The rapid advancements in artificial intelligence (AI) have significantly influenced the way many industries work, and the Communications and Corporate Affairs function is no exception.
At the PRCA APAC Corporate Affairs Forum in Singapore last week, Prospect’s Director for Asia Amanda Lee hosted a panel discussing just how much AI has, or will impact our work. The event was hosted at The American Club, and attended by over 100 senior participants in Communications, Corporate Affairs and Government Affairs.
The panel included Sassoon Grigorian, Vice President of Government Affairs and Public Policy at Salesforce; Yang Li, Head of Public Affairs, APAC at Booking.com; Wong Hin-Yan, EVP, Strategic Planning, Head of Intelligence and Analytics APAC at Weber Shandwick; and Malminderjit Singh, Chief Operating Officer at Speyside Group. Representing both the agency and in-house perspective, the panel shared their take and ideas on how AI has and will impact their work, training, and recruitment practices.
The panel shared some examples of how AI is influencing their work today. For example, the use of AI in providing personalised travel recommendations to customers, or in customer relationship management (CRM) systems to track policies and monitor relevant issues. AI-powered analytics can provide valuable insights to boards, enabling companies to make informed decisions.
The panel also emphasised the need to differentiate between various forms of AI, such as robotics and machine learning, some of which have been around for years. For now, while AI tools can help to save time on laborious tasks and aid content production, the most exciting capability would be if AI could help to predict future regulatory trends. Here, the panel agreed that while AI can offer valuable analysis, human conversations across a table remain crucial in stakeholder and regulatory engagement.
When asked if AI-related skills are a consideration in recruitment planning for the year ahead, the panel emphasised that while it isn’t currently a priority, the knowledge of and ability to use AI tools would certainly be an advantage. Increasingly, companies must ensure their teams are aware of the baseline tools available and also encourage them to be curious and teach themselves outside of work. Cautioning against complacency, the panel emphasized the need for human validation and fact-checking even while using AI tools. Ethics and integrity are key, particularly in industries dealing with sensitive and confidential information.
The panel then addressed the impact of AI on jobs and recruitment. They acknowledged that AI could automate certain tasks and enhance productivity, but it comes with certain economic and political considerations. Hiring decisions should balance the cost-effectiveness of AI tools versus the need for human expertise. Furthermore, the panel discussed the divide between generalist and specialist roles, with the latter requiring more advanced experience with AI tools and data analysis.
Looking ahead, the panel envisioned a future where AI tools would aid professionals in making their work more efficient. They highlighted the need for project management and engagement tools that can distil vast amounts of information quickly. The panel also acknowledged the potential for AI-generated legislation. In this future, validation skills will remain valuable, ensuring the quality and reliability of AI-generated insights.
AI, while powerful, can be another tool for a Corporate Affairs and Communications professional to be more effective in their work. Understanding AI tools, upskilling, training teams, and recruiting candidates with AI-related skills are steps to stay competitive. While AI offers numerous benefits, human insights, ethics, and the ability to interpret and validate AI-generated data remain indispensable.
