Strana 18
WHAT IS THE ROLE OF RELATIONSHIP CAPITAL IN THE AGE OF AI? – PRAM Consulting s.r.o.
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Relationship Capital is
therefore not an alternative
to technology—it is its
essential foundation. The
more AI systems mediate
access to information,
the more valuable trusted
relationships, credible
sources and astrong, long-
term reputation will become.
The future of PR will belong
to organisations that build
the most trusted networks of
relationships and sources—for
both people and AI.
RELATIONSHIP
CAPITAL
AS
ACOMPETITIVE
ADVANTAGE
Generative AI is dramatically reducing both the cost and time
required to create content. As a result, content itself is becoming
an increasingly accessible commodity. What is gaining value
instead are the assets that cannot be generated in seconds:
trust, reputation, expertise and long-term relationships. This is
why Relationship Capital is emerging as one of the most valuable
intangible assets an organisation can possess.