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Cristian Rennella is a featured contributor to The Definitive Guide to Public Relations in a Shifting Media Landscape.

Here's the complete contribution:

After nine years of work, I can assure you that the future of public relations will be dominated by Artificial Intelligence (AI).

Even in our company, we are already using it through the TensorFlow Google platform that allows us, through Deep Learning, to know in real-time the trends and changes of opinion of our users and the general public by studying social networks and news in public media.

In the coming years, it will be AI that allows public relations professionals to make decisions in a timely manner and even to prevent any future problems.

Since we started using AI in our area, we have been able to reduce our response time by 34.1 percent, helping to improve our message and public presence in the nine different countries in which we work.

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