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The State of AI

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As the dust settles from a busy year in the world of AI, a clearer path forward begins to emerge. Questions remain, but rather than vague, reactive ones about how AI will impact us, we’re asking specific, proactive questions about how AI is being used, and how we can integrate AI capabilities into our work and lives. 

We’ve collected some of those evolving questions here, along with resources and answers that we’ll update as our relationship to AI continues to change. 

What does venture capital think of AI?

2023 may have been an explosive year for AI news, but the tide has been turning for a long time. The share of total venture capital funding invested in artificial intelligence has grown every year since 2012, passing 20% of total investments in 2020. In the first half of 2023, venture capital firms invested $15.2 billion into generative AI companies alone. 

Money might signal optimism about the opportunities for growth in AI, but it also means new players every day in an already competitive industry. For legacy businesses and startup hopefuls alike, rock solid integrated marketing and public relations strategy will be essential to standing out in an ever more crowded field. 

What does the data say about the role of AI?

Data is at the center of everything we do. When every industry was inundated with questions about how AI would impact their work, we did our own research on behalf of marketing and PR. These insights helped us to better understand the changing role of artificial intelligence in the relationship between brands and customers. 

  • Asked about their approach to the next five years, 53% of marketers say they will adjust strategy to incorporate new and emerging AI; another 15% will seek out and prioritize new AI solutions. 
  • 70% of customers expect AI to become a larger part of their interactions with brands in the next five years. 
  • 60% of marketers are concerned that AI could impact the integrity of their brand. 
  • Just 28% of customers find AI-generated or supported content and stories to be authentic. 
  • 48% of marketers either have no data to show anything conclusive about the impact of AI on their work or collect no data on AI at all. 

Read the full report for more insights. 

Across the Divide: The Pitfalls and Potential of Building a Partnership with AI 

Where did AI come from and how did the AI trend start?

Forms of artificial intelligence have been around for 70 odd years, but the current proliferation of AI in daily life can be traced with reasonable certainty to the launch of ChatGPT in November 2022. Its overnight popularity and endless use cases led to questions: Will AI replace us? Can AI do my job? Is it ethical to use AI for my work? If so, how can I use AI effectively? 

Our ChatGPT series tackled these questions and more, exploring the nuances of integrating AI into our work and lives. 

Support, Not Replace: The Modern Marketer’s Approach to AI & ChatGPT 

Ethics and Artificial Intelligence: 3 Issues with Generative AI in Business 

Do This, Not That: A Practical Approach for How Marketers Can Use ChatGPT 

4 Considerations for Telling Your AI Story 

How are brands using AI? 

From legacy brands to scrappy startups, artificial intelligence has made its way onto everyone’s list of priorities. AI is as varied as it is ubiquitous, and our client partners are living proof of the many shapes this technology can take. 

 More about how brands are using AI: 

PAN Communications Supports DISCO in its Mission to Help the Legal Sector “Law Better” with AI Transformation 

Looking Past the Hype: Two Ways Artificial Intelligence is Disrupting the Healthcare Industry  

What is the future of AI?

AI is not the first technology to take the world by storm and it won’t be the last. Its enduring impacts on our lives and work are still to be determined, but where we’ve been holds somw clues about where we might go and how we’ll get there. 

More about what’s next for AI:  

PR or Perish? Why the AI Sector Needs to Find its Voice 

AI on the Move: Finding Your Story in the Current Moment 

Check back here for more updates on the state of AI.

An image of PAN's Brand Experience Report on the Potentials and pitfalls of AI for marketers

In our annual Brand Experience Report, we asked marketers and customers how they are using and experiencing AI to better understand how the technology is changing that relationship.