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Will generative AI spell the end of applications?
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There has been a lot of criticism over the years about the inability of AI to fulfill the creative requirements of a professional communicator, let alone writers and artists. Well, this criticism is becoming less and less valid as the number of fields in which AI is unable to prove its creativity is falling like dominoes. For example, AI algorithms have been used to create visually award-winning artwork, compose music that rivals human-made compositions, and even write stories and poetry that are indistinguishable from those written by humans.
And things are about to get even more dicey. With the upcoming release of GPT-4, boasting no less than 570 times more parameters than GPT-3 (which chatGPT is based on), the use of AI in communications is set to take a giant leap forward. GPT-4 has the capability to understand and respond to natural language, making it a valuable tool for communications departments. It is plain naivety to think that AI won't be able to take on even complex creative work such as writing engaging content, script writing, and even video editing. AI can already help create high-quality and engaging content, generate insights and analyze data, and even assist with decision-making.
Communications departments are under constant pressure to produce more content, faster and at a higher quality. AI can help with this by automating certain tasks such as:
● monitoring and analyzing social media conversations and sentiments
● generating an annual social media content calendar including image, text, and video
● automating the scheduling of social media posts
● creating captions and subtitles for videos
● monitoring and analyzing website traffic
● identifying potential crisis and generating response plans
● drafting and sending unique personalized emails
● creating entertaining video content with deepfake and voice cloning
● pitching news to reporters and following up on Twitter
This will free up time for communications professionals to focus on more important tasks, such as strategy and audience engagement. With AI, communications departments will be able to produce more accurate and data-driven insights, which will lead to better decision-making and ultimately, better results.
But how do you get started with developing an AI strategy? The first step is to audit your current requirements. What tasks are taking up the most time and resources? Which tasks can be automated? Once you have a clear understanding of your requirements, you can start to explore the different AI solutions that are available.
Next, you need to decide on the specific AI tools that you will use. There are a wide range of AI-powered tools available, from natural language processing to image recognition. It's important to choose the right tools for your specific needs. Once you have chosen your tools, you need to implement them. This includes training the AI models, integrating them into your existing systems and processes, and testing to ensure that everything is working as it should.
Finally, it's time to roll out your AI strategy. This includes educating your team on how to use the new tools and processes, and monitoring the results to ensure that they are meeting your goals. AI is not a one-time solution, it's an ongoing process that requires continuous monitoring and optimization.
Ignoring AI in communications is a risky move and there is an urgency for communications departments to embrace it. With the advancements in AI-powered tools, of which chatGPT is only the tip of the iceberg, the time is now to develop an AI strategy for your communications department.
Get in touch with us to get started on your AI journey.
« By auditing your requirements, choosing the right tools, implementing them, and monitoring the results, you can stay ahead of the curve and achieve better results for your communications efforts. »
