeds” AI systems? What does hyper-personalization at “N=1” level mean for addressing journalists, multipliersand end customers? How do you involve the people involved in the change – and how do you maintain data protection and ethics without compromise? Tigges’ answer is clear: the future of communication is hybrid.
The content
- Introduction and roadmap: Needs analysis, quick wins and long-term changes
- The message library: one-voice policy, vectorization of messages and RAG data storage as the basis for AI context
- Prompt and format libraries: standardized workflows for consistent and productive content creation
- Hyper-personalization: tailored communication and the customer’s “digital twin”
- People in change: change processes, error culture, training and dealing with reservations in the team
- Data protection and ethics: GDPR, EU AI Act and the responsible use of GenAI
- Start with a needs analysis – identify areas where GenAI adds the most value and prioritize applications with quick wins.
- Build a message library – collect key statements, figures, data and facts as the “essence of communication” and make them available in an AI-compatible way.
- Develop a prompt library – define formats from press releases to speeches instead of starting from scratch every time.
- Focus on hyper-personalization – tailor content based on interests, writing styles and behavioral patterns.
- Carry out pilot projects – first test the technology in clearly defined areas, collect feedback, then scale up.
- Train the team – impart technical knowledge, ethical guidelines and the confident handling of AI content.
- Create a framework for data protection and ethics – clear guidelines in line with GDPR and EU AI Act
- Implement feedback mechanisms – use feedback systematically and promote an open error culture.
- Labeling AI-generated content – for transparency and trust, possibly legally binding in the future.
- Hybrid thinking – AI takes on repetitive tasks, the team concentrates on strategy and creativity.
Richard Tigges has been Director Global Strategic Communications at Audi for six years. Together with his team, he drives forward data-driven communication and develops forecasting models in the field of predictive communications. As an expert in the use of AI in communications work, he combines years of experience in journalism, PR and smart technologies. He appears at congresses throughout Europe as a speaker and source of inspiration.
