Profile is a fast-growing communications agency, which specialises in building the profiles of individuals. As part of our commitment to client service and transparency, we are today publishing an overview of how we use AI within our company.
We hope that more PR and communications agencies will publish this same information, with a view to giving clients more transparency on how AI is used across the industry. We think that this is important for industry trust.
We believe that AI is a force for good in the PR industry. It is already having a positive impact on the sector, making creative agencies more efficient, effective, and creative.
At Profile, we believe that AI should be positively embraced. AI can take repeatable tasks out of the hands of industry professionals, so that they can focus more of their energies on activities where human input, creativity, and intelligence is truly required.
But, there is a risk that the use of AI ends up short-changing clients and team members. There is a danger that agencies end up outsourcing all their written and creative work to AI to drive up profits, with little-to-no professional oversight from humans and without informing clients.
This would be destructive to the industry and the trust in which clients hold their creative and communications agencies. With that in mind, we have decided to take the proactive decision to publish how we use AI as an agency.
AI is developing rapidly, and what is considered impossible today might be standard practice tomorrow.
As a result, before laying out how we use AI right now, we have identified a number of core principles that will dictate our use of AI as an agency – both now and in the future.
AI should be actively embraced. As an agency, we believe that AI is a force for good in the industry – and we will always try to find new ways to integrate AI into our work to deliver better, stronger, and quicker results for clients.
AI should play a supporting role – not a leading one. As an agency, we believe that all PR activity should be carried out under the direction of a human professional. PR and content creation activity should never be abdicated to AI, without human oversight and guidance.
AI should be integrated incrementally – and its impact measured. As an agency, we believe that AI tools should be integrated in a gradual, measured, and conscious fashion. This will give us the opportunity to evaluate the impact of AI on the quality of outputs. AI should only be integrated where it leads to an actual positive improvement in results, and not just for the sake of it.
AI use should be disclosed to clients. Most importantly: as an agency, we believe that whenever we use AI, this should be proactively and transparently disclosed to clients.
With those principles in mind, we have outlined below how we currently use AI, and how we might expect that to change over the coming 12 months.
Strategy and positioning. Strategic communications plans are developed manually by our team, without the support of AI. We are not seeking to integrate AI into this element of our work.
Client communication. Client updates, including emails, are written manually by our team, without the support of AI. We are not seeking to integrate AI into this element of our work.
Media monitoring. Media monitoring is carried out with the assistance of technology: automated alerts are manually evaluated by team members. We are investigating whether our PR team can better integrate AI tools into media trend analysis, enabling us to pinpoint emerging topical trends that are relevant to our clients earlier in the media cycle.
Press releases. Press releases are written manually by our team, without the support of AI. We are investigating whether our PR team can integrate AI tools into our writing process to speed up drafting and improve quality. Any changes to our writing process will be incremental, and we will test any impact on results and quality. All AI text will be evaluated manually by our PR professionals for accuracy and quality. Press release writing will always be led by the PR professional, with AI only playing a supportive role. If AI tools have been used, we will proactively disclose that to clients.
Press angle generation. Press angles are developed manually by the team, without the support of AI. We are investigating whether the PR team can better integrate AI tools into the press angle brainstorming process to increase the diversity and range of ideas. Any AI press angles will be evaluated manually by a team member for accuracy and quality.
Blog posts and op-ed. Blog posts and op-eds are written manually by the team, without the support of AI. We are investigating whether our PR team can better integrate AI tools into our writing process to speed up drafting and improve quality. Any changes to our writing process will be incremental, and we will test any impact on results and quality. All AI text will be evaluated manually by our PR professionals for accuracy and quality. Blog post and op-ed writing will always be led by the PR professional, with AI only playing a supportive role. If AI tools have been used, we will proactively disclose that to clients.
Press quotes and media enquiries. Press quotes and replies to media questions are written manually by the team, without the support of AI. We are not seeking to integrate AI into this element of our work.
Journalist pitching and media engagement. Journalist pitches and emails to the media are written manually by the team, without the support of AI. We are not seeking to integrate AI into this element of our work.
Photography. Photography is shot and edited by the team, occasionally with the support of AI tools. The multimedia team occasionally uses AI tools to assist with post-production editing, such as grain reduction, colour grading, and resolution enhancement. Any AI editing is evaluated manually by a team member for accuracy and quality.
Video production. Videos are shot and edited manually by the team, without the support of AI. Transcripts of videos are generated automatically by AI and corrected manually by the team. We are investigating whether the multimedia team can better integrate AI tools into post-production video editing. Any changes to our video editing process will be incremental, and we will test any impact on results and quality. All AI post-production editing will be evaluated manually by our multimedia professionals for accuracy and quality. Video editing will always be led by the multimedia professional, with AI only playing a supportive role. If AI tools have been used, we will proactively disclose that to clients.
Podcast production. Podcasts are recorded and edited manually by the team, without the support of AI. Transcripts of podcasts are generated automatically by AI and corrected manually by the team. We are investigating whether the multimedia team can better integrate AI tools into post-production podcast editing. Any changes to our podcast editing process will be incremental, and we will test any impact on results and quality. All AI post-production editing will be evaluated manually by our multimedia professionals for accuracy and quality. Video editing will always be led by the multimedia professional, with AI only playing a supportive role. If AI tools have been used, we will proactively disclose that to clients.
Social media graphics. Social media graphics are produced and edited manually, without the support of AI. We are not seeking to integrate AI into this element of our work.
Social media posts. Social media posts are written manually by the team, without the support of AI tools. These posts are scheduled by AI-powered software that determines the best time to post content. We are investigating whether the social media team can better integrate AI tools into brainstorming and social media writing processes. Any changes to our social media writing processes will be incremental, and we will test any impact on results and quality. All AI writing will be evaluated manually by our social media professionals for accuracy and quality. Social media drafting will always be led by the social media professional, with AI only playing a supportive role. If AI tools have been used, we will proactively disclose that to clients.
SEO articles. SEO content is largely written by AI. All this content is evaluated manually by a team member for accuracy and quality.
If you would like to discuss any element of this AI Disclaimer with the team, contact hello@welcometoprofile.com.