Let’s face it. Artificial Intelligence (AI) has a reputation issue. It’s like mathematics to many a PR or communications undergraduate - mysterious, complex, and even feared.
Whether you’re a storyteller, a PR person, a copy writer, a marketeer or a content creator, AI will continue to impact our craft. It’s being integrated into every platform that we work with. Our clients or employers are adopting it in spades. The uptake of Chat GPT and the new Bing which produces, amongst other things, people-like language and syntax will only speed up its adoption in content and communication.
You have two choices; see it as a threat or like we do -- a technology to help you work smarter, better, and more creatively.
1. Be curious not fearful
Instead of assuming AI will replace creativity, be open to how AI can supplement your work. The key lies in adopting a mindset of curiosity, neither expecting the worst nor the best outcomes. Brew a coffee, uncork a wine, or fill up your water bottle and take the time to play around with AI-powered platforms and apps to see what they can do for you. Have fun.
2. Know thyself
We all have strengths and weaknesses. Figure out where AI can help you do better. Have trouble starting? Ask Bing or Chat GPT for a first draft. Need some newsletter templates that work with existing brand guidelines? Try Canva’s ‘start from media’ templates. Not sure about the latest international journalist reporting trends? Get onto @Muck Rack, @Cision, @iSentia, or your local media monitoring service. Balance your talents.
3. Better brainstorming
Some days creative sparks just don’t fly. When this happens, we combine AI-generated insights with personal and teams thinking. We mind-map and brainstorm ideas amongst the team first and then compare them to AI-generated suggestions, testing our own thinking and selectively incorporating AI contributions where it makes sense to. Think differently.
4. Just the facts mam
Hand up if you’ve ever questioned ‘facts’ supplied by a client or leader. Just as we may question our sources of data from people, we should do so with AI. Don’t blindly believe anything AI-powered platforms produce. They are biased and continually learn from data that will always be biased and flawed. Act Responsibly.
5. Authorship
A significant concern in this evolving landscape is authorship. Who should be credited as the author of an AI-generated image or text? Think about ethical considerations and transparency. Give credit where it’s due.
Just like how the internet, email and mobile phones transformed how we communicate with audiences, AI can help you take it to the next level. Use its powers for good.
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