NEW YORK — With the industry continuing to grapple with generative AI, Weber Shandwick has launched a new service aimed at promoting better understanding — and therefore use — of the technology among comms and marketing pros.

The AI Accelerator is designed to enable and empower communicators and marketers to accelerate the application of new generative AI tools, while educating users on the implications of AI in business, media and society.

The service includes working with CCOs and their teams on understanding AI opportunities and risks, developing pilots and prototypes and reshaping comms structures to incorporate AI into the workflow.

AI Accelerator is led by chief innovation officer and Weber Shandwick Futures chair Chris Perry and is backed by an AI consulting unit. Staff includes cross-discipline leaders with expertise in generative AI application, technical development and issues consultation and management.

“The transformative nature of AI requires communicators and marketers to undergo an equally radical shift — from talking and making predictions about AI to actively using AI and understanding it. Our AI Accelerator is all about application versus theory.” Perry said. “We’re partnering with clients, cutting edge healthcare innovators, blue chip professional services firms and non-profit organizations alike, to advance their unique generative AI journeys — strategically, ethically and empathetically.”