How Will PR Change in the AI-Native Era? Takayuki Fukatsu Appointed as “AI Relations Advisor” & “AI Dialogue & Relations Team” Established

As the evolution of AI progresses at a remarkable speed, the nature of society, the way we work, and the forms of communication are all on the verge of significant change. In this environment, the SUNNY SIDE UP GROUP views AI not as a “threat” but as a “new partner.” On November 6, 2024, the group established a specialized team, the “AI Dialogue & Relations Team,” to explore a better relationship between AI and humans.

At the same time, Takayuki Fukatsu—CEO of the creative firm THE GUILD and CXO of note inc.—was appointed as the “AI Relations Advisor.”

Together with Mr. Fukatsu, a leading expert with a deep understanding of AI philosophy and technology, our group aims to explore collaborative workflows with AI, exchange opinions on the latest information, and redefine and communicate the value of PR and communication in the AI-native era.

In this feature, Shinnosuke Iwasaki—Executive Officer of SUNNY SIDE UP and a core member of the “AI Dialogue & Relations Team”—spoke with Mr. Fukatsu about the background behind the team’s establishment and its future prospects.

Building a Relationship of “Mutual Trust” with AI

— First, I would like to ask Mr. Iwasaki. Could you tell us about the background behind the launch of the new “AI Dialogue & Relations Team”?

Iwasaki: The evolution of AI has accelerated over the past year or two. Conversations about “how to utilize AI” are constant around us. However, what we want to prioritize moving forward is not just using AI as a “convenient tool,” but rather the perspective of understanding AI and “building a relationship of trust.”

Shinnosuke Iwasaki, Executive Officer, Director of 4th Division, and member of the AI Dialogue & Relations Team at SUNNY SIDE UP

As the term “Public Relations” suggests, the essence of PR is building “relationships” between people, and between companies and society. In the AI-native era that is certain to arrive, I feel that human communication skills and the ability to give form to trust will be questioned more than ever. Based on this idea, I wanted to work alongside a leading expert in AI utilization while learning together, so we established this specialized team and reached out to Mr. Fukatsu.

— Why did you reach out to Mr. Fukatsu?

Iwasaki: Since we have been close for some time, I was well aware of Mr. Fukatsu’s expertise in generative AI, including his “Fukatsu-style prompts.”

As we move toward a society where AI becomes the basis for all kinds of decision-making, I wanted to work with Mr. Fukatsu as someone who can discuss and communicate how to maximize the use of human relationships and how to live in a more human way.

— What kind of activities are you planning for the team?

Iwasaki: The world of AI is truly a series of daily changes, to the point where yesterday’s common sense may not apply today. That is precisely why an attitude of continuous learning through dialogue with AI is essential.

The “AI Dialogue & Relations Team” operates on two pillars: “understanding AI” and “communicating to society.” We want to support our clients and partners in building better relationships through AI while sharing new insights with them.

— Mr. Fukatsu, what was your impression when you first heard about this?

Fukatsu: My first impression was frankly, “This will be a learning opportunity.” The theme of “the nature of PR in the AI era” is something that society as a whole is just beginning to explore. Rather than me providing advice, I hope to learn many things from everyone at SUNNY SIDE UP myself.

Takayuki Fukatsu, AI Relations Advisor at SUNNY SIDE UP, CEO of the creative firm THE GUILD, and CXO of note inc.

When people hear “AI,” they generally have a strong impression of tools like ChatGPT. I think it feels like asking ChatGPT instead of searching on Google.

However, I am looking a bit further ahead to society in 2030, and I believe that by then, AI will not just wait for human instructions but will propose and act on its own. In other words, it will be an era where AI operates autonomously as a highly capable agent.

In such an era, what will become truly important is the value of social capital—”who you have built what kind of relationship with.” In that sense, I am excited about the possibilities and my own learning from thinking through these issues with SUNNY SIDE UP, who are professionals in social capital.

— Social capital—meaning “human connections” and “trust.”

Fukatsu: Exactly. For example, if it is just about writing beautiful prose, everyone will be able to do that by utilizing AI.

On the other hand, the value of social capital will be found in things like being able to call a prominent figure in the business world or an industry leader for a direct interview. Aspects such as “who you can ask for an interview” or “who trusts you” cannot be replaced by AI. I believe a time will come when the value of human relationships is re-evaluated not just in the PR industry, but across society as a whole.

In an era where AI is widespread, paradoxically, non-AI elements such as “uniquely human creativity and empathy” will hold great value.

An Era Where AI Becomes a Stakeholder

— How does the situation of AI utilization in Japan compare to overseas?

Fukatsu: Regarding AI, Japan is fundamentally lagging behind. In particular, adoption by private companies is slow.

One factor is that Japan is not an English-speaking country, but there is also a corporate culture unique to Japan that tends to put things on hold, with attitudes like “we won’t use it unless it’s absolutely error-free” or “we won’t introduce it unless the security is perfect.”

However, since latest technologies like AI are basically things where early adopters reap the benefits, postponing is the biggest risk of all.

Iwasaki: The reason we believe we must keep a close eye on the world’s cutting edge is that we need to deepen our understanding so we can lead our current clients and partners in terms of AI introduction, utilization, and even communication methods.

Even if a partner communicates something wonderful, there will inevitably come a time when they hit a wall because AI does not understand or use that information in its responses.

To properly deliver value and appeal to the audience, it is important for us to understand AI ourselves and be conscious of disseminating primary information that is trusted by AI. I believe that is precisely our job.

— How do you see the future relationship between AI and society?

Fukatsu: We are currently in the midst of a transition from search engines to “AI that answers questions.” In a little while, AI will start making proposals.

AI will autonomously handle complex tasks and act like a partner, saying things like, “You should prepare this for next week” or “I have organized this information for you.” When that happens, “how AI sees us” will become more important than “how we interact with AI.”

In other words, how AI evaluates a company will influence the trust structure of society. AI will become one of the new stakeholders for society.

Iwasaki: That is exactly what we are focusing on. Designing how AI perceives and introduces a company or brand will be the work of PR in the future. Delivering “trusted information” to AI requires “Dialogue,” and the “Relations” that result from it.

— So the team name “Dialogue” and “Relations” reflects those thoughts.

Iwasaki: Yes. It is based on two pillars: deepening mutual understanding with AI and strengthening human-to-human relations even in the AI era. Building trust in society through AI—that is the direction we are aiming for.

Fukatsu: The more things are streamlined by AI, the more the value of non-AI elements like “chance encounters” and “real-world connections” will increase.

Iwasaki: Actually, our company has many star-level PR professionals who, even if they are not publicly known by name, have connections that transcend industries and generations. By making it possible to share that experience and network more openly, a cycle of trust that AI cannot create will be born. I believe that is the evolved form of PR.

Making AI an Ally, Not a Threat: What Lies Ahead for PR

— As we enter the AI-native era, many people feel anxious about what will happen to their jobs. What are your thoughts on that?

Fukatsu: It is only natural to feel that AI is a threat. However, AI is not something that replaces us; it is like a subordinate or a teammate.

In a few years, we will be in an era where anyone can have multiple “highly capable remote subordinates.” What will be needed then is leadership—the ability to nurture and lead AI. In other words, we are entering an era where “team management skills” for the AI-native age will be tested.

Iwasaki: That is exactly the same as the essence of PR. Designing the relationships between people and AI, AI and society, and companies and consumers. I believe that will be the role of PR moving forward. Not just mastering AI, but how to create value together. I want to explore that challenge with Mr. Fukatsu and this team.

— To connect “trust” in the AI era, how do you want to spread SUNNY SIDE UP’s challenge to society?

Iwasaki: I want those individuals and organizations who feel that “AI seems difficult” to take that first step. When we switched from flip phones to smartphones, we might have been confused at first, but before we knew it, they became central to our lives. AI is the same. I think the process of learning how to use it will lead to new discoveries.

Fukatsu: As AI becomes widespread and more parts of our work are streamlined, the value of “humanity” will continue to rise. The key for the future is how to refine the parts that AI cannot do, such as empathy, storytelling, and physical experiences.

The work of PR is at the very forefront of that. As a partner in the AI era, I want to expand the challenge of connecting trust between people and AI, starting with our efforts at SUNNY SIDE UP.

AI is no longer just a tool; it is becoming a “colleague to work with.” In this trend of the times, SUNNY SIDE UP aims for a “future where people and AI are bound by trust.”

The first step is this “AI Dialogue & Relations Team.” By combining the power of PR with new AI-native communication, our team will work to create “fun excitement” even in the AI era.