ABSTRACT
The World Economic Forum’s Future of Jobs Report 2018 states that almost 50 percent of companies surveyed expect automation to reduce their full-time workforce by 2022. The report also notes that while automation may displace 75 million jobs, 133 million new ones could emerge, with in-demand roles to include data analysts and scientists as well as software and applications developers. In his introduction to the Chartered Institute of Public Relations discussion paper on the potential impact of artificial intelligence (AI) on practice, Valin states the rapid advance of AI means that software will increasingly be used to create content; content marketing will be driven by algorithms; bots will manage public enquiries; and decisions of channels and tactics will increasingly be automated, driven in real time by public responses and behaviours. Competencies for understanding organisational culture are primarily based around knowledge of models that can be used to interpret cultures combined with data analysis, devising strategies and coaching leaders and managers.
