Considering ChatGPT on its Second Anniversary
By Randy Walker, Account Supervisor
Since ChatGPT’s inception nearly two years ago, it’s been cited as both a dream for employees and a headache for leaders. Employees are asking how we use it. Leaders are asking how we secure it. It’s a polarizing tool that has acted as the catalyst for what many call the “AI Revolution”. New, similar tools are popping up seemingly every day, and a slew of options are available to organizations of all shapes and sizes, including public relations agencies.
ChatGPT’s Impact on the Workplace
Arguably, the most significant conversation has been around ChatGPT taking jobs and leaving a proportion of the population unemployed. This comes off a bit far-fetched. In the same way that calligraphy experts in the 19th century lamented the printing press as print didn’t have the ability to create beautiful characters, Large Language Models (LLMs) – the foundation of ChatGPT – will be embraced sooner or later. People will learn new skills to complement LLMs and quickly find opportunities to work alongside this technology.
The Dream for Employees: The same sentiment rings true for PR professionals. To continue to excel and grow, PR pros must consider how to integrate AI into their daily workflows to increase productivity and improve outputs. AI is and will be a competitive advantage. Knowing how and when to use it (correctly) will soon put a PR pro above the rest. Time-consuming tasks will, in an ideal world, be automated, allowing us to focus on strategy, but it must be done right.
The Headache for Leaders: On the flip side, leadership teams have had their work cut out for them when creating their AI strategy and approach. They must consider the data security and misinformation risks on top of potential AI bias while chasing a competitive advantage. Leaders have also had to evaluate risks like employees’ use of unauthorized AI tools. All these pieces have created an AI headache for many, but the pains are worth the rewards.
The Role of AI in the Agency
AI will inevitably become a key tool for the modern PR pro (if it isn’t already). From research to media monitoring to byline outlines, tools like ChatGPT are capable of automating tasks that may otherwise require significant time and attention. This productivity boost allows PR teams to focus on high-level, strategic thinking that pushes the needle, such as media relations and creative planning.
Avoiding AI Risk and Best Practices
As mentioned before, securing AI tools and avoiding risks are top priorities for business leaders, especially regarding data privacy and security. For PR pros, we must always be aware of exactly what we are sharing with these tools and that none of it is sensitive or confidential client information. Every agency should consider and train their employees on AI best practices. Every team member should know what they’re inputting into these tools and understand the difference between sensitive information and publicly available information. It’s not just what we’re inputting, AI outputs are also of concern. PR pros should always double (or triple) check and verify any information generated by tools like ChatGPT in case of hallucinations and to prevent incorrect information from being shared externally. Teams must also be trained on safe and ethical usage, helping them understand AI biases.
What’s the Future Hold?
As ChatGPT and similar AI tools evolve, they’re expected to become even more sophisticated with increased capabilities like multi-modality and beyond. Soon, we may even have LLMs specifically tailored for PR and marketing professionals. Yet while automation may streamline specific tasks, the unique human skills of storytelling, relationship building, and nuanced decision-making will remain in human hands.
Curious about how AI tools like ChatGPT can enhance your PR team and drive results? Contact us to learn how we can elevate your brand in an AI-powered world!
