How to integrate AI into your PR agency, the story so far

Today, we’re chatting with Billy Hamilton-Stent and Jon Lonsdale from Publicis Pro. For anyone who’s forgotten, the business was previously called Octopus Communications, and they sold to Publicis back in 2021. The firm specialises in B2B communications.Jon and Billy got in touch because they’ve been on their own AI journey for Publicis Pro and on the basis that a rising tide lifts all boats, they are keen to share their experiences with their PR agency peers and what better way to do that than on the PRmoment Podcast.Before we start, do check out the programme for our PR Masterclass: Agency Growth Forum. It’s on 12th November 2024, 8:30 am to 5:00 pm GMT. Both face-to-face and virtual tickets are available. The event is held in central London. Face to face tickets are expected to sell put, so if you do want to come along, don’t hang about. Testimonials from previous delegates on the PR Masterclasses microsite. It really is an incredible programme, a great atmosphere and well worth your time if you are an agency leader out there.Also, the the final entry deadline the ESG Awards is 27th of September.Thanks so much to the PRmoment Podcast sponsors the PRCA.3 mins AI exploded into our consciences in 2023, it's been a bit of a process for lots of people: from scared, to discovery, to embrace and disappointment. Billy and Jon talk about their AI journey.“We set about how to build a management system using AI”9 mins Has AI overpromised and underdelivered so far in PR?“It’s quite easy to see what AI’s limitations are quite early on.”“We didn’t go into this thinking our teams were going to be 10 x more productive by the summer.”“We have created a management overlay on a set of large language models.”12 mins Billy talks us through how Publicis Pro’s AI tool Otto does: “It's a tool that allows us to adapt, refine and be more effective as an agency. Its uses are manifold.”“The people in Publicis Pro that use Otto most are the strategy team.”“Train the AI around your clients. We’ve got Otto trained on tone of voice and (client) spokesperson.”Because of the nature of the technology, you have to stop talking about it in the way you might conventional tech…it’s less linear…it’s collaborative.“(AI is) less of a tech race and more a change management race.”30 mins Will AI change the structure of PR firms?31 mins. How has AI impacted PR roles differently at a junior, mid-level or senior level?32 mins How can agencies integrate AI into their workflow?“Pick one or two things you do a lot of and it (AI) can really help. Less is more.”33 mins Did Otto cost a fortune to build?34 mins Is AI going to improve the margins for PR businesses?“Otto has added a percentage point to our profits this year.”“Just think about how inefficient an agency can be.”36 mins How can AI help PR firm's employees collaborate more effectively?“Collaboration is a cultural point in an agency, not a technological one.”37 mins Are the holding companies at an advantage when it comes to AI, in that they have the scale to build stuff?39 mins Will AI ever do creative well?42 mins Do external AI tools still get Jon and Billy excited?