AI is a tool to unlock human potential
In our approach to insight reporting, we blend AI and Human Intelligence (HI), leveraging the strengths of both to craft tailored insights that fit your organisation’s requirements.
Our AI + HI insights approach
When it comes to insight reporting, the net result for a communication team is to possess a robust dataset for evaluating past and future strategic outcomes. Data drives decision-making, emphasising the critical importance of timeliness. However, trust in the accuracy of data and insights serves as the cornerstone upon which reliance is built.
So, in the AI vs HI debate, we aren’t putting one against the other. Rather, we are identifying the elements of each that best fit the context, striking a balance between efficiency and accuracy to effectively deliver for your organisation.
- We offer a service led by human experts, augmented by responsive and efficient technological solutions, with human oversight in both quality control and customer relations.
- All content contributing to our insight reports undergoes validation, thorough reading, and coding by our team of human analysts, ensuring alignment with the agreed brief and solidifying the list of relevant attributes and KPIs.
How can AI enhance the process?
AI is not intended to replace human interpretation but rather to enhance efficiencies in existing methodologies.
- AI serves as a tool to detect content that is not valid for the report, prompting human analysts to investigate further.
- AI can pre-read data and automatically code it for well-defined attributes such as spokespeople. Human analysts can then conduct more complex analyses, such as assessing sentiment or identifying key messaging.
- For syndicated content, AI can replicate coding in repeated articles that have already been pre-coded by human analysts, streamlining the process and ensuring consistency.
Why not AI as first choice for speed and accuracy?
Our reports are designed bespoke to meet specific requirements, ensuring accuracy in two fundamental ways: through objective data and numbers, and via the coding of content, which varies based on project instructions. Human intelligence excels at contextualising and coding content within the framework of an organisation’s strategy, concerns, perception, industry, and media landscape.
Reading content and discerning the nuances and patterns that shape a narrative to generate a dataset is a task best suited for human analysts, who provide rich and genuine insights. Unlike AI, humans possess an understanding of various contextual points, such as issues derived from historical analysis or conversations, internal stakeholders, reporting structures, and the relative value of different KPIs within a given report.
While AI can offer content summaries from selected articles, the relevance of numbers and content is identified through human analysis.
We prioritise the human touch, ensuring that insights and strategic advice are delivered by consultants who are well-versed in your organisation’s media content and strategic vision. They are readily available to address questions, conduct deep dives, and provide personalised assistance.