AI-Enhanced Workflows: Essential Insights Public Relations Pros Need to Know
The field of artificial intelligence (AI), especially the generative AI, is expanding rapidly, launching an array of novel tools and applications at an unprecedented pace. High on the list of these groundbreaking AI technologies is ChatGPT, a linguistic model by OpenAI known for its capability to produce text that closely resembles human conversation in response to diverse prompts and inputs.
So, as the world of generative AI technologies grows, what should public relations professional understand about these developments?
What exactly is ChatGPT?
Launched in November 2022, ChatGPT (Generative Pre-trained Transformer) is an AI tool that is skilled in swiftly generating textual content in diverse formats, including blog entries, press releases, articles, and promotional copy. It also doubles as an interactive tool for research, answering inquiries, and a language editing tool, suggesting alternate phraseology and sentence construction.
ChatGPT is programmed to learn and acclimate to new scenarios by training on a broad dataset of text from the internet. Through interaction with humans and text generation, it persistently evolves its comprehension and communication abilities. This learning capacity allows it to be educated about specific industries and topics and facilitates the creation of customized content for distinct personas.
What Other AI Tools Exist?
ChatGPT is just a single instance of numerous AI-driven technologies that are progressively surfacing across different sectors. AI technology is leveraged to bolster automation, enhance decision-making procedures, and optimize various processes, with additional capabilities likely on the horizon. Here are a few other examples:
AI-enhanced Chatbots: These bots are devised to deliver uninterrupted customer service and support, and are capable of managing an extensive volume of customer queries, providing prompt responses.
Predictive Analysis Tools: AI-based algorithms have the capacity to scrutinize large sets of data, discern patterns, and forecast future events. Industries utilize this tech to augment decision-making and optimize procedures. In the healthcare field, for instance, AI-empowered predictive analysis can identify individuals at risk of certain health issues, thereby enabling early intervention and preventive care.
AI-Driven Recommendation Systems: Implemented to enhance customer experiences, these systems apply machine learning algorithms to analyze customer data and deliver tailored recommendations. Companies use this technology to propose products and content based on a customer's browsing and viewing history.
AI in Supply Chain Management: Algorithms powered by AI can examine data from multiple sources, including weather predictions, shipping schedules, and inventory levels, to enhance supply chain operations.
As revolutionary technologies such as AI surface, they often ignite dialogue and facilitate ongoing learning. For instance, the implementation of AI in the educational and art sectors has stimulated discussions about the best practices for integrating AI tools, while also setting appropriate boundaries and protections.
In education, students leverage generative AI to enhance their research capabilities and assist in the preliminary drafting of essays. In one aspect, ChatGPT can be seen as a useful tool, analogous to a calculator. However, there's a risk that students might excessively rely on ChatGPT, bypass their own effort, and potentially infringe on plagiarism rules.
The art sector has seen a wave of controversies with the advent of AI-generated portraits and AI imaging. For instance, the recipient of the Sony World Photography Award 2023 sparked debates when it was disclosed that his winning photograph was created using AI. This has underscored the necessity for establishing clear guidelines for art competitions in the age of AI.
AI, Public Relations, Content Creation, and Beyond
ChatGPT serves as a potent asset for public relations professionals and content creators. Its ability to quickly generate content such as drafts of press releases, blog posts, guides, etc., with minimal prompts, is remarkable. ChatGPT can comprehend the subtleties of various target demographics and produce content specifically tailored to appeal to these audiences, aiding PR experts in swiftly personalizing content.
Muck Rack has recently unveiled its innovative beta AI tool, PressPal.ai. This tool is tailored to craft press releases and compile a roster of relevant journalists who might be interested in your story, based on the content of your PressPal.ai-created release. Post revision and finalization of your press release, it can be conveniently pitched to the listed journalists through Muck Rack's Pitch feature.
HubSpot has also recently declared the launch of two fresh AI-driven tools intended to enhance productivity and conserve time. The Content Assistant is designed to aid with content ideation and creation, such as conceiving blog post titles and outlines, or composing landing page or email text. ChatSpot.ai is developed to assist HubSpot users in accomplishing tasks like adding contacts to the HubSpot CRM, creating custom reports, and writing personalized sales emails.
The wave of new tools like Einstein GPT, Adobe Firefly, Prophet.ai, GregoryAi, and others will continue to surface in the forthcoming months. Many of these will be valuable resources for communication professionals.
Interacting with Tools Like ChatGPT
While generative AI tools like ChatGPT bring a world of excitement and assistance, the significance of human involvement, especially in the realm of communications, cannot be overstated.
ChatGPT is proficient in swiftly generating extensive texts, but there's a potential for biases or inaccuracies to creep in. Since the training data of ChatGPT only goes up until 2021, PR professionals need to remain vigilant for outdated data and amend any inaccurate details before finalizing drafts until its training is updated to include 2023 data. (Version 3.5, launched in November 2022, is freely accessible, while version 4, launched in March 2023, costs $20/month and offers some enhancements. However, as of now, the database recency for both versions only goes up until 2021.)
As advancements continue to be made in AI tools, it is crucial to use tools like ChatGPT as complements to human expertise rather than substitutes. Like any other press release or marketing communication, content generated by AI tools must undergo thorough fact-checking and proofreading. With meticulous human editorial scrutiny and know-how, AI-aided writing software can be a valuable addition to a PR professional's toolkit.
What Types of PR Content Can AI-supported Writing Tools Produce?
Progressive PR and communication experts can employ AI-driven tools to craft:
Preparation materials for interviews
Transcription services
Initial versions of proposals and press releases
Potential title suggestions
Content for social media updates
Outline of documents
Summarization of texts
And any other communication content that could take advantage of a quick rough draft.
As we move forward in the realm of technology, we can anticipate more AI-powered tools and applications that will contribute to improved decision-making, process optimization, and an enhanced customer experience.
Want to learn more about we are integrating AI into our operating model?
AI helps Scale Selling deliver more value to clients for less.
Want to learn more about how and if you should do the same?
Book a call with a Scale Selling expert to learn more about AI and business in todays world: Speak to a Scale Selling Advisor.
