The Communicate Influence Podcast

Businesses relying too much on gen AI content risk brand recognition, authority, and trust

Sheelagh Caygill and Mariya Delano, CEO of Kalyna Marketing, explore the evolving role of generative artificial intelligence (AI) in marketing and creativity.Mariya discusses how she integrates AI into workflows. Kalyna Marketing uses AI for streamlining admin tasks, automating repetitive processes, and enhancing efficiency in areas such as data analysis, scheduling, and customer segmentation. But Mariya warns that marketers and content creators who rely too heavily on AI for content creation are taking huge risks with their own or a client's business. Mariya uses the Greek framework of the types of persuasionin her analysis of the current state of gen AI: logos and pathos. Logos was logic, facts, and information while pathos was emotion and feeling.Mariya sees so many marketers missing the value of the pathos, which makes content worthwhile. Gen AI can make content look and feel good, but nobody remembers it. It feels empty. AI content, she says, is missing the heart, the pathos, and the feeling. AI is never going to get the best results or deliver the things that truly make an impact. You can't have brand recognition, brand authority, or long-term brand trust with AI, because it's regurgitating information from everybody else,  whether it be a Nabokov novel in the 50s or Joe Smith writing a blog post three months ago in your competitor's blog.Mariya explains that gen AI lacks cohesive emotion driving the creative process. With a human heart is behind creation, the creative process is tied together through the emotion of the writer, the artist, or the editor.Resources & links from Mariya:From Alex Birkett on the business and SEO impacts of AI use and what will matter in content going forward.By Julie Angwin, breaking down hype around AI and common myths promoted by AI vendors.MIT Tech Review article by Scott J Mulligan about how AI output quality reduces when it's trained on poor quality materials, and that as time goes on and more of the internet becomes AI generated, the quality of AI tools will likely go down .Research from Distributed AI Research Institute (DAIR). DAIR looks at AI a lot more critically and holistically in terms of harms to marginalized populations, impact on human lives, and imagining more ethical, alternative frameworks for AI. ThreatLabs AI Security report with good stats about the amount of cybersecurity issues from common AI tools, and the second section detailing how AI use can be security threats is extremely interesting for any marketer.Mariya sees this trend playing out over and over - namely the ways that authenticity on the internet (specifically on YouTube) got commodified and emulated to the point of losing the initial spark and connection with creators that made this kind of content effective to begin with. This video is an older essay on the subject."No One Makes Good Video Essays Anymore" - a video about commodification of educational content, the point of an essay, and how artistic sensibilities and taste can get harmed while chasing algorithms.A masterful short YouTube video on a conservative Twitter cartoon and DOGE, but it actually makes one of the most profound points about AI - as the video goes on, the creator strips more and more parts of it that are "inefficient", stripping it down to the laziest, simplest to produce version by the end. Mariya got chills seeing how much the quality dropped and how much the magic disappeared. "When we automate things because they don't seem essential, this is the kind of appeal our work loses," she observes.A LinkedIn article from Mark Stouse, noting how our current AI technology reflects what is easiest to make, not what might be most helpful and that trying to make computers approximate human intelligence is limiting, thinking about what we can get computers to do to COMPLEMENT humans instead is much more interesting and valuable.The AI Quality Coup - by Julie Zhuo asks what constitutes quality work in the age of AI.

Gen AI in leadership communications management and PR

In the first full episode of season two of the Communicate Influence podcast, I have an engaging conversation with Bob Pickard, public relations counsel to names in the news and leadership communication authority, on the transformative role of artificial intelligence (AI) in PR and communications. Bob, a seasoned PR professional, shares insights from his lecture late last year at Boston University, emphasizing that while AI is revolutionizing PR practices with tools like ChatGPT, the core principles of the profession remain unchanged.Bob highlights how AI enhances PR work by enabling faster and more strategic decision-making. For instance, he uses ChatGPT as a "PR muse" to generate ideas, refine strategies, and assist in crisis management by providing actionable insights. However, he stresses that AI should not replace human judgment. He advises against relying on AI for final edits or public-facing content, as it lacks the nuanced understanding of tone, ethics, and human connection essential in PR.We delve into the dichotomy between AI’s potential and its limitations. Bob notes that while AI can amplify creativity and efficiency—helping PR professionals craft smarter campaigns—it cannot replicate the depth of human relationships or the experience accumulated over decades. He underscores the importance of maintaining a "human voice" in corporate communications and ensuring rigorous fact-checking to avoid errors or "hallucinations" in AI-generated content.Bob also explores the ethical challenges posed by AI. They express concerns about the misuse of generative AI for spreading misinformation or propaganda, particularly by malicious actors. Bob calls for stronger ethical governance to address these risks, warning that technology is advancing faster than the frameworks needed to regulate it.We touch on how AI is reshaping industry dynamics. Bob predicts that commoditized PR services will diminish as organizations increasingly use AI internally for routine tasks. However, agencies and professionals who prioritize relationship-building and deliver bespoke, high-value services will thrive. He emphasizes that human connections remain irreplaceable in PR, as they foster trust and understanding that technology cannot replicate.Finally, Bob reflects on the evolving media landscape, likening AI’s integration into search engines and social media to previous media revolutions like television and radio. He concludes with a hopeful message: while AI is a powerful tool, the essence of PR lies in human creativity, ethical practice, and meaningful relationships—qualities that technology cannot replace.

Marketing, PR, and communications podcast Communicate Influence returns

Hi, we're excited to announce that after a long break, the Communicate Influence podcast returns. The first five or so episodes of season two will focus on artificial intelligence from all angles. Be sure to listen and sign-up for our newsletter to avoid missed a guest who matters in your industry.Transcript: Welcome to the Communicate Influence podcast. It's been about two or three years since I released the last episode of this podcast show. And I know it's never a good idea to start a podcast and then drop it without notice.But sometimes life gets in the way and you just can't find the energy or the time to produce a good episode. I'm happy to say that the podcast is relaunching. And in the next five or six episodes, I'm going to be focusing on artificial intelligence and speaking to some people who really know how AI is impacting public relations, marketing, communications, and writing. My first guest is Bob Picard, a seasoned communications pro who provides counsel and issues management advice to CEOs around the world.Next up will be an in-depth conversation with Mariya Delano of Kalyna Marketing in New York. She studied computing and physics before completing a degree in literature and creative writing. And so she offers a unique perspective on what AI can bring and cannot bring to marketing. If you'd like to hear about the additional guests I have lined up to speak about AI, sign up for the Communicate Influence newsletter at CommunicateInfluence.com.That's Communicate Influence written as one word and then.com. And the next episode with Bob Pickard will be dropping in a few days. Thanks so much.

How to Create an Independent Podcast with Maureen Armstrong

Even though the podcasting landscape is getting increasingly more crowded, the amount of people listening continues to grow too, which means that podcasts are still one of the most effective ways to get your message out there.  If you’re looking to create and launch an independent podcast of your own, or even if you’re just an animal lover, today’s episode is a must-listen! Tuning in, you’ll hear from the creator and host of The Animal Guide for Curious Humans Podcast, Maureen Armstrong, as she shares invaluable insights into what it’s like to plan, create, and launch an independent podcast show.  Maureen is very  busy, but she still managed to fit in creation of a podcast show. A lawyer, Maureen is also York University Ombudsperson, Toronto, and Chair of the Board of Directors of world Animal Protection Canada.  We discuss what motivated her to begin podcasting, how she approaches episode planning, and her passion for connecting with guests, as well as the value of finding technical support, tips for growing an audience, and so much more! We hope you’ll join us for this fascinating conversation with animal advocate and podcast host, Maureen Armstrong. Key Points From This Episode: Insight into her inherent passion for animals and her decision to become a lawyer. Learn more about World Animal Protection Canada and Maureen’s role there. Maureen comments on animal welfare during the crisis in Ukraine. Why she chose podcasting as a platform to share practical information about animal welfare. Finding your niche; the value of researching other podcasts in the space you’re interested in. What you can expect from The Animal Guide for Curious Humans Podcast. The story behind the name of Maureen’s podcast and tips for deciding on a unique name. Maureen’s advice for artwork selection and deciding on the look and feel of your brand. More on the goals and objectives of her podcast and her vision for the future. The importance of viewing audience feedback as a learning experience. Insight into episode planning, which Maureen believes is the most difficult part of podcasting. Why she says that connecting with guests is the most rewarding part of podcasting. Advice for budding independent podcasters: find technical support and pivot as necessary. Some of the podcasts that Maureen loves to listen to herself. Links Mentioned in Today’s Episode: Maureen Armstrong on LinkedIn Maureen Armstrong on Twitter Maureen Armstrong on Instagram The Animal Guide for Curious Humans Podcast World Animal Protection Canada ‘Animal welfare during the Ukraine crisis’ Freakonomics Podcasts Animal Law Podcast Ten Percent Happier Podcast Communicate Influence

Why it's time for PR pros and marketers to explore voice tech

It's still early days in the world of voice tech, but already PR and marketing professionals are exploring what it can do for brands and audiences. Carl Robinson, a podcast consultant and voice tech pro based in France. He owns a podcast consulting agency called Tizz Tech. Carl explains that lots of brands are experimenting with voice technologies in different ways to determine what works, and to discover, define best practices, and share that information.  Rumble Studio Carl explains that there are various movements, such as the Open Voice Network, which is sharing and defining standards for voice tech across many industries.  Content discovery In the comms and marketing world, one of the most obvious examples is content and content discovery through voice search. "More and more content is being found through voice search as users ask their smart speakers or phones for whatever they are looking for," explains Carl. "Companies are optimizing their web content for Google Assistant and the other smart speakers so that it's surfaced as a voice search."Content can include pages created and optimized for voice which are then synthesized by the text-to-speech engine, and then read out through a smart speaker. It can also be actual audio content that a brand creates, such as a podcast or micro-cast, which is then returned by Google.  There are now interactive voice response systems (IDR) with natural language understanding, and also call analysis. New technology is even able to transform heavy accents so that they are more easily understandable to customers. Smart speakers are also being used by marketers for branding campaigns. Carl cites the example of Skilled Creative in the US, which is working with Meredith Corporation to produce custom voice tech apps for branding campaigns.  Proceed with caution Carl says that agencies wanting to get into voice tech should do a lot of research first, because developing voice tech is not like building a website. Consider working with an agency. You can also use free tools like Voice Flow but don't underestimate the amount of work voice tech creation can take because it's complex and time-consuming. Carl says that, at a minimum, comms and marketing pros should educate themselves about voice tech, and that means reading, listening to podcasts, and asking questions. Use the hashtag #voicefirst on Twitter for questions and conversations. Voice tech isn't a flash in the pan and it isn't going away. It's going to change the way we interact with all the devices around us. It behooves you to know what's coming up. You can find Carl on Twitter and LinkedIn, and be sure to listen to his Voice Tech podcast!