In the vast majority of cases, we humans are happy to receive the right information at the right time. Whether it’s “Alexa, what time is it?” or “Where can I find the cancellation form?”, we don’t need a human for questions like these. Good chatbots have long been able to do this and are perfectly suited to providing this support.
The potential applications of artificial intelligence are diverse and its benefits enormous. Its proponents find it useful to indispensable, praise its advantages for personalized and fast data analysis, while others find it scary. This may also be due to the term “intelligence”. People associate it with a terribly clever technology, possibly smarter than themselves, and it sounds so human. One thinks of Stanley Kubrick’s HAL 9000, which, shortly before shutting down, asks the legendary question: “Dr. Chandler, will I dream?”. He answers truthfully, “I don’t know”. But enough of the goosebumps.
WHAT IS ARTIFICIAL INTELLIGENCE?
A bit of theory to define the term: Artificial intelligence refers to computer programs that are able to learn things that humans are already good at, but don’t always want to do or don’t want to do in the required quantity. The program obtains the required information from a wealth of data from artificial neural networks. From this wealth of data, the results achieved become increasingly accurate.
FIELDS OF APPLICATION IN INTERNAL COMMUNICATION
But what can it actually help with?
- For example, when creating content. Editorial content can be created automatically based on information from databases. This is already being used in sports newsrooms. NLP systems create smaller articles from existing sports results, which can even be adapted to the readership in terms of tone (more factual, more emotional). The same is also possible, for example, for the daily presentation of company key figures on the intranet.
- For routine activities, such as clipping evaluations, AI can make work much easier. It supports the segmentation of target groups or employees in order to play out suitable content. Search functions, speech recognition and keywording are also easier to use, e.g. when using chatbots for onboarding.
- In the personalization of content. One example of this is an AI-based, personalized internal newsfeed from Siemens called “Coffee Mug”. It was rightly awarded the PR Prize of the Year 2019. The company offers its employees personalized information from the many different Siemens platforms with their daily cup of coffee. Reading habits and preferences are taken into account and employees can determine the length themselves. The “Ristretto” offers a five-minute overview, the “Lungo” requires about ten minutes of reading time and those who like it in detail can order an “Americano” for a 15-minute overview.
Some of the potential applications have therefore already arrived in communication departments. According to a study by newsaktuell1, these are currently mainly in the areas of monitoring and analysis. Unsurprisingly, media monitoring takes first place with 45%, followed by keywording of content with 31% and success analysis and evaluation of communication measures with 40%. This is followed by image recognition, topic and trend research and competition analysis.
THE NEW KI EMPLOYEE
Whenever things are automated, the person who previously performed the task no longer has to do it. In the case of AI in internal communication, however, this is an advantage. The focus is on relieving employees of routine tasks, freeing up more time for creative work. This is not only good news for the interns.
Source: https://www.newsaktuell.de/blog/einsatz-von-ki-in-der-pr-kollege-ki-kollege-mensch/