'We're turning up the heat on AI' - MSL, H&K on PRWeek podcast

<p>AI experts from Hill & Knowlton and MSL reveal what their agencies have been doing to keep on top of AI in the latest episode of PRWeek's Beyond the Noise podcast.</p><p>Beyond the Noise, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via&nbsp;<a href="https://podcasts.apple.com/gb/podcast/beyond-the-noise-the-prweek-podcast/id1513615965" rel="noopener noreferrer" target="_blank">Apple</a>,&nbsp;<a href="https://open.spotify.com/show/0onUHcQsn5ITC1lYtW89jZ?si=c965c18c49724d2c&nd=1" rel="noopener noreferrer" target="_blank">Spotify</a>, or listen on your favourite platform.</p><p>Joining the podcast this week are Allison Spray, global head of intel and tech innovation at Hill & Knowlton; and Natasha Torres-Coote, account manager at MSL and one of the driving forces behind the agency’s AI strategy.</p><p>Spray, a leading AI expert at H&K and parent company WPP,&nbsp;<a href="https://www.prweek.com/article/1823062/ai-wont-job-human-knows-use-will-%E2%80%93-pr-ai-prweek-podcast" rel="noopener noreferrer" target="_blank">appeared on Beyond the Noise almost one year ago</a>&nbsp;to talk about trends in AI at that point. On this week's episode, she and Torres-Coote discuss what has been done in the intervening months and how AI is being adopted at the agencies.</p><p>The role of the technology in countering mis- and disinformation for clients, and its use in creative campaigns and PR measurement, are among the topics discussed.</p><p>Speaking to PRWeek UK editor John Harrington, Spray and Torres-Coote reveal the most common questions from employees on AI, what kind of training is being provided, and whether staff are really concerned about their jobs.</p><p>We also hear what clients are saying about AI.</p><p>Finally, the duo give their view of what may lie ahead for the technology and how it may affect comms.</p> <hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>