This interview with Tara Coomans, CEO of Avaans Media, explores the transformative influence of artificial intelligence on journalism and public relations, with a particular focus on the cannabis industry. The discussion delves into the potential benefits and challenges AI presents for cannabis businesses, emphasizing the enduring importance of human creativity, trust-building, and strategic adaptation in this rapidly evolving media landscape. Coomans offers insights into navigating the complexities of AI-driven content generation, maintaining authenticity, and effectively reaching target audiences, particularly women, in the age of algorithms and deepfakes.

The conversation begins by acknowledging the increasing prevalence of AI in media and its potential impact on the cannabis industry. Coomans highlights the shift AI is bringing about, moving professionals away from routine tasks and towards more strategic, managerial roles. The ability to provide clear instructions to AI systems and understand their technical underpinnings becomes crucial for cannabis businesses seeking to leverage this technology. Coomans stresses the need for organizations to develop values-driven AI policies that guide responsible implementation. She anticipates a move away from fear and resistance towards proactive adoption of AI, potentially leading to the emergence of Chief AI officers and widespread experimentation with the technology within the cannabis sector.

The discussion delves into the intricacies of AI content generation using tools like ChatGPT and Claude, and their implications for cannabis brands. Coomans emphasizes the critical importance of understanding how these tools utilize and protect content, cautioning against feeding them proprietary information. Trust emerges as a central theme, with Coomans pointing out that AI tools often struggle to recognize trusted sources, which can be particularly challenging for cannabis companies navigating a complex regulatory environment. While the idea of requiring AI companies to cite their sources is raised, Coomans acknowledges the current lack of such a system. She also notes the limitations of AI-generated content in search engine results, where human-written content often performs better, a crucial consideration for cannabis brands seeking online visibility. The conversation reveals a surprising detail about Google's Gemini service, which reportedly restricts the generation of content related to cannabis and politics, highlighting the unique challenges and ethical considerations surrounding AI and content moderation in this industry.

Despite the rise of AI, Coomans underscores the enduring importance of human-generated content for cannabis brands, particularly in building trust and connecting with audiences. She emphasizes the role of personal stories in enhancing media appeal and creating compelling brand narratives, especially within the cannabis industry, where overcoming stigma and building consumer confidence are paramount. Coomans acknowledges the dual role of PR agencies, serving both the media and their clients, and the challenge of keeping personal stories fresh and engaging while remaining compliant with regulations. She discusses the importance of preparing clients for interviews and developing key talking points that resonate with target audiences while adhering to industry guidelines. The conversation highlights the value of targeted interview questions and controlled content to ensure informative and engaging narratives that accurately represent cannabis brands.

The discussion turns to the specific challenges and opportunities within the cannabis industry. Coomans and the interviewer discuss the current uncertainty surrounding the industry, the pent-up demand, and the potential impact of regulatory changes like rescheduling and safe banking. Coomans expresses skepticism about the outcome of the rescheduling hearing, while the interviewer remains optimistic about future growth. The conversation also touches on the challenges faced by the hemp industry due to a lack of federal oversight. Coomans introduces a new 3-month PR program designed to provide high-impact, low-commitment support to cannabis companies, demonstrating a proactive approach to addressing industry needs and navigating the complexities of the cannabis market.

The conversation explores the potential of integrating new technologies like podcasting into PR services for cannabis companies. The interviewer introduces Podcastpressor.com, a service offering dynamic content creation, professional editing, and audiogram video clips for podcasts, which could be particularly valuable for cannabis brands seeking to reach new audiences and build brand awareness. Coomans expresses interest in integrating this service into her company's offerings. The discussion touches on the importance of transparency in paid content and its role in the future of PR, especially within the cannabis industry, where regulations and consumer trust are critical considerations.

The conversation concludes with a focus on understanding and appealing to the female cannabis consumer, a crucial demographic for the industry's growth. Coomans emphasizes the importance of recognizing women as a powerful and influential consumer group, noting their preference for understanding and connection over aggressive sales tactics. She suggests alternative marketing approaches, such as lifestyle marketing and showcasing brand stories, to resonate with this audience. Coomans highlights the importance of brand research and the potential for women to boycott companies whose advertising does not align with their values. She underscores the significance of presenting the people behind the products, emphasizing that authenticity and genuine connection are more valuable than discounts or promotional offers when engaging female cannabis consumers. Coomans concludes that providing valuable content and product reviews that cater to the specific needs and preferences of women is essential for success in the cannabis market.

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