AI helped Intel’s Leslie Douglas take social to the next level
A look at AI, its impacts on communication, and the ethics of it all.
AI’s seemingly sudden rise has opened up a lot of new questions about how exactly it will impact communications. This also invites speculation on how the teach will change the way that communicators interact with social media platforms.
In our latest edition of our ‘How AI Helped Me” series, we spoke with Leslie Douglas, global head of social media at Intel. Douglas talked about her AI origin story, where she thinks the tech is going for comms pros and more.
Sean Devlin: Could you tell us how you first started interacting with AI in your role at Intel and how it’s evolved?
Leslie Douglas: Most social media managers who use robust social media management platforms, like Sprinklr, have likely already been leveraging AI technology for years. It’s often embedded within social media listening and measurement tools. The evolution I’ve seen is around generative AI. Right now we’re still scratching the surface of what’s possible. Early on we focused more on using AI tools to create internal support documents and materials rather than external outbound content. We’re currently tapping Gen AI platforms to help us with copy, editing , along with providing creative direction and feedback to our designers and agency partners.
When you first started working with AI, how did you educate yourself on how to use it?
LD: I focused on how to create strong AI prompts. The output is only as good as the input, so being able to craft detailed and specific queries is incredibly important. I took some free online courses as well as followed some AI experts on social media. It’s constantly evolving so it’s important to stay up to date and continue to educate yourself.
Leslie Douglas, global head of social media at Intel
How does AI factor into your role at Intel?
LD: Right now we’re focused on leveraging AI for efficiency and identifying the right tools for our needs. We are currently documenting specific case studies and testing certain platforms to capture and measure time saved, results achieved, and other outcomes to further build a business case and develop a brand-specific AI platform for our teams. I use it every day to help manage my workload and communicate with my team and stakeholders. It helps me summarize meeting notes, quickly create slide decks, draft smarter emails, and much more.
Have you seen any changes to your workflow or customer/stakeholder satisfaction since you’ve begun using AI and automation?
LD: Yes. We’ve captured efficiencies in the time it takes to generate new ideas, and also in the effectiveness of our content. For example, we use an AI hashtag analysis tool that helps us identify the right hashtags to maximize reach for certain content. Posts that used hashtags recommended by the tool outperformed those that didn’t. We now utilize that tool to make informed decisions when creating and developing post content and copy.
What’s something about AI that you think communicators need to be talking about but aren’t discussing enough?
LD: Ethics and disclosure around how and when generative AI content is used in outbound content. At Intel, we have a clearly defined policy. Many organizations are so excited by the possibilities that they are using the tools before putting the appropriate guardrails in place. It’s important to ensure you have a clearly defined policy for your marketing and comms teams around when and how to use it, what tools can safely be used, and what legal implications to consider.
Do you have a big prediction for AI usage in the next few years?
LD: We’re just at the beginning of an evolution in how we work with AI. All marketing and communications leaders will be expected to understand and effectively leverage AI to do their jobs. Those that don’t may potentially get left behind. I think we’ll also continue to see an expansion of tools and capabilities followed by consolidation through mergers and acquisitions.
Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.
Hi Leslie – thanks for this! Who are some experts you recommend following for tips and info around AI prompts/queries?
Kevin – we’ve covered prompt creation as has PR Daily. Start here. – JJ