When entering the world of AI solutions, it is crucial to carefully select partners for success. AI partnerships offer numerous opportunities for all parties involved. While priorities may shift over time, agencies can explore new businesses and startups can capitalize on emerging opportunities.

Recently, PRWeek’s Crisis Comms Conference in Washington DC focused on the challenges communicators face, prompting discussions on the role of AI technology providers. On stage and in conversations, the ability of these providers to create effective tools for communicators was a hot topic.

During this nascent stage of AI development, in-house teams, tech providers, and PR agencies are forming important partnerships. However, the landscape is constantly changing. Communicators need to understand the true potential of AI and cannot navigate this landscape alone.

Some tech providers offer their services to anyone interested in purchasing the technology. While this can be suitable for tech giants with ample resources, smaller companies may benefit from partnering with startups to create and market new services. For example, Weber Shandwick partnered with Blackbird.ai, and BCW collaborated with Limbik to offer innovative solutions.

These partnerships have limitations but also provide benefits for all involved. Tech companies can add prestigious clients to their roster, while agencies can enter new business areas without significant investments. As technology evolves, priorities and focus will inevitably shift.

As AI technology advances and becomes more practical, the dynamics of partnerships will change. Agencies may need to seek new solutions, while in-house teams could take on more responsibility in AI operations. Adaptability and flexibility will be key as the AI landscape continues to develop.