Generative AI, and more specifically ChatGPT, has dominated headlines since late last year. For months, the world and his wife has weighed in with views, concerns and predictions around the technology. But what about the tech companies whose bread and butter isn’t generative AI?

It can be tough when your point of view doesn’t slot into the current news cycle. Periods of less coverage and less contact with the press can feel like a step back. But, instead of feeling frustrated or panicked, this period of time should be seen as one filled with opportunity.

Here’s a couple things non-generative-AI tech companies, and their PR partners should consider at times like this…

You don’t need to join every conversation

This is something that most companies and PRs already innately know. If something isn’t relevant to your offering or market share, don’t weigh in. But when something like ChatGPT comes along and sweeps every journalist, publication and broadcast house off their feet for months on end, confidence in remaining quiet can wane. A ‘let the storm pass’ mentally can quickly shift to a ‘what can we say about this?’ panic.

But it’s important to remember that not every conversation is relevant to your company or brand. A company needs to focus on its own product, service and value offering, and not get distracted by hype that isn’t relevant to where they are positioned in the market. 

Don’t rush a POV

Joining conversations is a key part of PR. But it needs to be done effectively, with thought and strategy to back statements. The last thing a company needs is to rush messaging without properly interrogating how they match up with what they do and who they are – their offering, ethos and purpose.

Clumsy messaging runs the risk of getting sniffed out. If you’re lucky, coverage will be small and under the radar – or even non-existent. If you’re unlucky, the pickup could be huge only to bring with it questions and scrutiny. Backpedalling from statements is a headache which can be so easily avoided.

Quiet time can be valuable, use it

So, rushing to have your voice heard isn’t always the right approach at times like this. Equally, doing nothing with the time is a missed opportunity. Instead, use this period of quiet from press relations as a chance to turn your attention elsewhere. This could be towards improving internal comms, boosting employee relationships and thereby your own reputation as a business. It could be through building up the website, through new content like blogs or a bit of a makeover. It could be a chance to strengthen customer relationships, leading to case studies that could in turn find their way onto the site or even as hooks for press interviews later down the line. It could be revamping social media presence, company messaging, media training for spokespeople and so much more. Rather use this time to focus on your wider PR and reputation strategy.  

In short, don’t be afraid to sit some conversations out. Just use your time on the bench wisely, leaning on your PR partners for guidance and support.

Since its big reveal in November 2022, OpenAI’s ChatGPT has dominated headlines all across the world. It is being touted as a technology with the potential to change our lives – for better, or worse. Across the internet, we’ve seen examples of how the AI-powered language model can complete tasks faster, and in some cases better, than humans. Tasks ranged from writing emails, to composing song lyrics, drafting academic essays and everything in between. 

AI that can create new content, also known as generative AI, has faced its share of ethical concerns over the past months. If a chatbot can write articles and generate images in a matter of seconds, what will that mean for the humans who rely on these skills to earn a living? However, it needn’t be all doom and gloom. This technology holds the potentially to enable people to do their jobs better, faster and with greater ease.

In the B2B tech PR and communications industry, there are several ways that generative AI could revolutionise how we work. As an experiment, I asked ChatGPT: ‘’What are the top four ways that generative AI will change the PR and communications industry for the better?’’ This is what it said:

1. Media monitoring and outreach

One key area ChatGPT said it could help comms professionals is in monitoring and analysing media coverage more efficiently. It answered, ‘’Generative AI can quickly scan and categorise articles, tweets, and other social media posts, enabling PR teams to stay on top of the news and respond to emerging trends and issues.’’

The chatbot identified media outreach as another way to support PR teams, assisting them in ‘’identifying relevant journalists and influencers, quickly scanning databases of journalists and their previous articles, enabling PR teams to tailor their pitches to specific reporters and outlets.’’

2. Reputation management

Reputation management is another area of specialisation for PR professionals, which ChatGPT said it could enable them to do with greater ease. It stated, ‘’Generative AI can help PR teams manage their clients’ online reputation by monitoring social media and other online channels for mentions of the brand or key executives. This technology can quickly flag negative comments or reviews and provide insights into sentiment and key topics.’’

3. Crisis management

In a similar vein to the points above, ChatGPT said that its ability to quickly scan and monitor media trends can support comms professionals with managing a crisis. ‘’By monitoring social media and news sources, generative AI can assist PR teams in identifying emerging issues and responding proactively to mitigate damage to the brand’s reputation,’’ it wrote.

4. Content creation

Generative AI also has the ability to support with content creation by ‘’quickly generating press releases, blog posts, and social media updates, freeing up PR teams to focus on higher-level strategy and relationship-building activities.’’

Interestingly, ChatGPT revealed that, on its own, generative AI cannot replace the valuable time and effort communications professionals spend on strategy, planning, pitching and relationship building.  Additionally, while it can create content quickly, the content is not necessarily better in quality than what would be produced by an experienced comms professional.

This technology has the potential to enable teams to do their jobs faster and more effectively by drawing on data that already exists to help reduce manual processes. It’s clear that there is still much more on the horizon for generative AI and how it will change daily operations. For now, it appears that it will be an innovative way to help teams go above and beyond for clients, allowing them to focus the majority of their time on the aspects of our jobs that are most valuable – devising new and creative campaigns, as well as producing original, thought-provoking content that makes an impact.   

When we think of sport we think of athletes. Athletes that are at the top of their physical game, with abilities that simply defy the laws of gravity. Basketball fans have long admired Michael Jordan’s hang time, and the game of football has never been able to understand Cristiano Ronaldo’s headers which seem to stop time entirely. As we witness various industries digitally transform, the world of sport has not been left behind.

There has been a huge shift in technological advancement which has made it easier for athletes to optimise their performance and improve the experience for spectators at sporting events. Looking 10 years ahead, we can only imagine where the world of technology will take us in sport, but for now, we can marvel at the newest innovations of today which continue to change the pace of the game.

Team Jumbo Visma tearing up Tour de France – 2022

This year, Team Jumbo-Visma led the way, charging ahead of their components for the majority of the races. Jonas Vingegaard won the men’s race, and Marianne Vos claimed the green jersey for most points. Both riders were among the favourites for their respective titles, but one stark difference was the men’s team adopted the use of simulation to fully capitalise on the talent of Vingegaard, and winning the La Grande Boucle.

How does simulation play into this you ask? Fighting air resistance represents up to 90% of the energy spent by the athletes. Team Jumbo-Visma works with some of the best athletic aerodynamics experts in the world, using digital simulation to optimise performance through better aerodynamics. It consisted of solving vast, complex systems of equations with millions of unknowns to improve their performance. Simulation proved to be a pivotal cog in the winning machine!

Data driving football analysis and spectator engagement

Major Spanish football league, LaLiga has looked to its data architecture to better understand its players performance and importantly create a better more personalised experience for its fans. This is all being done through a lakehouse data architecture.

By combining the best attributes of a data lake and a data warehouse, the lakehouse is able to deliver better data management and performance through low-cost, flexible object stores. LaLiga has created a world where data informs almost every aspect of how sports are played and experienced. The data team at LaLiga uses data and AI for match statistics and in-play analysis, based on data from cameras in each club’s stadium. It allows data scientists at the clubs to perform pre- and post-match analysis and predict player injuries before they occur.

The future of technology in sport

There are many more advancements in tech which are changing the world of sport, but the best is likely yet to come. We’re on the cusp of a sports technology revolution with the global sports technology market being currently valued at US $17.9 billion and expectations to reach US $40.2 billion by 2026. However, some avid football fans would agree that VAR technology needs some work – depending on which side of a team you’re on!

As September approaches, the summer holiday season is almost over. It’s been great to get back to jetting off to exciting new destinations after a difficult few years for the travel industry. Yet as climate change dominates the headlines, many of us may be thinking more about the environmental impacts of travel than in previous years. Personally, I’ve been pondering whether travel tech could be the solution – let’s think this through together.

Climate concerns are soaring

Air travel is far from the most sustainable way to get from A to B for our summer holidays. Aviation represents 14% of greenhouse gas emissions produced in the EU. This may seem like a small figure, but when considering that rail only represents a 0.4% share, it’s easy to understand why planes are getting a bad rep.

The easy answer to this problem would be to encourage Europeans to take trains as a greener holiday transport method. A myriad of reasons blocks us from doing so at present, including a lack of continental standard for train manufacturing and an almost total absence of operators running trains across European borders. In short, pointing travellers to rail travel isn’t yet a viable option.

Whilst the EU continues its long and arduous journey to liberalising continental rail travel, climate change rages on. Record temperatures of 40.3°C were confirmed by the Met Office in July; an alarming development for all. Travel tech companies have responded with greener operations, leveraging the latest technology to ensure that people can still enjoy a summer break.

Travel tech in the airline industry

Whilst the UK’s beaches offer beautiful surroundings, if you do want to go abroad, chances are that you will be taking a plane. Thankfully, airlines are already making progress towards net-zero emissions goals, and innovations in travel tech are here to make flights even greener.

For example, Alaska Airlines implemented an AI-powered route optimisation tool. The software uses machine learning to assess a range of factors that affect the efficiency of a journey, such as air turbulence and weather conditions. If the AI finds a greener route, flight dispatchers are notified, and they make a final decision on if the recommended route should be followed. As such, safety is maintained at the same time as a more fuel-efficient route is created. It doesn’t get better than that!

Let’s go to the beach, beach, let’s go get away

Once you have arrived at your destination, you will need a place to stay. At present, accommodation accounts for around one fifth of tourism emissions. This may not sound like a lot, but if these emissions were wiped out, the industry would become 20% greener. That would certainly reduce the guilt burden for travellers.

The Sustainable Hospitality Alliance asks hotels to reduce their carbon emissions by 90% – how can travel tech support this endeavour? We can look to IoT devices for the answer. Smart hotel technologies, such as motion sensors for lights and occupancy sensors for air conditioning, can drastically reduce energy consumption. For example, a 2020 study found that implementing an IoT-enabled air conditioning system reduced daily energy usage by 20% during peak summer heat. Considering that this makes life easier for the user too, it’s a no-brainer.

Making travelling that little bit more guilt-free

While the industry still has a long way to go, travel tech is making strides when it comes to making our summer holidays more sustainable. If you’re a travel tech organisation that wants to shout about your commitment to a greener travel industry, get in touch!

Whilst June flew by in a flash of bunting, cakes and picnics in the park, it didn’t fall short on delivering yet more weird and wonderful tech news stories for us to sink our teeth into. Here are a few of my personal favourites:

Giving tech the human touch

Having children sound like too much responsibility? According to Catriona Campbell, babies that exist in the metaverse will be indistinct from those in the real world in 50 years’ time. Parents will be able to subscribe to a digital child that resembles them physically but exists entirely in a digital realm. These ‘Tamagotchi babies’ will be able to interact with their parents and have minimal cost and environmental impact. Will make nappy changes less daunting too I imagine!

From turning real life into tech to turning tech into real life, scientists have developed an artificial skin that gives robots the ability to have a sense of touch. This will enable them to ‘feel’ objects, as well as sense specific chemicals such as explosives.

Speeding towards a tech-driven future

If we move into the transport sector, a new fleet of driverless taxis have been given the go-ahead in San Francisco. With top speeds of 30mph you may not get to your destination in record-breaking speed, but this is certainly a huge step towards autonomous vehicles becoming the norm.

From cars to planes, NASA is nearing the test flight of its first all-electric aeroplane, which is due to take place next month. Instead of being powered by aviation gasoline, aircrafts would run on lithium-ion batteries. If all goes to plan, this could mark the beginning of a greener, cleaner and quieter aviation industry.

Rapid recoveries

Tech is also helping to treat people with life-changing injuries. Rehab centres all over the world are using computer games to aid in the recovery of serious illness. These games are designed to get patients to move instinctively by mimicking real-life scenarios, such as reaching for something in a kitchen cupboard.

This is only the tip of the iceberg when it comes to health tech news this month. A woman who was born with a birth defect became the first person in the world to receive a 3D-printed ear made from her own cells. Moving forward, scientists believe that 3D printing could be used to remedy other conditions involving cartilage for nose or knee injuries as examples.

A final farewell

And to conclude , I think it’s only right that we bid farewell to our dear old friend, Internet Explorer. It’s been a wild ride, and we wish you all the best in your retirement.

Want to hear more?

Save time on trawling the papers by signing up for our daily news roundup of the latest tech news stories.

May has been a month of innovation and continued regulatory shifts in the tech sector. It can be difficult to keep up with the endless waves of change (Elon Musk’s continual indecision over purchasing Twitter spring to mind for anyone?), but the Firefly team always havs our finger on the pulse. Here’s our lowdown on what you might have missed.

Artificial intelligence reaches new heights

It’s no secret that supply chain issues and the candidate crisis have plagued businesses significantly recently. But what if AI innovation could offer the solution?

A growing number of startups are applying AI technology alongside established logistics firms to help businesses ease supply concerns.  In the recruitment arena, AI is becoming an increasingly effective tool for hiring strong candidates. Google has even gone as far to develop almost human-level intelligence. Increasing efficiencies is always beneficial; we will certainly be tracking these developments closely.

Dialling back the power of big tech

As the power of AI innovation grows, so do the legal restrictions within the technology sector. The UK Government is set to introduce new competition rules for large tech companies, paving the way for innovation among smaller businesses.

When it comes to user safety, the discussion on the Online Safety Bill continues. Campaigners argue the current provisions do not sufficiently address violence against women and girls, showing that greater protections are needed. We’re also seeing a crackdown on Big Tech’s data collection, with the global central bank calling for individuals to be given more control.

These moves highlight greater oversight is needed over the sector to ensure that everyone can engage with technology safely and freely.

As virtual reality thrives, cryptocurrencies take a nosedive

June has been a less than ideal month for the crypto world, as several stablecoins crashed in a historic market collapse. Though, if anyone fancies a trip to Gucci’s US-based stores, rest assured you can use bitcoin to complete your purchase there, so it’s not all doom and gloom.

Finally, let’s not forget about the ever-expanding possibilities of VR innovation. Everyone’s favourite music streaming service is now on board, and even the sunny seaside city of Portsmouth has recently launched a VR centre, so that we can all get our fix whilst on our summer holidays.

Want to hear more?

Save time on trawling the papers by signing up for our daily news roundup of the latest news across technology and communications.

Other than losing an hour in bed, April has had a lot to offer: longer days, better weather, and chocolate moulded in perfectly shaped ovals! It’s also when it really begins to look and feel like summer; as the eternally optimistic people of Britain begin to emerge from their long hibernation in the hopes of experiencing the elusive phenomena known as sunshine. Time for this month’s tech news roundup!

The less optimistic folk have decided to flee the country in search of the sun. However, not every passenger has been successful in their pursuit of Vitamin D. Indeed, the news has been filled with travel horror stories as recovering airlines struggle to deal with chronic staff shortages. Those travelling to outer galaxies seem to have had an easier journey. April saw the first paying civilians blast off to the International Space Station as part of Elon Musk’s private space exploration service, SpaceX.

But, what if I told you that you could escape to another country or indeed a different planet without leaving your home? This could soon be possible, as some of the largest tech companies, including Meta and Epic Games, share more details of their vision of the metaverse.

While the infamous billionaire is primarily known for his adventures into space and the (slow) production of his high-performance electric vehicle, the Tesla, Musk has once again been the centre of attention in the media for his involvement in Twitter. This month it was revealed that he was the majority stakeholder in the social media platform, and is now even trying to buy it. I wonder if it was his idea to introduce a new ‘edit button’? Some of his tweets certainly need it…cough, cough…perhaps his tweet declaring that he wanted to take Tesla, private? Breaking SEC rules, and ultimately costing him his position as chairman of Tesla and millions of dollars in fines.

Twitter has largely managed to avoid controversy this month. However, the same can’t be said for some other social media giants or, indeed, Will Smith – talk about awkward! Facebook has been marred with a string of failures this month, which has included claims of failing to protect younger users, and accusations of spreading misinformation.

Once again, there has been little good news for the climate. Although, there have been some exciting advancements in the electric vehicle market. Honda is set to ramp up its production of electric cars with a $64billion budget and NASA has designed an electric car battery that can be charged in 15 minutes. When it comes to saving the planet, every little bit helps!

Enjoy the monthly weather chat, and of course the Elon Musk commentary? Sign up for our daily Firewire newsletter to get updates on top stories in the world of tech. 

Spring has finally sprung at Firefly HQ, with a few sunny days being enough to get our teams outside and enjoying all that our cities have to offer. We’re well into the first quarter of the year and the tech industry is continuing to thrive amidst the waves of geopolitical issues and legal challenges. Here’s everything you need to know from March.

Keeping up with regulatory change and legal protections can be tough in such an ever-evolving industry. We’ve seen multiple different approaches to prevent fraud, all the way from the heights of big tech cracking down on online scammers, to the day-to-day of dating app Tinder introducing criminal background checks on users. Giants Meta and Google were also in the firing line again, as governments in both the UK and the EU delving into their online advertising.

For those of us who want something a little lighter, social and streaming have, as usual, seen a number of adjustments in the last month. CNN has launched a new streaming platform – yay! At the same time, Netflix has increased its prices – boo! TikTok expanded even further to 10-minute videos, but I’m not convinced we have the attention span to avoid scrolling for that long. Discord had the proof for that, as when plagued by outages, it had to tell its users to go outside and focus on something else for a little while. Research even proves that we’re hooked on platforms, as nearly a fifth of young people are ready to take the leap to the metaverse.

We can’t ignore the more serious side of the news this month, with the tragic conflict in Ukraine resulting in a Russian tech brain drain, and the end to numerous financial tools and social media sites in the country. Innovation has also continued, with a new digital front line transpiring in Ukraine and facial recognition technology fighting misinformation.

On the brighter side of things, Wordle continues to dominate our daily routines, with a linguistics expert sharing her top tips. Maybe you can do Wordle while you’re waiting for a takeaway and split the bill with your friends, or one day even connect on the first ever gravity-powered infinity train.

Want to keep in the loop about all these developments and more? Sign up to Firewire, the daily tech and comms news roundup from the Firefly London team.

Some say that January feels like the ‘longest’ month of the year – and while that might not technically be true, it certainly went by in a blur. Now that February is done, we’ve had time to get in the swing of things and plan for the year ahead. People are shifting their focus away from the year that was, and thinking – what comes next?  

 The holidays have officially ended, Valentine’s Day has come and gone, and people seem to be looking to escape reality even further – stories about the metaverse, cryptocurrencies and other novel concepts dominated the headlines this month.   

For those worried about robots taking over, this might not have been the best month. February was characterised by developments in the Artificial Intelligence space, with scientists in Japan developing a robot child with the ability to convey six facial expressions. Research also revealed that in many cases, AI-created faces appear more trustworthy than the real deal. Humans are not skilled at distinguishing between human faces and fake ones, making it important for safeguards to prevent the circulation of ‘deepfakes’ online. 

 People can now go on dates in the metaverse, and McDonalds even announced that they plan to open restaurants there by registering trademarks in the virtual space. YouTube also revealed plans for 2022, introducing the idea of verifying NFTs and watching games in the metaverse. Disney appointed an executive to oversee its metaverse strategy, joining other big tech giants as they invest millions in the virtual world. 

There was, however, some worrying news from the metaverse, as experts raised concerns that violence and harassment are rampant, and steps should be taken to ensure that people remain safe when joining the virtual world. As Meta pivoted its strategy to the metaverse, the team hit a snag at the beginning of the month, with reports that they considered shutting down Facebook and Instagram in Europe if unable to process data from European users on US-based servers.  

The cryptoverse sparked conversation, as investors set their sights on ‘’altcoins’’ to power online games and worlds. Bitcoin attempted to reassert its dominance over smaller challengers in the crypto space. Reports indicated that some cryptocurrencies have an enormous carbon footprint and could be damaging to the environment, leading experts to search for eco-friendly methods of engaging in virtual trading.  

 Gaming news took centre stage this month. Reports from 2021 revealed that the UK video game industry is booming, with M&A investment hitting £1.9bn last year. Wordle took the world by storm, and fans were shocked when the game was purchased by the New York Times, potentially putting the ability to play the game for free in jeopardy. After Microsoft’s purchase of industry-leading gaming company Activision Blizzard last month, Microsoft pledged to play fair as it sought public approval on the $68.7bn deal. 

In futuristic health tech news, new technology is being trialled that enables paralysed people to walk again with an implant that mimics the away the spinal cord is activated by the brain. A medical trial being conducted on Australian sheep is also paving the way to help blind people see again through bionic eye technology.  

That’s it for February’s tech news roundup. Sign up for our daily Firewire newsletter to get updates on top stories in the world of tech.