Generative AI and ChatGPT: Three Tips to Navigating the Hype
Generative AI is evolving at an unprecedented rate and getting closer to performing inexplicable tasks, such as writing novels, passing bar exams and more. However, as with every emerging technology, it is not without its set of challenges and risks. Communicators and communications professionals must understand how to use Generative AI effectively to elevate their craft and improve the company's bottom line and reputation. This article will highlight the benefits and pitfalls of using Generative AI in communications strategies:
Pros
- Timesaver: Although AI cannot think for itself yet, it can serve as an excellent timesaver or thought-starter for advertising scripts, marketing emails, social media posts, long-form blog posts or website copies.
- Efficiency: New technologies like ChatGPT can make the process of automated online platform optimizations even more efficient. Generative AI can help automate some of the repetitive tasks involved in media buying, such as audience segmentation and targeting, leading to better campaign optimization and personalization.
- Cost Savings: When used appropriately, Generative AI can optimize productivity and resource utilization while minimizing costs.
Cons
- Copyright Infringement: Generative AI can produce content that infringes on existing copyrights or creates outputs that may be owned by the platform and not the user. It could also generate content that is inaccurate or misleading, particularly if trained on biased or insufficient data.
- Overreliance: Overreliance on technology is a significant concern, and it's essential to maintain human oversight to ensure that campaigns align with overall marketing strategy and business goals.
- Bias and Incompleteness: AI algorithms used by search engines can be biased or incomplete, leading to inaccurate or incomplete information being presented to users, which can be particularly problematic in healthcare.
It is essential to remember that Generative AI is only emulating content that it has seen before; it cannot generate new ideas. Communications professionals must continue to assess and understand the risks and opportunities associated with Generative AI as it continues to evolve and become more prevalent across various industries.
