The robots are coming. 

No need to panic, but it's time to start making thoughtful decisions about where and how we want automation and artificial intelligence to make our work in PR better.

In most cases, our approach to problem-solving is intuitive.  I know, we have methodologies and protocols involving analysis, planning, creativity and evaluation, but we have not yet reverse-engineered our work the degree necessary to apply new technologies to their full potential.  

This comes at our own expense, and the longer we wait, the further we drift into the past.  Only a root-and-branch assessment of our work, step by step, can identify which tasks / functions can be automated or enhanced, and which can be the "human element" of effective communications.

Good context from Omnicom agency Portland Communications below, with more detailed information embedded the booklet link.