Artificial Intelligence (AI) is shaking up the PR and communication world in ways we couldn’t have predicted a few years ago.
It can supercharge our workflows, analyse data at lightning speed, and bring speedy content and headlines to the table – mind you, with the occasional robotic poetry. Nonetheless, it’s a tool that requires thoughtful handling.
At Primary Comms Group, we’re continually learning how best to integrate new technologies into our workflows and AI is no different. We have welcomed it with an intentional, eyes-wide-open approach.
We also understand that technology evolves faster than we can say “press release”, so we’re committed to learning step-by-step, and adapting while maintaining our ethical foundation. Here’s our view, and some tips, on navigating AI’s rise with caution, curiosity, and confidence.
Taking it step by step
AI has been with us for some years, even if we haven’t realised. Think spell check, or a map app that helps you navigate the best way from A to B using the quickest route. The advent of Large Language Models has made it feel like AI has just arrived but in reality, it is just another step in the evolution of AI.
There are still major improvements to be made before it is fully formed. It’s more of a series of capabilities, with its true potential waiting to be unlocked, however, if we can understand how it works, we can start unleashing its capabilities.
By fostering the right culture at the organisational level, we can also help shape the evolution of how we can benefit from AI, preserving human creativity and avoiding de-skilling, even as we outsource certain tasks.
Tip: Start small and adjust as you go. AI usage guidelines allow you to take advantage of AI’s strengths while keeping its limitations in check. After all, today’s “cutting edge” quickly becomes tomorrow’s “baseline”.
Recognising AI’s limits
For all its potential, AI is not infallible, nor is it a substitute for expertise of an educated, creative staff member. PR is as much about intuition, storytelling, and context as it is about data. Yes – AI can analyse and generate content, but it lacks the deep human insights that make communication work truly resonate.
It’s essential to scrutinise generated content, reviewing and editing carefully to ensure it aligns with our standards and maintains our unique voice. Validating AI research outputs is also crucial, as these tools can unintentionally perpetuate existing biases in their data model.
One significant issue is the potential for misinformation and deepfakes. AI can make anyone say anything. Data privacy is another issue, especially with open-source large language models like ChatGPT, which rely on vast amounts of data to function. This raises legitimate worries about the security and confidentiality of personal or sensitive information.
Tip: Keep a clear view of where AI fits in and where it falls short, preserving the security of confidential data or information, and ensuring that technology supports human creativity rather than eclipse it.
Ethics isn’t just a side note
Ethics must be our guiding light in AI’s expansion into PR. Whether we’re using AI to analyse data, create content ideas or forecast trends, the human touch and ethical oversight are essential. Every AI-driven initiative must align with our ethical and professional standards of honesty and integrity.
Additionally, by openly acknowledging AI’s role, we maintain trust and set realistic expectations, reinforcing our commitment to ethical practices.
Tip: Even with the lure of full automation, ethics must remain front and centre. Defining AI usage expectations and employee responsibility ensures integrity.
Critical thinking, self-awareness and transparency key in the age of AI
No matter how “smart” the technology seems, we must maintain a critical eye on its output. We simply can’t afford to relinquish the reins; instead, we must actively steer AI toward the best outcomes while being aware of its biases and limitations and our own!
Tip: Prioritise transparency, acknowledging when AI is involved and how it’s being used to enhance, not replace, the creative process.
Mary-Anne Boustany, Senior Account Director, Primary Comms Group