AI experts from Hill & Knowlton and MSL reveal what their agencies have been doing to keep on top of AI in the latest episode of PRWeek's Beyond the Noise podcast.

Beyond the Noise, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

Joining the podcast this week are Allison Spray, global head of intel and tech innovation at Hill & Knowlton; and Natasha Torres-Coote, account manager at MSL and one of the driving forces behind the agency’s AI strategy.

Spray, a leading AI expert at H&K and parent company WPP, appeared on Beyond the Noise almost one year ago to talk about trends in AI at that point. On this week's episode, she and Torres-Coote discuss what has been done in the intervening months and how AI is being adopted at the agencies.

The role of the technology in countering mis- and disinformation for clients, and its use in creative campaigns and PR measurement, are among the topics discussed.

Speaking to PRWeek UK editor John Harrington, Spray and Torres-Coote reveal the most common questions from employees on AI, what kind of training is being provided, and whether staff are really concerned about their jobs.

We also hear what clients are saying about AI.

Finally, the duo give their view of what may lie ahead for the technology and how it may affect comms.

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