THE FUSE

When Alexandru Voica, head of corporate affairs at the video-generation startup Synthesia, sent me a link this summer to the newest addition to their PR team, I was surprised. It was an interactive virtual avatar of him, trained to answer common press questions about Synthesia, like what it does and how it works. The day before, I was on a panel where PR people asked me if I minded pitches that used AI-generated text. But Alexandru’s avatar was beyond that — this seemed to me the final boss of using AI in PR.