Bring on the AI overlords: from a content marketer
Artificial intelligence (AI). Just saying the words invokes visions of an apocalyptic future teeming with deadly machines like The Terminator or even software like The Matrix’s Agent Smith. At least that’s the dystopia the scaremongers are peddling. If the latest hype is anything to go by, AI will not only change life on earth as we know it, it will probably take your job too.
As an editor, content marketer and millennial, it appears my head is on the chopping block. Gartner predicts that by 2018, 20 per cent of business content will be authored by machines, and many are speculating that journalists will cease to exist. Add Elon Musk comparing AI to a demon, and even I’m spooked.
But I won’t pack up my desk just yet. Here’s why.
We’re surrounded by AI
Let’s be honest: this is nothing new. Artificial intelligence, machine learning and automation have been around for quite a while, and we’ve all been targeted by Facebook’s AI-applied targeted advertising and subject to Google AdWords’ AI-powered, automated bidding for years.
Your top picks on Netflix? AI technology fuels its recommendation engine. Apple’s personal assistant, Siri? She’s machine learning to better predict, understand and answer your questions. Google? Depends on AI to rank your search results.
But the machines haven’t taken over yet. Despite it trickling into everyday life, AI is still in its infancy. Instead of conjuring images of alien robots, we should really think of the technology as a baby Bicentennial Man in nappies – waiting for us to teach it.
AI is growing up fast
To be useful for content marketing, AI needs a mammoth amount of fresh, structured data.
Its power lies in its ability to analyse large data sets to reveal patterns and trends. Feed it enough high-quality data and it will be able to predict share prices or a human’s lifespan and, in some cases, even write content.
Natural language generation (NLG) is a type of AI software capable of producing coherent, readable text. NLG robo-journalists are already creating basic sports content and corporate earnings reports. But, as smart as it is, NLG isn’t truly independent – it needs very specific data sets and templates before it can write, and it can’t create anything genuinely new.
Still, that doesn’t mean we can’t use the technology. In the realm of content marketing, AI can gather, sort and make sense of oceans of data – something the industry is swimming in.
AI: Spotting trends, making predictions
Ask any marketer and they’ll tell you they’re ‘data driven’.
Sure, we’re data driven. We look at engagement metrics to tell us what’s working, and change things accordingly to make them work better and inform future decisions. But it’s generally retrospective.
A lot of what we do is still based on instinct. We still speak to real people. We still search online to understand what people are asking. We still study search volumes.
What we need is the ability to predict something before it needs to be changed. This is where the opportunity for AI is in content marketing right now.
Exciting stuff for a content marketer working in a media and data intelligence business. We’re already using our own AI to process seven million news items every day, at a rate of 234 stories per second.
With that much data, our software can make strong recommendations about what type of content we should be creating, and for whom. As it evolves (and learns), it should be able to spot trends and patterns early, informing communications strategies and helping businesses to maximise opportunity and minimise risk.
Humans and AI, living together
AI and predictive analytics will help content marketers understand who they should be talking to and what they should be saying, but it’s up to us to create the content.
AI relies on human data and intelligence to function and learn. At least for now, this is where its limitations lie.
Humans are still needed to create original work that connects with its audience at an emotional level. To completely replace a writer or content marketer, AI would need to have an opinion, think abstractly, be curious and show emotion.
So, while your inbox might be full of propaganda alluding to our impending cyberdoom, we’re not there yet.
However, we shouldn’t be naïve, as the way we work is being transformed. To stay in the game, we should spearhead the change rather than hiding in the corner.
I for one welcome working with our new robot overlords, and I urge you all to join me. As the machine said, “Come with me if you want to live.”
Disclaimer: This article was not written by a robot.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
The immediate challenge is not killer robots, its job replacement. If individuals are automated out of jobs, the future for society is bleak.
Computers can already take orders, fold clothes and even drive cars, but where to from here?
The robots are coming. Although often spoken of in future tense, the truth is machine learning is well and truly here. Without realising, consumers interact with ‘smart’ technology at almost every touch point; from robotic vacuums to facial recognition technology, artificial intelligence (AI) is helping to complete tasks faster, cheaper and – sometimes - more effectively than ever before.
In an economy that’s driven by speed and efficiency, it should come as no surprise that a computer’s ability to communicate at a trillion bits per second is favoured above the human capability of about 10 bits.
McKinsey recently reported that 40 per cent of work tasks can be automated using existing technology, prompting everyone from factory workers to lawyers and accountants to consider the threat of being replaced by robots as not just inevitable, but imminent.
For technologists, we are witnessing first-hand how this emerging field is transforming the companies we work for.
In my work at Isentia, we use machine learning to process seven million news items each day. Not long ago this was a task relegated performed solely by humans with the mind-numbing task of flipping through newspapers in search of stories that might relate to a client.
We have a duty to empower those around us to learn everything they can about what their job may evolve into in order to become the very best man-machine partner possible.
Today, machines trawl video, audio and digital content across over 5,500 new sites at a rate of 234 stories per second and present meaningful summaries to clients in real-time.
Whether a story breaks on Twitter and then spills across news platforms and onto television and radio, machine learning can track and analyse how a story evolves with 99 per cent accuracy.
While AI is revolutionising the way that we work, the impact is far greater for those in the tech industry.
In our mission to develop software that can learn complex problems without needing to be taught how, the success of the AI industry ultimately comes down to technology professionals: our ability to automate, and the pace at which we expand the field of machine learning.
With an annual growth rate of 19.7 per cent percent (predicted to be worth $15.3 billion by 2019), it’s safe to say our foot is well and truly on the pedal. While this relies greatly on our technical capabilities, it is something that challenges many of us ethically: what set of values should AI be aligned with?
Two of the greatest technologists of our times, Elon Musk and Stephen Hawking, have spoken about both the potential benefit and the harm that an AI arms race could deliver. An eradication of disease is not unfathomable, but nor is a threat to humanity. They hold grave concerns as to whether or not robots can be controlled against misuse or malfunction.
While thought provoking, the immediate challenge is not killer robots, it’s job replacement. Employment may not seem like an ethical problem, but if individuals are automated out of jobs, the future for society is bleak.
While the phrase ‘Thank God it’s Friday’ has forged its way into the 9-to-5 vernacular, for most people, jobs create a huge sense of personal and professional satisfaction… not to mention a means to pay bills.
An apocalypse might be somewhat melodramatic, however I do agree that it is important to consider just how closely we should merge biological and digital intelligence.
Computers can already take orders, fold clothes and even drive cars, but where to from here? It’s both exciting and terrifying. The last time we experienced a revolution like this was in the early 1900s when cars, telephones and the airplane all emerged at once.
Contrary to the hype, there lies an enormous opportunity for humans to work with artificial intelligence, not be replaced by it.
Make no mistake: at some level every job can be carried out by a robot. But there are certain jobs, particularly in technology, that require decision making, planning or coding software.
While computers do a brilliant job of executing well-defined activities - such as telling us the fastest route to get from home to work - it is safe to say that humans are an essential component of goal setting, interpreting results, humour, sarcasm and implementing common sense checks.
The most difficult jobs to automate are those that involve managing and developing people. While in this industry most of our jobs are safe (for now), we should heed the advice of Musk and Hawkings and protect those outside our field by proceeding with caution. How then to facilitate human and robots working together harmoniously without the workforce morphing into cyborgs? The secret is to not sail out farther we can row back.
As technologists, we also have a duty to empower those around us to learn everything they can about what their job may evolve into in order to become the very best man-machine partner possible. It's the best, and most ethical, way to prepare for the inevitable advent of AI.
First publish in CIO New Zealand
Andrea Walsh, CIO
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Blog
It’s time to slow down the AI arms race
Computers can already take orders, fold clothes and even drive cars, but where to from here?
If there’s one topic Australians never tire of debating, it’s housing. Whether it’s at the pub, around the dinner table, or dominating headlines, property prices, rent hikes and the “can I ever afford a home?” questions are constant fixtures of the national conversation.
But let’s be honest—rising house prices aren’t new. What is changing is how the conversation is evolving, who’s shaping it, and which narratives are starting to stick.
Using Lumina’s Stories and Perspectives, we analysed 19 stories and over 50 perspectives across a 30-day period from 15 March to 14 April 2026 to understand what’s actually driving the housing narrative in Australia right now—and why it matters.
Which are the stories shaping conversation and who's driving it?
▸Housing Supply and Affordability Divide — Analysts and economists link supply shortages directly to soaring prices. Cities that built more homes saw far less price growth.
Key drivers: Gerard Burg (Cotality), Peter Tulip (Centre for Independent Studies), Australian Associated Press
▸Tax Reform Debates Heat Up Ahead of Budget — 14 competing perspectives. Advocates say reforms are essential for fairness; the property industry warns they’ll push rents up 30%.
Key drivers: Anthony Albanese, Jim Chalmers, Angus Taylor, Housing Industry Association, Saul Eslake
▸Grattan Institute Connects Housing to Democratic Trust — A major report argues that the housing crisis is eroding public confidence in democracy itself.
Key drivers: Aruna Sathanapally, Grattan Institute
Australians make housing supply the biggest story
This perspective was 100% of the coverage of this story and generated 85 media items, making it the most widely covered story of the entire period. The main insight is the public drawing a direct line between housing supply levels and property prices across Australia’s capital cities.
Perth and Brisbane, where home construction has lagged well behind population growth since the pandemic, have seen property values surge massively. Meanwhile, Victoria — which built a proportionally higher number of new homes — saw less growth, compared to the national average.
It ran everywhere from PerthNow to regional papers across NSW and Victoria. The fact that the Australian Associated Press syndicated the data meant it hit dozens of outlets simultaneously.
The key drivers are property analysts Gerard Burg from Cotality and Peter Tulip from the Centre for Independent Studies. Both are pushing the same message. If you want to fix affordability, you have to fix supply. Their proposed solution is liberalising zoning laws, particularly in NSW and Victoria, to allow more homes to be built faster.
Why does this matter for communicators?
This story had the widest media footprint of the entire period, reaching outlets from The West Australian to regional mastheads across the country. If your organisation operates in housing, property, or urban planning, the “supply-equals-affordability” narrative is now firmly established in public discourse, and therefore, your messaging needs to account for it. Audiences know of the supply argument before, and with experts aligned on the issue, it’s harder for policymakers to dismiss it easily.
It’s also worth noting how the analysis around who the key drivers are adds a layer traditional media monitoring might miss. The AAP’s role as the primary distribution channel meant this story reached dozens of the bigger mastheads like PerthNow and The West Australian and hyperlocal outlets like the Cobram Courier and Benalla Ensign, simultaneously. For communicators, this distribution pattern indicates that a story has penetrated both metropolitan and regional audiences, making it impossible to dismiss as just a capital-city concern.
Tax reform rebates are the most contested story of the month
The housing tax reform debate was the most contested generating 14 distinct perspectives across 23 media items becoming by far the most multi-sided story of the month. However, the top three perspectives were the most interesting to look at considering how disputed the opinions of either side are and sit at the highest level in the government.
At the centre of it is the Albanese Government’s consideration of reducing the capital gains tax discount and limiting negative gearing ahead of the May budget. The country is essentially split down the middle on this one.
Perspective 1: This made up for 34.8% of the story coverage. Prime Minister Anthony Albanese, Treasurer Jim Chalmers, and housing advocacy group Everybody’s Home are arguing that the current system unfairly benefits wealthy investors while locking out first-home buyers. Economist Saul Eslake backs this view. Together, they account for about a third of the story’s total coverage.
Perspective 2: This had an equal share in coverage at 34.8% of the story. Opposition figures Angus Taylor, the Housing Industry Association, and Victorian Libertarian Party Leader David Limbrick are warning that scrapping these tax incentives will scare off investors, shrink rental supply, and push rents up by as much as 30%. They command an equal share of the conversation (Herald Sun).
What’s interesting is what sits beneath these two dominant perspectives. A third angle that was 17.4% of the story coverage was driven by Chalmers and Greens Senator Nick McKim, frames the whole debate as a question of intergenerational fairness. And then there are the young “rentvestors” who rent where they live but own an investment property elsewhere. They’re worried about getting caught in the crossfire of changes that weren’t designed with them in mind (Australian Financial Review).
Trust is eroding in the Australian democracy — and housing is the problem
The Grattan Institute released a report warning that trust in Australian democracy is under pressure, and housing is one of the reasons why. This soon became the second biggest story, generating 58 media items.
Led by Grattan CEO Aruna Sathanapally, the report argues that persistent inequality, including the housing affordability gap, is eroding the social contract between citizens and government. The report explicitly names the housing crisis as one of the major unresolved challenges fuelling public disillusionment. Sathanapally is the key driver of this story, commanding over 93% of its coverage. Her influence matters because she’s reframing housing as something bigger than an economic problem. She’s positioning it as a threat to democratic stability. That’s a powerful narrative shift, and one that gives housing advocates a new way to make their case.
For anyone in public affairs or government communications, this connection between housing and democratic trust is worth watching. It’s the kind of framing that can reshape how policymakers prioritise the issue.
Know which side of the debate your audience sits on: The tax reform story alone has 14 perspectives. If you’re crafting messaging around housing policy, understand which perspective your stakeholders identify with and who they consider a credible voice. A one-size-fits all approach might not work.
Follow the key drivers, not just the headlines: The unexpected pairing of Greens Senator Nick McKim with Treasurer Chalmers on intergenerational fairness suggests this issue is cutting across traditional party lines in ways that could reshape coalition dynamics. Meanwhile, the "rentvestor" audience represents a politically orphaned group that neither side of the debate is referencing or considering, making them a potential swing audience whose concerns could quietly shape how any reform actually lands.
Watch the emerging narratives: One Nation’s growing support, the “rentvestor” demographic, and the connection between housing and democratic trust are all stories that could become dominant in the months ahead.
What does this tell us about the Australian housing conversation?
It’s not a new crisis anymore. It’s a nationally entrenched issue that is now being addressed by the public by way of debates along with policymakers and experts at the highest government level. These debates are on solutions, trade-offs and fairness. The conversation is much more sophisticated where audiences are not just talking about “prices being too high”, but discussing supply, investments, short term relief vs long term reform. What’s also essential is to look at the key drivers or the key voices driving the top narratives. From economists to policymakers to advocacy groups, the voices gaining traction are influencing how the issue is understood and what solutions feel viable. Understanding not just what’s being said, but who is driving the conversation and why it’s resonating, is becoming critical for organisations looking to engage credibly. That’s where Lumina’s Stories and Perspectives comes in, helping you move beyond headlines to uncover the narratives and voices shaping the issues that matter most.
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Blog
What’s really driving Australia’s housing conversation right now?
Explore how housing in Australia has become a nationally entrenched issue where audiences participate in shaping conversation as much as the policymakers.
The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.
Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters.
“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group.
“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”
Setting a new standard for PR intelligence
Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.
Lumina enables communicators to:
Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.
In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.
Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:
Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.
"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."
The Lumina Roadmap: AI tools for the future of comms
The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.
The full Lumina suite will soon incorporate:
Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.
Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .
Complete the form below to register your interest.
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Blog
Announcing Lumina: The purpose-built AI suite for PR, Comms, and Public Affairs
An intelligent suite of AI tools trained on the language, workflows, and realities of modern public relations and communications.
