An award-winning PR agency’s seminar for businesses has been lauded as “insightful, engaging, and inspiring” as it explored the impact of artificial intelligence (AI) on brand reputation.
Organised and delivered by Outwrite PR, the session shared key insights into how tools such as ChatGPT and Google’s Gemini can influence stakeholders’ awareness and perceptions of an organisation.
Live demonstrations took place at Theatr Clwyd, Mold, to showcase AI technologies in action as they used existing online content to create responses to prompts.
Attendees were also invited to discuss their experiences implementing large language models (LLMs) in their operations and share their thoughts on the key challenges and opportunities AI presents.
In addition, practical steps firms can take to reduce the risk of false or outdated content impacting brand reputation were highlighted, including securing media coverage to help build credible third-party signals.
Attendee Mark Lawton, Harlech Foodservice managing director, praised the relevancy of the subject matter and the opportunity to connect with other companies.
He said: “The event was informative and I thoroughly enjoyed the chance to talk about such a prominent topic in greater depth and learn about how other like-minded businesses are making use of AI.”
Jess Williams, Jackson Fire & Security marketing manager, echoed Mark’s positive feedback believing the advice received was helpful and relevant.
She said: “Outwrite’s seminar was insightful, engaging, and inspiring. Anthony shared insights into the world of AI and how it’s progressing, so it’s given me a lot of food for thought.”
Anthony Bullick, managing director of Outwrite PR, also shed light on topics including generative engine optimisation (GEO), real-life examples of AI fabricating information, and resources attendees can utilise for further support.
He said: “With the rise of AI across a range of sectors, it’s been fantastic to share our expertise on the subject and equip firms with the relevant knowledge on how such tools operate.
“The impact on brand reputation extends far beyond how AI technology summarises an organisation. AI tools are being implemented across all departments such as customer service, sales, and HR, and there is a growing risk of stakeholders viewing companies in a negative light based on their experience.
“Of course, as well as the risks, there are lots of opportunities for businesses. PR as a strategic discipline will ensure every brand takes their stakeholders into account before utilising AI.
“The discussions and questions in the seminar showcased just how hot a topic this is, and we hope to run a similar event in the coming weeks. Anyone interested can email jill@outwrite.co.uk.”
Outwrite’s clients include Wynne Construction, Jones Bros Civil Engineering UK, Warrington-based Watsons Solicitors, and engineering, environmental, and planning consultancy Caulmert.
The agency specialises in integrated PR, crisis PR, and online reputation management.