Decoding Complexity
Marko Grobelnik · 2025
AI comprises a suite of tools and techniques aimed at managing complexity in diverse ways. Its core advantage lies in identifying both evident and surprising patterns within data, utilizing reasoning techniques to often yield insights surpassing what humans can achieve. Typically, while individuals may excel at specific tasks, it's improbable for one person to match AI's performance across a wide array of activities. This paper aims to explore the multifaceted role of AI in public relations, highlighting known applications, emerging possibilities, and speculative future realities. AI is already facilitating numerous micro scenarios in PR, where specialists determine campaign strategies or responses to specific situations. However, AI's scope extends further. It is anticipated that AI technology will soon manage broad contexts with near real-time response capabilities, surpassing current human abilities. This includes a profound understanding of the world's causal structure—actions and reactions—potentially enhancing or diminishing the uncertainties in PR decision-making.