Written by Elton Gomes

The first time I used ChatGPT, I couldn’t believe my eyes. The app generated some text, paused for a few seconds, then generated some more text again, all at a lightning-fast speed. Within minutes, I had access to information that was compiled cohesively. Along with ChatGPT, we can now use image generators, code generators, voice generator apps, and many other tools, thanks to the power of artificial intelligence (AI). Power that seems to be limitless.

In just a few months after its launch, ChatGPT became the fastest ever growing consumer app in the history of this planet. In January, the app had a user base of 100 million within two months of launching. When compared with other popular apps, TikTok took nine months to reach the 100 million milestone, while Instagram took two and a half years to get to this number.

This underscores the statement – AI is here to stay. From IT to healthcare to finance and a range of other sectors, AI is set to bring in change at multiple levels. As communications professionals, should we be worried? Here’s how AI has begun transforming the communications sector.

Sprout Social, a social media management and software company, highlights the pros and cons of AI in their blog. As per the article, ChatGPT and other generative AI tools can help in facilitating content creation. However, it is essential for brands to modify all types of AI content before finally publishing them. Content generated from AI needs to be personalized to appeal to the brand’s target audience. Another area where AI can be helpful is data analysis. Collating information to gain better insight into consumer behavior has now become a simple task. Sentiment analysis tools can help brands understand the various ways in which consumers perceive their products and services.

Amrith Padmanand, former Loyalist and Seneca College student and communications professional, has similar things to share. He says, “AI will have both positive and negative feedback to PR (public relations). For the positives, it will help in data analysis, content generation, and even audience targeting; but at the same time I feel that it’ll limit personal creativity and might make professionals lazy in their work.”

While talking about replacing human creativity, we’re not sure what AI can do yet. When asked about the impact of AI in communications, Ankita Maneck, Government Relations student at Seneca College, said, “I don’t think AI can replace creativity yet, but you do need to use AI to make your job better. Our job (as communicators) isn’t just writing. It’s about communicating with people. Our job combines creativity and psychology. So AI can’t replace that.”

For now, the consensus is that AI cannot replace “human context.” Brands who use ChatGPT and other AI-powered apps will need humans to improve or customize the content before it’s published. “It’s essential to strike a balance between automation and maintaining a human touch to ensure ethical and meaningful interactions with audiences,” Amrith Padmanand says.

When it comes to walking the AI path, brands are treading safely. Organizations like Method Communications have restricted the use of ChatGPT to only “brainstorming exercises.” Material generated from the AI app cannot be used to develop any type of internal or external content.

From generating offensive material to “AI hallucinations,” unchecked content can be a communicator’s nightmare. There’s also the issue of AI and data privacy. Several organizations are concerned about client and internal information getting leaked. That’s why there’s a need to bring in regulation. Arvind Sharma, Board of Director Enactus and Global Business Management student at Loyalist College, says, “Even though AI’s impact will vary depending on various factors like level of ethical AI adoption, regulatory environments, and technological development, it is safe to say that AI will reshape businesses and communications profoundly in the coming years.” Some effects are already visible. Companies that have begun using AI and automation tools are now seeing remarkable outcomes. A Sprout pulse survey of 255 social media marketers revealed that 82 percent of respondents have seen successful results while using such tools.

As we progress further into the digital world, working with AI will become an inevitability. To optimize campaign outcomes, communications professionals should work towards an improved understanding of AI, its risks, advantages, and ethical usage while leveraging their creativity and knowledge.