Media training for tech companies – how AI professionals can reassure the public
We’re the leading provider of media training for tech firms and so we were very interested to read a piece last week by John Thornhill, Innovation Editor at the Financial Times, entitled, “AI has an Awful Image problem.”
While “the techies of Silicon Valley are currently buzzing with happy talk about how AI is changing everything,” writes Thornhill. “AI dread stalks the heartlands amid worries over job losses, child safety and the environmental impact of giant data centres.” He goes on to quote research that indicates that “Whereas 73 per cent of AI experts think the technology will have a positive impact on people’s jobs, only 23 per cent of the public think the same.”
Media training courses for tech firms
Another poll quoted recently in the FT revealed that ten times as many members of the public feel that AI is evolving too quickly (60 per cent of those asked), compared with those who believe that it’s growing too slowly (6%).
To be fair, when we run media training courses for tech firms, we find that many of the participants are aware of this disparity and fears among the public. We work closely with tech PRs and in house communications teams and they’re doing their best to explain the benefits of AI.
How can AI companies reassure the public?
What can those in the sector say to improve the image of this rapidly evolving technology when they’re talking to the public, to potential clients and to politicians?
The first thing that they can do is to show some humility and empathy. “The thing is that we’re used to being the smartest guys in the room,” a VP admitted to one of our media trainer/journalists during one of our media training workshops for AI companies. “But we need to realise that everyone is entitled to a view on this important issue.”
In the role play interviews we did them, this spokesperson acknowledged the fears that many people have and accepted that the industry might be getting ahead of itself, before going on to point out some the benefits that it’s already offering.
Communication for AI companies and tech experts
Talking about practical benefits in a natural, human manner is another way that AI companies and tech experts can communicate more effectively with a sceptical audience. John Thornhill writes: “The adoption of AI has been faster than previous technologies. Within three years, generative AI has reached 53 per cent of the population in the countries surveyed.” The figures come from a study by Standford University.
Interesting and striking though they might be, they still don’t paint a picture or tell a story that individual people can relate to. Talking about how AI can develop meal plans and exercise routines, for instance, how it can summarise a discussion or flag up suspicious activity on your bank account to protect you from fraud, are the kind of practical examples that anyone can relate to.
Media training courses for AI companies
In our media training courses for AI companies there’s a real light bulb moment among participants as they realise that they can tell these simple everyday stories. “It’s the kind of thing my mum would relate to,” one participant told us. Exactly! It’s his mum and her friends that he needs to convince.
AI experts can talk about their own, everyday experience of benefitting from the technology. In our media training courses, we point out that whether you’re a tech person, a banker, a lawyer or a doctor, you’re also a human being. A banker talking about their own finances or a doctor mentioning their own health regime or a recent hospital appointment makes it clear that alongside knowledge and experience you’ve got warmth and humanity. You’re like your audience in that you share the same experiences that they do.
Jargon and technical terms
Language is also important. John Thornhill quotes James Manyika, Google’s senior vice-president for research, labs, technology and society: “AI is the Industrial Revolution plus The Enlightenment.” It’s a striking phrase and a fascinating concept. You can see why the FT likes it. But does it mean anything to a more general audience? Can they relate to it? In our media training for tech companies, we challenge the participants on their use of jargon and technical terms.
“Hallucinations,” might mean something in the world of AI but, even now, most people walking down the street or shopping on Amazon won’t know it. The same is true of phrases such as “Agentic AI,” “AGI,” “Jailbreak,” or “Guardrails,” in this context. “I think most people would understand that term,” one of the people on one of our recent media training workshops for AI companies told us. “Well, they might, if they think about it,” our trainer explained, “but, by the time they’ve worked it out, they’ve missed the next thing you said. Also, you’re literally not speaking their language. You’ve alienated them.”
The participant here took this argument on board, and we worked together to find everyday words and phrases that explained what his company does and, more importantly, the benefit that it brings to consumers. We also helped him to develop some comparisons and analogies – another great way of explaining complex concepts.
Media training for tech firms and AI companies
We love working with AI experts. We love their energy, intelligence and optimism. We’re also impressed by how, in our media training for tech firms and AI companies, they’re so willing to learn. Come and talk to us. You can follow us on LinkedIn here.
