Since it’s been the talk of the town lately, you probably have already heard the conversation that has been swirling about how artificial intelligence (AI) can impact businesses. ChatGPT is an AI chatbot developed by OpenAI and it uses deep learning techniques to generate human-like responses to text inputs in a conversational manner. As with any emerging technology, there are pros and cons to being an early adopter, so we did some initial research about how this new technology might assist your business from a public relations/communications standpoint.
Potential Benefits for PR and Beyond:
- Content Finessing and Idea Generator: ChatGPT seems to be the most promising as a way to generate ideas or act as a starting off point when it comes to content. For example, it can be used to edit copy to reach the correct character count for Twitter or to help adjust a blog post to a LinkedIn post.
- Social/Client Engagement: chatbots have the potential to be a great way to realistically engage and respond with comments on social media automatically. Some customer service sites already use this technology to sort through requests.
- Organizational tool: helps to pull together background notes and statistics.
Potential Pitfalls:
- Outdated information: the data that ChatGPT was trained in is from 2021.
- Miscues with brand voice: AI doesn’t offer original or unique thought and can’t align with your organization’s tone.
- Incorrect information: faulty information could be generated as well as plagiarism if AI content is not checked or used properly.
- Google and search engines: it’s still unclear if Google will recognize and/or penalize AI generated content.
“ChatGPT is incredibly limited, but good enough at some things to create a misleading impression of greatness. It’s a mistake to be relying on it for anything important right now,” Sam Altman, OpenAI CEO
Recommendations:
From a public relations standpoint, we don’t recommend relying on any AI technology yet. We will continue to monitor news about ChatGPT and similar offerings and keep you updated on how it might positively impact public relations and communications strategy in the future.
Finally, because AI doesn’t have the capability of original thought, everything generated can sound or read the same. So, it is more important than ever to continue to prioritize creative and inventive content as well as do what humans do best…build relationships!