Thought Leadership in the Era of the Fourth Industrial Revolution: Current Perspectives and Future Considerations for Public Relations
The Irish Academy of Public Relations commissioned research from our colleague Dr Lukasz Swiatek at the University of New South Wales. His report, titled: Thought Leadership in the Era of the Fourth Industrial Revolution: Current Perspectives and Future Considerations for Public Relations, has just been published.
The report essentially looks at the impact of AI (here understood as an umbrella term for technologies that can perform tasks normally requiring human intelligence) on thought leadership (defined as knowledge from a trusted, eminent and authoritative source that is actionable and provides valuable solutions for stakeholders.)
The Academy commissioned the report to help practitioners grapple with increasingly consequential technological developments more effectively.
The report quotes Klaus Schwab who noted that: new technologies and approaches are merging the physical, digital, and biological worlds in ways that will fundamentally transform humankind.
It indicates that public relations professionals are increasingly coming to terms with the changes being brought about by digital technologies, but it says; “there is room for more extensive and sophisticated consideration….of the ways in which the developments in the fourth industrial revolution are increasingly impacting thought leadership”.
It includes a recommendation that: as generative AI, in particular, becomes more sophisticated and even more widespread, practitioners will especially need to consider its implications for authentic, verifiable communication…. (and have) options at the ready for dealing with accusations of AI-generated thought leadership (and other) content that is deemed to be inauthentic at best and harmful at worst
You can read the full report here: https: Thought Leadership in the Era of the Fourth Industrial Revolution: Current Perspectives and Future Considerations for Public Relations