Hearts & Minds: From Reach to Recall: How AI Changes Comms

AI is reshaping our lives. Except, we don’t know how. We think it will lead to job losses; we suppose it will make things easier and quicker; we wonder if it will solve previously intractable problems. But we are not certain. It’s too early to tell, we are climbing Everest and at present we’re hiking at high altitude and acclimatising our bodies to the idea. There are some aspects, though, that we can begin to see clearly.

We marvel at the speed. We can ask anything and back will come a succinct, credible response. Incredible. Yet, we’re only doing what we did before. Then it was Google. It was, still is, second nature, to Google something or someone. What we received was not as comprehensive and we had to scout around ourselves to fill in the gaps. Now, it is all there, pretty much.

The impact, however, has not sunk in. Previously, we were assessing articles that contained context, different viewpoints and a narrative. With AI, they are interpreted for us. So, that quote the CEO said years ago, the one you prefer to forget? It’s here, prominent, minus the background and date. Once, coverage had a shelf-life; not anymore. That means we must treat everything as forever.

We used to regard reach as vital. AI doesn’t. It’s not bothered if it is the FT or WSJ or a trade journal, whatever - provided the source is credible and the content is on point. Those specialist titles, think tank pieces, academic studies you never paid much attention to and discounted? They matter now.

AI treats material differently. We read stories, with a beginning, middle and end. Some bits are more important than others. The machine does not discern. In a results announcement, a CEO makes passing reference to an environmental development, because they feel they must. That line is stored, to be selected and repeated. Too late, we should have taken what was being said more seriously.

Responsible journalists collate and relate. Even then, it is done in a random manner. It’s bound to be – they are human. AI is also aggregator and narrator, but in an infinitely more efficient and clinical manner, despite the hallucinations. Yes, we’ve achieved exposure but those articles will last, to be plundered and respun in ways we cannot imagine. Numbers of hits used to fill our scorecards; the algorithm doesn’t care. Stop thinking publicity; start thinking permanence.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.