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Data is the lifeblood of communications campaigns. During the planning and execution phases, it can reveal everything from what audiences are interested in to how to target them more effectively. Afterwards, it’s invaluable for quantifying impact and identifying what worked (and what didn’t).
The problem is that parsing data is often difficult, tedious and time consuming. PR and comms professionals are expected to be able to interpret a raft of metrics, from simple ones like the volume of mentions to more nuanced ones like salience. This means diving into esoteric charts and graphs, cross-referencing multiple visualizations and then trying to synthesize everything into coherent reports. Doing all that can challenge even data scientists; for creative professionals who are unaccustomed to working with numbers, it can be a source of constant frustration. And it can lead to missed opportunities when crucial insights buried in visuals are glossed over.
What if generative AI could help? What if the same approach that people have become so familiar with recently—prompting artificial intelligence to generate text—could be applied to PR and comms data? What if generative AI could enable faster and better decision making by automating interpretation and putting all that information into easily understandable words?
Now it can. Signal’s new AIQ Summary feature harnesses the power of generative artificial intelligence to decipher metrics and deliver clear, concise synopses. With these in hand, time-poor PR and communications professionals can get out of the data weeds and focus on strategy.
AIQ Summary—a feature which is currently in beta—is integrated directly into the Signal AI platform. This means it layers artificial intelligence on top of artificial intelligence: AIQ, the pioneering brain that powers Signal AI, makes sense of millions of pieces of information each day and surfaces critical insights; generative AI then looks at these insights and delivers natural language interpretations of what it sees.
Crucially, AIQ curates only the highest-quality data and has been trained on categorization for over a decade. It can also compute correlation, providing clear insights for decision making. This means the generative AI summaries are being built upon a trustworthy foundation of intelligence.
To put the feature to work on a data set, users simply click “Show AIQ Summary” above a chart or graph.
Generative artificial intelligence will take it from there, delivering a short summary that not only describes the data, but also interprets what the numbers are showing.
Users can do any number of things with the summary text once it’s generated, from using it as a starting point for their own analysis to copying it to the clipboard—with or without the associated visual—and then pasting it directly into a presentation.
AIQ Summary works across many different types of insights, and can be reengaged when diving deeper into a specific area. For example, if a user switches from a weekly view of a particular insight to a monthly view, a fresh generative AI summary can be generated.
This is only the beginning. Just as generative AI is still in its early days, so too is AIQ Summary. Right now, it can already deliver easily digestible summaries that are trustworthy, accurate and actionable. In the future, it could evolve to tackle increasingly advanced analyses, providing richer context and identifying complex connections among different data sets.
Ultimately, AIQ Summary is the first step towards bridging a key gap between data and decisions. The feature puts metrics into words so that they can be more easily understood, shared and acted upon by creatives for whom data is not a first language. Over time, the technology behind those words should become more and more sophisticated, enabling PR and comms professionals to understand their audiences better, identify what’s driving shifts more quickly and craft more successful strategies.
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