Influencing the knowledge base: Why your next media pitch might be to train AI
Your media pitch has a new audience: artificial intelligence. As AI chatbots use publications’ archives as training data, the goal of media relations is evolving. It’s no longer just about achieving coverage but also embedding your expertise into the very knowledge base that will answer your customers’ future questions. We’ve all heard by now how […]
Navigating the promise and peril of AI-generated podcasts
AI can now turn a whitepaper into a podcast voiced by your CEO. But should it? We explore how B2B brands can innovate using synthetic media without losing the trust that underpins their reputation. At SE10, we had a moment recently that felt like a glimpse into the future. We fed a blog post into […]
What a fake model in Vogue can teach a real B2B marketer
The uproar over an AI-generated model in a Guess ad is about more than beauty standards. It was a visceral reaction to perceived deception and the replacement of human creativity with synthetic imagery, eroding the trust between a brand and its audience. For industrial businesses, it provides a timely lesson in balancing the powerful efficiency […]
Google AI Mode is here – What industrial marketing and comms leads need to know
With the roll-out of Google’s AI Mode, the way users search for information is changing fast. For industrial B2B marketing and communications leaders, the shift towards ‘zero-click’ results demands a new approach to visibility, authority, and trust. Just over a year since Google introduced AI Overviews – the AI-powered summaries that appear at the top […]
From AI agents to GEO: Reflections from the PR Moment AI Masterclass
The conversation around artificial intelligence is hard to ignore. For marketing and communications leaders in the industrial and manufacturing sectors, the key question isn’t if AI will change things, but how – and what to do about it. One of our commitments to our clients at SE10 is to provide strategic counsel that cuts through […]
The value of human-powered PR in the AI age
As AI increasingly shapes the communications landscape, we believe that human insight, strategic thinking, and journalistic integrity remain absolutely essential in industrial B2B PR. Two and a half years since ChatGPT burst onto the scene, many other artificial intelligence (AI) tools have now become commonplace in both business and society. At SE10, we’re embracing AI […]
The human touch remains PR’s best resource
Why generative AI will not be able to fully replace what a good PR professional can offer. In the fourth and final part in SE10’s series of blog posts on the impact of generative AI in Public Relations, SE10 explains that, though technology and artificial intelligence will inevitably continue to develop, it can never replicate […]
Fad or future: The pros and cons of generative AI
In the third in SE10’s series of blog posts on the impact of generative AI in Public Relations, the team examines the future possibilities of the marriage between genAI and PR and what it may mean for the industry, highlighting both anticipated drawbacks and benefits. Generative AI has made content creation easy for everyone but […]
Considering an audience: How clients embrace AI to increase engagement
In the second in SE10’s series of blog posts on the impact of generative AI in Public Relations, SE10’s experienced PR professionals highlight how the technology has entered the conversation with clients, how some clients have been encouraging its usage, and typical requests and responses. We have already seen some of our clients keen to […]
SE10 responds to the impact of generative AI in public relations
The ever-changing world of public relations has quickly had to acknowledge the increasing presence of generative artificial intelligence within the industry, with the technology able to influence content creation, research, and audience engagement. Generative AI refers to deep-learning digital models that can almost instantly generate high-quality text, images, and other content based on data and various algorithms, […]