COMMUNICATION
Limiting Over-Reliance On AI Technologies In Creating PR And Communication Content
By Anthony Taiti
Your to-do list is chock-full of urgent work with tight deadlines , some of which you must pitch to the C-suite in a few days , and you ’ re swinging in your office chair , staring at the ceiling , unsure of where to begin . Top of the list is developing a PR strategy for an upcoming high-level event , which , for a good reason , you cannot delegate to your team members .
You call a close friend who is also a professional peer , and you tell them about your struggles . Pleasantly , you have an aha moment after they explain how artificial intelligence writing tools can swiftly sort you out . You beam with delight .
The conversation is over , and you open Compose AI and begin typing the event ’ s objectives . Midway through the objectives , you decide to switch to ChatGPT , and lo and behold , it completes the entire strategy within a few minutes without you breaking a sweat ! In the next twenty minutes , two more important documents are checked off your to-do list : a press release and a speech .
Nothing could have prepared you for this , but you begin to experience cognitive dissonance shortly after . You develop a nagging feeling that you are behaving unethically , that you are becoming a fraud . The question begs : why would you feel conflicted when technology has made your work easier ? Well , the truth is that indeed , this should unsettle and worry you .
The fourth industrial revolution technologies , particularly artificial intelligence ( AI ), continue evolving to unprecedented levels , disrupting the PR and Communication world , where roles such as content creation and copywriting now require greater human creativity to meet the astronomical standards they continue to set .
Tech gurus have recently made tremendous and remarkable strides in their quest to recreate the human mind within machines , causing them to perform communication tasks that require some degree of human intelligence . Consider ChatGPT , a revolutionary chatbot that can generate exceptional content on any topic in seconds - something that even the best communicators cannot always produce .
While these innovations have had a tremendous positive impact on many
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Communication professionals should set clear limits on how far they should engage with AI Technologies in order to avert the risk of adulterating communication principles and potentially losing creativity due to over-reliance on them . fronts , on the adverse end of the spectrum , many communication professionals have become increasingly reliant on AI technologies ( AITs ) to generate content , gradually draining their creative genius . Most of them compare their work to that of machines - which use AI to generate content - and believe they are incapable of meeting their high-quality standards .
But are they truly incapable ? Nothing could be further from the truth ; they simply lack the adaptive capacity to embrace and properly leverage technology .
There has been a fierce debate among communication professionals about the impact of AITs in the communication field , with two major questions arising :
1 ) Are they likely to cause significant job cuts in the near future ?
2 ) Are they enabling professional indolence under the guise of leveraging technology ?
Although there is a widespread consensus that the answers to these two questions are affirmative , I am convinced that , when properly utilized , AITs can instead serve to increase job opportunities in the PR and Comms industry while also fostering rather than stifling professionals ’ creativity . Arguably , machines have a comparative advantage over humans in terms of content generation , but they lack a critical component for successful communication : “ humanity .” They have attenuated capacities for understanding human feelings , emotions , and expectations since they do not have innate , natural human characteristics .
The situation is different for humans ,
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