The study combines media intelligence with shopper insights from YouGov to identify relevant developments for FMCG brands early and translate them into actionable opportunities.
The new subsidiary is headquartered in Verona. Mauro Stoico will serve as Managing Director Italy. International clients of pressrelations will particularly benefit from the expansion.
The rapid development in the field of Artificial Intelligence (AI) has led to fundamental changes in many industries in recent years. The use of AI is not a new topic for us as media intelligence pioneers but has been an integral part of our activities under the keywords of PR automation, big data, and CommTech for years. pressrelations has been working with automated methods such as information extraction and text classification for over a decade. This includes especially (Named) Entity Recognition, topic classification, topic modeling, and sentiment detection.
The application of generative AI in companies greatly accelerates digital transformation. Potentials are significantly increased since not only classification tasks can be taken over based on large amounts of data, but new content can also be generated. Particularly, PR, communication, and marketing are revolutionized by the introduction and application of Custom Generative Pre-trained Transformers (GPTs). This technology makes it possible to develop AI solutions for specific needs.
At pressrelations, we harness the transformative power of artificial intelligence and strategically use generative AI technologies to increase the efficiency of our production systems and offer our customers tailored media intelligence solutions. Our AI strategy focuses on continuously evaluating and leveraging the latest developments in generative AI for our application possibilities. This way, we create more efficiency in all phases of the communication cycle – planning, production, publication, and evaluation of communication content.
Integration of Generative AI into our Systems
The integration of generative AI into our production processes is carried out after a thorough internal testing procedure – always with the inclusion of legal evaluation and advice.
When selecting AI technologies that are relevant for our systems, we pay attention to inherent possibilities for guaranteeing data security, a high-performing functionality, and applicable procedures for risk assessment.
Before implementing AI technologies, they undergo various test cycles in product development and user areas.
Our development team focuses on analyzing and evaluating technical stability, while our analysts assess the quality of the results.
Additionally, we examine and use all possible ways of integration, such as interfaces into our systems. These approaches ensure that only the most reliable AI functions make their way into our applications and thus to the customers and users of our systems. Such an approach allows us to constantly improve the quality and relevance of our services while ensuring the integrity and reliability of our data.
Providing Real-time Data for PR and Marketing
Our customers, communication experts in the PR and marketing field, need robust real-time data to make informed decisions and develop strategies. By using advanced algorithms for topic modeling and retrieval-augmented generation (RAG), we can efficiently process complex data sets to offer our customers meaningful and actionable information. Translations are possible on the fly through the integration of the DeepL translation tool.
Augmented Workflows and Trends in Media Intelligence
The future of digital communication lies in intelligent automation and augmented workflows to support the entire process from planning to evaluation of communication. In the core areas Plan, Produce, Publish, and Prove, our AI technology enables seamless integration from AI-supported content creation (text creation and modification for posts, abstracts, press releases, and newsletter content) to automated data analysis in the preliminary stage of report creation.
Our Responsibility
pressrelations as a company, including all employees, takes the responsibility for the use of artificial intelligence very seriously. Our internal guidelines are based on the regulations of the GDPR and the EU AI Act, which came into force on August 1, 2024.
We are aware of the risks associated with using AI systems. Therefore, we actively participate in debates on the discussion of risk and impact assessments within our industry-related committee work.
Another important aspect for us is the equal treatment with AI and availability for all. We offer all employees the opportunity, after initial training, to apply AI systems, evaluate them, and integrate them into workflows.
Our commitment to the high quality of our work, to the security aspects in handling data of different risk classes, and, not least, to our work ethic continues to always be at the forefront of our actions.
Transparency and Consultation
The integration of AI technologies offers great opportunities but also involves many considerations. Impact assessment is therefore a constant companion in the development of our products.
It is important to us to provide transparent information about the technologies we use. This way, our customers can gain insight into the development and methodology of our approach – particularly in the integration of AI functions.
We also provide webinars, blog posts, and specific consulting services purely for information purposes, but also for perspective product application.
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