James Holland, EVP of digital, says that his firm was focused last year on putting together its AI framework and policy, training its staffers and helping clients work through how their comms or PR teams would use generative AI.
But people stopped scratching their heads over AI policy about six months ago, Holland says.
“They are now putting it to work and figuring out where it can add value,” he says.
With AI, Highwire is focusing on written content such as non-billables, pitches and new business. Meanwhile, clients are asking if they can use AI for certain types of written content — a complicated question.
“We say, ‘Of course you can, but should you?’” says Holland.
He adds that his agency conducted a survey for one of its content marketing clients, with a focus on search traffic and ranking. For the controlled study, Highwire had humans write one half of the content and machines write the other.
