The University of Florida College of Journalism and Communications has released its first annual report on public relations research trends.

University of Florida College of Journalism & Communications White Paper

Machine learning and artificial intelligence technologies are expected to be more disruptive to marketing and communication than the explosion of social media, helping organizations automate campaigns and create “hyper-personalized experiences,” according to the report.

Influencer marketing is seen as a way to rise above today’s environment of information overload and create brand advocates and storytellers.

Millennials are moving up the corporate chain and taking on managerial roles so understanding this generation’s behavior and perspectives is critical for both organizational development and message effectiveness.

“These trends reflect a few ideas about what public relations and communication researchers can explore and study in 2017,” said report author Sarab Kochhar, director of applied research at the College and director of its online Master’s in Public Relations and Communication Management.