2211 - 利用生成式人工智能和 watsonx.ai 革新公关媒体分析.pdf

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1、Orlando,FLOctober 69IBM TechXchange 20252211Transforming PR Media Analysis with Generative AI and watsonx.aiDora Rategorac Dora DoljaninHNB,Associate IBM,AI EngineerTransforming PR Media Transforming PR Media Analysis with Analysis with Generative AI:Generative AI:Smarter Search,Deeper InsightsAgend

2、a010203040506Client BackgroundMain ChallengesProject ScopeMethodologyDemoBenefits&OutcomesIBM TechXchange|2025 IBM CorporationWhy this project?Utilize the power of Generative AIto bring tangible value Start with lesssensitive,public dataTake advantage of the abundance of data to drive insightsUse do

3、main expertsupport fromCommunication AreaIBM TechXchange|2025 IBM CorporationHow to improve PR Analysis?Identified Challenges:Multiple media sources:NewspapersInternetTVRadioFragmented and unconsolidated dataSmall PR team with limited capacityIrrelevant or off-topic media coverageManual review proce

4、ss with no search capabilities is slow and difficult to scaleTime-consuming review processeach document must be read individuallyIBM TechXchange|2025 IBM CorporationAs-Is scenario&key challengesTime-Intensive Workflows:Manual review of each media article or mention consumes significant time and reso

5、urces.Limited Search Capabilities:The absence of a search function makes it difficult to quickly locate relevant information.Low Scalability:As media volume grows,the manual process becomes unsustainable for a small PR team.Data Fragmentation:Media content arrives via email and spans multiple source

6、s and formats(print,online,TV,radio),with no centralized database.Inconsistent Relevance:Some portion of content is unrelated to the company or its areas of interest.IBM TechXchange|2025 IBM CorporationPilot overview and timeline3 February 3 February 28 28 February 2025February 2025-Analyze existing