Digital marketing and ad platforms are already adding artificial intelligence at a furious pace, providing insights and campaign management once goals are set.

If this trajectory keeps up, it’s possible that these campaigns will become the equivalent of the self-driving car: Tell it where you want to go, and then sit back and attend to other business.

But public relations — the “free media” part of marketing — has a fundamental difference, according to Karla Jo Helms, founder and CEO of the Tampa, Florida-based JoTo PR agency.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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