By Maris Laughton

Until recently, when I thought of AI, I thought of computers and robots taking over the world. It has always been this intimidating concept and something I was afraid to even learn about—or use in my career.

I recently attended a conference to help me take the leap. I learned more about AI and its applications to the communications industry, and now realize how valuable it is. From enhancing efficiency and accuracy to opening new avenues for creativity and strategic decision-making, AI unlocks new ways of thinking.

Generative AI

Tools used to ideate and generate content

I started my journey on ChatGPT, the least intimidating of all the tools (in my opinion). At the conference, I heard that ChatGPT was a great tool to get the creative juices flowing so that’s where I started. I asked the tool to write a social post for a client announcement (withholding all client and confidential information, of course). What it produced was a great jumping-off point. I was able to tweak the content to more accurately fit the client’s tone and reflect the details of the announcement.

A social post is a great place to begin if you’re trying out generative AI like ChatGPT for the first time. From there, I built up my confidence and knowledge of the tool and now use it to generate ideas for press releases, pitches, blog posts and so much more. I’ve learned to be more specific in my asks of ChatGPT so what it produces is closer to the final product I want.

For example, if I ask the tool to “Draft a LinkedIn post about solar panels” versus “Draft a LinkedIn post less than 50 words explaining why solar panels are beneficial for homeowners, including that it saves money on energy costs”, which do you think will give me more precise results? The answer is clear.

Discriminative AI

Tool used for evaluation and decision-making

The conference also introduced me to discriminative AI for the first time. The speaker said these tools can help with communications strategy development and campaign optimization by analyzing data sets to predict outcomes, sort information, recognize patterns and more. I haven’t dipped my toes in these types of programs yet, but I’m eager to see if/how this kind of AI could help me with things like tracking media coverage or social media trends.

Things to Keep in Mind

I’ve mainly used AI to develop content more quickly and react to client needs faster. In the digital age, everything, especially media, is getting quicker. Having the ability to produce high-quality content faster than ever before is critical. But it’s important to remember AI isn’t a replacement for people. Off the shelf tools and the content it produces are great starters, but to really harness the tool, you need to take the time to customize the copy and ensure it’s accurate.

As a newbie, I’m aware these tools can be further enhanced and I’m still learning, but one thing I pay close attention to is the privacy statements for each tool. Many tools use the data for training. The last thing anyone wants to do is share confidential information. It’s good practice to strip out identifying data before submitting text to any AI tool.

Conclusion

As communicators, an evolving skillset is something that sets us apart. As I continue to learn more about AI, I’m excited to build my skillset alongside this rapidly evolving technology, just like communicators who came before me.