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Beyond the Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

On the sand at SPORT BEACH, Anton Vincent, President, Mars Wrigley, North America, talked to the NFL’s Mack Hollins and Damaune Journey, Global Chief Growth Officer, 72andSunny, about treating business like sports, sustainable growth, and the importance of the Black Executive CMO Alliance (BECA).

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By: Rafe Needleman, SVP, Technology Content, Allison+Partners

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Artificial Intelligence will change your job — not in five years, not next year, but now. If you’re not 100% convinced, spend some time experimenting with ChatGPT, the conversational chatbot released into open beta by OpenAI in November 2022. ChatGPT is the first free and easy–to–use chat product based on the groundbreaking GPT 3 Large Language Model (LLM). 

The product is a web-based chat system you can have a real conversation with. It is uncanny how well it constructs text output based on almost any input. It can answer questions, generate what appear to be original ideas and hold a decent conversation on any topic. It can also create plausible technical documentation, such as computer code and macros, and food recipes.  

If you haven’t already tried it, you should. This technology will have a huge impact on communications, marketing and advertising. It will change your job, as much as the introduction of the internet did.   

For many people, ChatGPT provides the first glimpse into what this type of AI will do for us in the future. It is both amazing and terrifying. And the revolution starts today.  

Here’s what to know to get started: 

1. You can use ChatGPT today to improve your productivity.

ChatGPT a great collaborator for generating ideas and outlines. Experiencing writer’s block? Ask ChatGPT to help get you going. Try “Outline an article about…” for starters.  

ChatGPT is also good at getting you up to speed on new topics (Try, “Explain Kubernetes”) and summarizing meetings and complex stories: Type, “Give me the bullet points for this:” and then paste in text from a transcript or story. It can even write Excel macros and more advanced computer code. As part of your existing workflow, ChatGPT can be a great starting point. But keep in mind it can’t (yet) replace all your human skills. Keep reading for why.  

2. ChatGPT lies.

ChatGPT is designed to create text that fits a linguistic model. While it is often useful and accurate, it does frequently make stuff up out of nowhere. In some instances, it gets facts completely wrong (ChatGPT seems to be convinced Russia has sent several bears into space, for example; it hasn’t!). Even if it has the correct information in its enormous corpus of knowledge, that doesn’t mean it understands it, and its output can sound completely plausible while being far off target. It’s also critical to remember ChatGPT was trained in 2021. It knows nothing about the world after that.  

Simply put, you can’t trust ChatGPT for accuracy. Always verify what it gives you. 

3. The field is evolving fast, and you need policies.

If you’re going to use this technology, it’s important to lay out clear guidelines as to how. For example, if you use ChatGPT to write an article for a client, does that need to be disclosed? How about if you use it to prepare social media copy? Let’s say you ask it to write a blog post optimized for a particular audience or SEO. Or maybe you just use it to get an article outline started. Is that something you need to tell stakeholders? 

Communications companies have already caught flack for using generative AI to create content. Publications like CNET have used ChatGPT to write articles for months, The Associated Press has incorporated some kind of AI since 2015, and even The Washington Post employed it to help write for the 2020 Presidential Election. They are all still working out how to use it and how they should publicly disclose its use for written articles.  

You must work out how you incorporate the technology into your day-to-day work in a responsible way.  Make it clear how your teams should and shouldn’t use the tool, knowing its limitations and pitfalls. And make sure you communicate this to partners and customers.  

4. Meet the “AI Native”

The capability of AI to generate original and useful creative work at scale will prove to be one of the foundational technologies of the 21st century. It will change how we live, work, learn and even think. The children born into this world will be “AI natives” and will understand the world of ideas in a different way from their parents. We can hope this technology will mostly be used to advance the way we learn and think, just as calculators changed our relationship with math. But we simply do not know yet how the developing brain will react to this type of machine intelligence. 

One thing we do need to look out for, though, is a growing digital divide exacerbated by this technology. AI is not cheap to create or run, and some populations may just not have access to it, potentially putting them at an economic disadvantage. It will be a global challenge to create a responsible framework for the distribution of this tech. 

5. Generative AI will impact your job, but it won’t kill it.

The software’s ability to create useful customized content is staggering and fundamental. It will certainly change how you work, as well as the nature of creative work at all levels and in every industry, worldwide.   

However, no matter how useful (or damaging) this technology becomes, AI will always lack imagination, vision and compassion. Adapting to this new technology will not be easy, it is still only a tool, and we can use it to reinforce our best, most human qualities. It will still need you – your humanity, your personality, your perspective and your soul.   

Be ready to change, adapt and embrace this new technology as another tool in your box of tricks. 

Those who ignore the power of AI in communications will fall behind a skills curve. It’s something we’ve already embraced at A+P as one of the many tools we use. And we help clients navigate how to make the most out of this amazing technology. Keep following this blog and our social media feeds on LinkedIn, Twitter, and Facebook as we continue our series on the power of AI.

Disclosure: This story was written by a human.

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By: Aaron Kwittken, Co-Founder and CEO, PRophet

Originally Published in The Drum

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When I launched PRophet in late 2020 I left behind both the ’comforts’ of agency life and the agency I founded. Fast-forward to 2023 and the road less traveled is now a digital super-highway destined to transform the PR industry as we know it, primarily using AI-driven technologies and techniques designed to make modern communicators more productive.

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By: Adrienne Adair, SVP, Creative, 
MMI Agency

Originally Released in 
MediaPost

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Creating content at a pace that continues to grow in response to consumers’ appetites can feel daunting. That each creative asset further needs to grab the audience’s attention in the first three seconds, and bears the responsibility of resonating with that consumer and garnering a like, click or sale, only adds to the challenge. 

Continually optimizing performance is the key to a successful and diverse content strategy, and that requires a carefully orchestrated flights of assets to launch, test and learn to immediately develop the next round. The cadence of those assets must be constant and unwavering: assets that vary by message and by imagery. Static assets. Animated assets. Influencer’s assets. Now, multiply those assets by the number of unique audiences.

Given these challenges, how do we preserve the ability to curate original work without blowing the budget in the time it takes to produce it? AI can put invaluable time back in the hands of creatives by using features that allow designers to crowd-share a project in real time to finish a layout in far less time than had been possible.

Originally released on

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Beth Sidhu
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202-423-4414

New Partnership Gives Harris Poll Clients Access to PRophet’s AI-Driven PR Software to Inform Survey Design and Maximize Press Coverage of Research Results

NEW YORK – June 15, 2022 – PRophet, the first-ever AI-driven PR pitch platform built by and for PR professionals that predicts media interest and sentiment, today announced a partnership with leading global market research and consulting firm, The Harris Poll, that will maximize results for Harris clients and provide access to PRophet’s innovative platform. Both firms sit within Stagwell (NASDAQ: STGW), the challenger network built to transform marketing.

Through this partnership, Harris Poll clients will receive access to the innovative PRophet software platform to test the “mediability” of their research before conducting survey field work, to confirm the data they seek will in fact be of interest to journalists. Upon survey completion, Harris clients can then use PRophet’s machine learning and natural language processing technology to test the news angle of their poll to identify the journalists most likely to cover their story and predict how positively they’d write about the results.

“For nearly two years, PRophet’s focus has remained exclusively on improving the earned media performance of PR professionals. We do this by making teams smarter and more performative, slashing countless hours that brands and agency teams spend on mindless tasks such as media list building and patchwork PR pitch guessing games,” said Aaron Kwittken, founder and CEO, PRophet. “We are thrilled to now bring our predictive technology to support the construction and execution of the critical research completed by those same brands and agencies in conjunction with the highly acclaimed, global research leader, The Harris Poll.”

Clients of The Harris Poll will receive and maintain access to the PRophet platform through completion of the marketing efforts around the poll’s results.  Clients will then have the option to extend their access to the platform via PRophet’s monthly pay-as-you-go subscription or through an enterprise subscription available to brands and agencies.

“PRophet is a first-class PR performance platform that will help our clients optimize the design of their thought leadership surveys and improve internal media strategies that lead to even greater performance of their PR campaigns,” said Erica Parker, Managing Director of the Media Communications Research Practice at The Harris Poll. “Journalist interest will always be an essential part of every thought leadership project, as it bridges the critical gap between content owner and visibility among critical stakeholders, including the public. Our partnership with PRophet will lead to even more compelling surveys for our clients while helping them perfect their media outreach.”

PRophet is part of the Stagwell Marketing Cloud, a suite of technology products that support in-house marketing transformation for modern businesses. To learn more about PRophet, please visit www.prprophet.ai or email sales@prprophet.ai to schedule a demo. Learn how Harris’ Media Communications Research Practice can help you own and tell your story in our constantly evolving media landscape at theharrispoll.com/solutions/harris-custom-research. For more information on the Stagwell Marketing Cloud, reach out to hello@stagwellglobal.com.

About PRophet

PRophet is the first-ever A.I.-driven data-as-a-service (DaaS) platform designed by and for the PR community. The platform helps earned media professionals use data to land more media placements by analyzing past stories to predict future media interest and sentiment using natural language processing and machine learning. Founded by PR and marketing industry thought leader and entrepreneur Aaron Kwittken, and launched in 2020, PRophet is part the Stagwell Marketing Cloud. It’s available to agencies, brands and individuals through an enterprise license or a monthly pay-as-you-go plan. To learn more, visit prprophet.ai.

About The Harris Poll

The Harris Poll is one of the longest-running surveys in the U.S., tracking public opinion, motivations, and social sentiment since 1963. The Media Communications Research Practice supports the full scope of clients’ data-driven communications strategy, including paid, earned, social and owned media. Whether the goal is to own and tell their own story through thought leadership research, to measure what the public thinks or knows through public opinion polling, or to influence the policy and legislative agenda by taking a public affairs lens, our consultants guide the research and analysis process, from discovering a unique space a client can own through supporting the full range of outreach activities.

About Stagwell Inc.
Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 12,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

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