Generative AI (GenAI) — the shiny new gadget every marketer is obsessed with. But is it a friend or foe for public relations (PR) and marketing pros? In an era where Singapore is solidifying its position as a hub for tech innovation and groundbreaking marketing campaigns, GenAI has become more than just a buzzword. It’s a game-changer, reshaping how brands communicate, strategise, and engage.
For starters, what exactly is GenAI? Think of it as the hyper-productive intern you wish you had: one that can churn out articles, social media captions, and even entire marketing campaigns faster than you can say “content strategy.” But unlike human interns, it never needs coffee breaks.
GenAI is changing the way businesses approach their PR and marketing. Let’s see how.
How PR agencies are using GenAI
PR agencies in Singapore have been quick to embrace AI, integrating it into various aspects of their operations to boost efficiency and deliver better results. One of the most popular uses of AI is in media monitoring. By analysing vast amounts of online content, AI tools can track brand mentions, sentiment, and emerging trends—tasks that previously required hours of manual effort.
Content creation is another area where AI shines. Tools like ChatGPT and Jasper help agencies draft press releases, pitches, and thought leadership articles in record time. While these drafts often need a human touch to fine-tune the messaging, the time saved allows teams to focus on strategy and creativity.
Moreover, AI-powered sentiment analysis tools help agencies gauge public opinion, enabling them to craft more effective campaigns. For instance, by understanding how Singaporean audiences feel about sustainability, brands can shape narratives that resonate with local values.
How marketing has been shaped by GenAI
The marketing world in Singapore has seen a rapid uptake of GenAI tools, and the numbers back it up. According to TNGlobal, over 50% of marketers in Singapore are already leveraging GenAI to create more relatable and better-performing content. This isn’t just a passing trend—it’s a seismic shift in how campaigns are conceptualised and executed.
One standout example is POSB’s innovative use of GenAI to power a marketing campaign that age-morphed everyday Singaporeans. By showcasing individuals across different life stages, the campaign struck a chord with audiences and sparked meaningful conversations around financial planning. This demonstrates how GenAI can personalise marketing at scale while addressing culturally relevant themes.
In practical terms, GenAI is being used to generate social media posts, create targeted email campaigns, and even design ad visuals. For startups and SMEs, these tools offer a cost-effective way to compete with larger players. With AI streamlining repetitive tasks like A/B testing and keyword optimisation, marketing teams can focus more on creativity and strategy. The result? Campaigns that are not only efficient but also highly engaging and tailored to the preferences of Singaporean audiences.
Is GenAI all the rage among businesses?
While GenAI has its plus points, it’s not all smooth sailing. Businesses relying too heavily on AI risk losing the human touch that sets great campaigns apart. Ethical dilemmas around AI-generated content also loom large, from misinformation risks to ensuring inclusivity and diversity in what’s produced.
While AI can churn out volumes of content, there’s still no replacement for human creativity and wit. After all, even the smartest AI struggles to crack a joke that isn’t, well, a little robotic. AI hallucinations are also commonplace, where large language models (LLMs) perceive patterns or objects that are nonexistent, creating nonsensical or inaccurate outputs.
GenAI is undoubtedly shifting how PR and marketing function. The challenge—and the opportunity—lies in striking the perfect balance between leveraging AI’s capabilities and preserving the human touch that connects brands to their audiences.
Agencies must evolve, along with their value
For many PR and marketing agencies in Singapore, this isn’t just a matter of adopting new tools—it’s about redefining their value in a GenAI-driven world.
Education will become a key pillar of agency services. As startups and SMEs embrace GenAI, many lack the knowledge to use these tools effectively. Agencies can bridge this gap by offering training sessions, workshops, or even ongoing consultancy to guide their clients in navigating AI tools.
Additionally, agencies in Singapore need to shift their focus from content creation to becoming strategic advisors. By leveraging AI to handle repetitive tasks, agencies can spend more time analysing data, crafting big-picture strategies, and delivering creative ideas that align with business goals. This repositioning ensures that agencies remain indispensable, offering insights and innovation that AI alone cannot provide.
Ultimately, the agencies that thrive in this new era will be the ones that adapt their business models, invest in upskilling their teams, and embrace AI as a partner rather than a competitor. By doing so, they can ensure they’re not just keeping up with change but driving it—helping their clients stay ahead of the curve in a rapidly evolving industry.
Client servicing in the GenAI era
For PR and marketing agencies in Singapore, GenAI represents an opportunity to evolve, innovate, and deliver even greater value to their clients.
Resistance is futile (and frankly, unwise). Instead of fearing disruption, agencies should lead the charge in adopting AI technologies and solutions. By doing so, they can stay ahead of the curve and, more importantly, help their clients thrive in this fast-changing landscape. After all, who better to guide businesses into the future than the very agencies that have always been at the forefront of communication and strategy?
At SYNC PR, we see GenAI as a chance to redefine what great PR and marketing look like. Whether you’re a startup founder or an SME owner navigating the GenAI landscape, we’re here to help you turn disruption into opportunity. Let’s have a conversation at hello(a)syncpr.co today!