Essential questions for choosing the right AI solutions in communications

As AI continues to shape our future, organizations are consistently exploring how to best integrate AI tools into a marketing and communications team’s day-to-day in a way to invite new ways of working without causing crippling disruption.

Though improving, many teams still report barriers when adopting these tools. According to a recent survey, 67% of communication professionals cite the team’s ability to use AI technology effectively as a significant barrier, while 77% struggle with the complexity of integrating new systems with their existing environments.

Key challenges to AI adoption in communication teams

One significant challenge is that PR and communication teams often lack a reliable, objective source for evaluating AI products tailored specifically to their needs, forcing them to seek costly outside help. Additionally, many team structures aren’t designed to quickly assess and act on AI adoption decisions, causing delays that may hinder their ability to stay current in the rapidly evolving landscape.

Five key areas for evaluating commstech AI providers

1. Data Security and Quality

• How secure is my data? Ask about encryption protocols, data handling practices and compliance with industry data security standards.
• Which generative AI providers are used? Knowing which platforms are integrated helps assess capabilities and potential risks.
• How frequently do you run smoke tests? Regular smoke and penetration (pen) testing is essential for data security.
• How do you manage user permissions? Ensure user roles and permissions are manageable to prevent unauthorized access, especially if SOC compliance is needed.
• How often is your data refreshed? Confirm how often data is refreshed and cleaned. Daily? Weekly? Hourly?

Summary: Choose a provider that ensures strong security protocols, reliable data sources and adherence to data governance standards to protect sensitive information and meet regulatory requirements.

2. Adoption: Integration and support

• How can the solution integrate with our existing tech stack? Seamless integration minimizes disruption and allows the product to enhance current workflows.
• What is your onboarding and training process? Effective onboarding and training are essential for user adoption and smooth implementation.
• What is your post-purchase support? Look for dedicated support, such as account managers or customer success teams, for ongoing assistance.
• What are successful training practices for my staff? Insights into other customers’ training approaches can prepare your team for a successful rollout.

Summary: Providers that offer comprehensive onboarding, ongoing support and open communication will help your team overcome adoption challenges.

3. Technology’s unique benefits

• Who do you compete with? Understanding competitors and differentiators helps reveal the product’s unique strengths and any potential trade-offs.
• What are your product limitations? Awareness of common challenges can help set realistic expectations.
• What are examples of success? Request specific examples to see how the tool benefits similar businesses.
• Can you share usage patterns? Insights into high- and low-usage patterns can guide effective adoption strategies.

Summary: Providers that are transparent about their product’s strengths and limitations, and can demonstrate successful use cases, are better positioned to meet your needs.

4. Transparency and terms

• Do you share product roadmaps? A product roadmap shows the provider’s commitment and transparency.
• Do you provide clear pricing and trial options? Ensure clarity around costs and whether fees adjust based on usage. Full-access trial periods are common and should be inquired upon.
• Do you offer Indemnification? Check if the provider offers indemnity for using generative AI technology to protect against unforeseen risks.

Summary: Providers who prioritize transparent, fair terms are well-suited for long-term partnerships.

5. Questions to ask your own team

To ensure effective adoption, discuss internally:

• What are our goals for using this AI tool?
• Who will oversee the tool and manage provider communications?
• Is IT and legal aligned with this adoption?
• What metrics will measure the tool’s value?
• How will we communicate our experiences internally?

Summary: No one knows your needs better than you do. Taking time to clarify these questions will help you find a suitable provider and the best plan.

By asking the right questions, you protect your organization, your team and your clients — so don’t hesitate to inquire deeply. If you have further questions or need additional guidance, PRophet, launched in 2021, is here to help you prepare for the future of AI in communications. Through tackling difficult challenges, we have developed a suite of safe, high-performance, and predictive AI products. Using this expertise, we’re happy to offer guidance to help inform your technology choices for 2025 and beyond.

Please reach out to us for more insights at sales@PRprophet.ai and join us Friday, November 15 at Ragan’s Future of Communications Conference to learn more during our session on “Unlocking the Future of PR: Selecting the Right AI Tools for 2025.”