When I reflect on AI, the term "artificial intelligence" itself feels somewhat of a misnomer. These systems are neither truly autonomous nor inherently intelligent; instead, they rely on human interaction and supervision to function effectively — for at least right now.
Utilizing tools such as ChatGPT, Midjourney, and Perplexity could be compared to a young and highly talented—but still inexperienced—employee capable of delivering impressive results when provided with clear and specific direction. You must review, proof, fact-check, and verify their output as you would before submitting any work completed by a direct report, particularly an AI one.
For those who remember, there was a Star Trek movie centered around Voyager 6, a NASA craft traveling the solar system to collect data. Over time, this craft, with support from its advanced systems and the alien technology it encountered, evolved into a being with AI-like capabilities. It even had human-like qualities. But in its relentless quest for knowledge, it became unmanageable. While this is a sci-fi example, it is not entirely far-fetched when you think about AI today. In public relations and marketing, we also manage AI-supported tools that constantly gather information and expand their capabilities. Unlike Voyager, which evolved to gain strength and the ability to sense and protect itself from perceived dangers, PR and marketing professionals have the unique opportunity to shape and actively guide AI's development.
As lifelong learners in this profession, we are adapting to the rapid growth of AI tools and the spectrum of solutions they provide -- from helping to write sharper press releases to generating video content. However, we also operate within a framework where the U.S. government monitors and regulates how AI is used. Many other countries, with less oversight, may take different approaches. However, this conversation about global AI governance is one for another time, as our focus today is on how AI impacts PR and communications here.
At IW Group, we recognized early on the potential of AI to revolutionize our work. We committed to leveraging AI-supported tools, including Claude, Runway, HeyGen, and ElevenLabs, that enable our teams to approach what they do from a fresh and tech-forward perspective. While mastering each platform has its challenges — especially with AI companies releasing new models and updates almost monthly — these tools' possibilities are genuinely remarkable. Specifically, we have been able to explore new efficiencies and creative opportunities in how we design our campaigns and produce content. Our creative canvas, once specifically defined flat budgets and limited resources, has now expanded ten-fold thanks to AI.
IW Group was one of the first multicultural PR and marketing agencies to begin utilizing AI tools. In 2022, we produced a Lunar New Year commercial for McDonald's that featured one of the first broadcast applications of NeRF (neural radiance fields). This AI-based technology turns 2D images into 3D environments. The integration of this then-emerging technology allowed us to produce a truly mind-bending visual spot that would be extremely difficult to film and edit by traditional means.
In June, we launched one of McDonald's first-ever AI-led campaigns in the U.S. with our Grandma McFlurry / Sweet Connections program. To address the language barrier between Gen Z and their immigrant grandparents, we created an AI-powered website that allowed users to record a message and have it translated into the language of their choice using AI video translation and voice cloning. The final output would be a video that made the user look and sound like they were speaking a new language. Our solution was hailed as "brilliant" by Inc. for merging human insight and AI -- which is IW's AI mantra.
IW Group, as a multicultural and multigenerational creative agency, believes the possibilities of incorporating AI into our work are limitless. However, we must ensure we apply it responsibly. As we witnessed the recent faux pas surrounding the AI-powered theatrical marketing campaign for Francis Ford Coppola's "Megalopolis," we cannot treat AI like an infallible CEO. Instead, we must remember that AI is like an eager employee wanting to learn and experience as much as possible while still needing our input and guidance.
*With support from Mr. Telly Wong, IW Group/New York and ChatGPT.
Bill Imada is the founder and chairman of IW Group, a multicultural advertising and communications agency. With over 25 years of experience, he has worked with top global brands like Coca-Cola, McDonald’s, and Disney. A community leader, Bill co-founded the Asian & Pacific Islander American Scholarship Fund and served on President Obama’s Advisory Commission on Asian Americans and Pacific Islanders. He is a founding member of the USC Center for PR board of advisers.