The document discusses how the PR industry needs to change and adapt to a second technology revolution driven by emerging technologies like artificial intelligence, augmented and virtual reality, and big data analytics. It argues that these technologies are augmenting influence by providing more data-based insights, amplifying emotional resonance through immersive experiences, and using artificial intelligence to automate and adapt interactions. This will disrupt traditional media and influence, requiring PR practitioners to develop new skills in data, technology, and storytelling to help clients navigate this changing landscape.

1. The Second Technology
Revolution:
How the PR business needs
to change once again
GuillaumeHerbette,
GlobalCEO,MSL
1

2. Media Industry
The First
Technology
Revolution The rise of social media allowed
everyone to become a publisher
The power of traditional media
was diminished
Digital influencers replaced
journalists as third-party
endorsers
2

3. The Age of Influence
3

4. 2018
In less than a year,
millennials’ earning
and spending power
will outpace baby
boomers.
3/4
Almost three-quarters of
millennials say they influence
the purchasing decisions of
other generations..
A few years ago, we started to see the power of digital
influence begin to grow as millennials emerged as an
important global demographic
By 2025,
millennials will
represent 75%
of the global
workforce.
75%
4

5. Today…
92%Of consumers trust
influencers over brands.
2XPeer recommendations drive
twice the number of sales as
paid advertising.
Of consumers turn to third-
party content to gather
information about brands.
70%
5

6. PAGE 6
The capabilities and importance of influence in
communications and marketing are exploding.
$15 billion
global industry.

7. But the effectivenessof online
marketing has been poorly
understood, and hard to measure.
People are spending a lot more
time browsing the internet,
making it a hugely important
vehicle for marketers
8mins. per day in
2015
45mins. per day
in 2016

8. Big
Data &
Analytics
Augmented
Reality
Automation
Artificial
Intelligence
Mixed
Reality
Virtual
Reality
Next:
Second
Technology
Revolution
8

9. Augmented Influence
More, deeper,
better,
data-based
insights
Immersive
technologies
amplifying the
emotional resonance
Cognitive computer
systems which learn,
adapt & interact with
people
AUGMENTED
INSIGHTS
AUGMENTED
EMOTIONS
AUGMENTED
INTELLIGENCE
9

10. Bring us closer to realizing
our clients’ goals.
Augmented Insights
1010
HIGHER
EFFETIVENESS
PERSONALIZED
IMPACT
STRONGER
RESULTS
10

11. Emotional resonance is what’s moving people
these days.
If your messages don’t make people feel anything, you
instantly lose them.
To stay relevant to the current consumer,
communications efforts must lean towards the two
holy grails of marketing:
EmotionAttention
Augmented
Emotions
11

12. Augmented Emotions
Virtual reality.
Augmented reality.
Mixed reality.
Better experience.
Improved
engagement.
Are driven by immersive technologies
The right message
At the right time
With the right technology
12

13. 13
Visa’s augmented reality-based promotions in Poland for their
‘Try something new with Visa’ campaign involved the use of
AR as a means to interact with people in public spaces
How it was done:
For their 4-weekend-long promotional activities in Poland, Visa
combined technology with the real world in public spaces. In
this campaign, when shoppers stood on a white marked circle
in front of a 15m2 LED screen, the screen displayed additional
animated objects and characters. Visitors could stand next to
elephants, pet pandas, run with giraffes and play with
penguins, through the simulation the screen offered.

14. Augmented Intelligence
This transformation is leading to
a series of shifts in terms of customer
relationship management
Breakthroughs in Artificial Intelligence are
bringing data and algorithms to the next
level, transforming them
at the speed of light
Will make us smarter and
more relevant.
14

15. Disruptionby the numbers
Percentage of U.S. jobs AI will
replace over the next decade
Source: Forrester
15
20%
Percentage of U.S. business
content will be authored by
machines by 2018
Source: Gartner
16% 85%
Percentage of customers
that will manage their
relationship with an
enterprise though AI by
2020
Source: Gartner

16. %
$1.2 Forecasted amount of revenue
that businesses which implement
AI, Data Sciences, and IOT will
capture from their competitors
Source: Forrester
trillion per annum
by 2020
Disruptionby the numbers
16

17. Where do we go from here?
• New skills are needed
• Practitioners and tools must
evolve
• New premium on storytelling
• The disruption is happening now

18. Data, immersive tech
and artificial
intelligence are
interconnected
Immersive technologies are
transforming the way we interact
Artificial Intelligence helps unlock
insights from big data
Bots are boosted by deep machine
learning
18

19. IMPLICATIONS
FOR THE PR INDUSTRY

20. Effects on the Industry
The era of
Augmented
Influence is
already upon
us
• The power of traditional
media is diminishing
• Unexpected entrants are
replacing incumbents as
opinion leaders
• Technology is increasingly
mixing with reality in ways
that are indistinguishable
from human interaction
• Transformation and
adaptation by everyone is
required 20

21. Machine
Journalism?
Content, search algorithms,
product reviews, and other text-
oriented content will be infiltrated
by AI-generated content

22. “A.R. has huge potential
for journalism.”
Marcelle Hopkins, deputy video editor and
co-director of virtual reality at The Times

23. The Associated Press
AI-generated content for earnings reports, sports
articles, legal notices and other “transactional”
content
• 3,000 earnings reports each quarter
• 2,000 articles per second
• Stories “go out to the wire without human
intervention"
23

24. Machine vs. human journalism
• Two financial articles based on the same earnings report
• One by journalist - the other one using AI
24
Revenues of $38 billion.
Analysts were expecting
$37.2. Amazon posted
sales of $30.4 billion in
the 2nd quarter last year
The online retailer
posted revenue of
$37.96 billion in the
period, topping Street
forecasts. Ten analysts
surveyed by Zacks
expected $37.21 billion

25. Artificial
Influence
Will AI disrupt the
influence economy as
authenticity is altered by
AI produced interactions
and experiences?

26. 26
"We [carried] out a user study (=600) and [showed]
that not only can these fake reviews consistently
avoid detection by real users, but they provide the
same level of user-perceived 'usefulness' as real
reviews written by humans.”
Source: Business Insider
The risk

27. Where do we go from here?
Opportunity for the PR industry to take the lead in helping
brands/organizations navigate complex landscape
• Plays to our strength in storytelling and also issues
management
• Will definitively change our approach on media
reports, press release, research and analytics and even
traditional PR proposals (both public and private)
• New standards for transparency will be needed
27

28. The next wave in PR requires
adaptation and innovation
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REPLICATION DISTRIBUTION DIGITIZATION AUTOMATION

29. Merci!