ChatGPT, two years on - how is AI really transforming comms?

When OpenAI launched ChatGPT in November 2022 it transformed awareness of and access to artificial intelligence technologies. Both hope and fear ratcheted up, with significant implications for brands, communicators and the wider ecosystem of publishers, journalists and creators with whom we work every day.

Two years on, with ChatGPT now just one star in a galaxy of AI systems and tools, we probably still have some way to go towards fully embedding (and embracing) what AI means for PR.

In many ways, PR has been ahead of the curve. Our industry hasn’t the best track record for digital transformation, but the sterling work of the CIPR #AIinPR Panel has made sure this issue has been on the agenda since at least 2018. We had a head start.

Looking back at Jean Valin’s 2018 report for the CIPR Panel, much of it is highly relevant today. For example: “Regardless of the tasks and skills that can be automated or benefit from AI, human intervention in editing, sensitivity, emotional intelligence, applying good judgement and ethics will always be needed.”

It could have been written yesterday.

The panel continues to do hugely valuable work for the industry, and there are now countless AI powered tools to support PR practitioners.

However, full integration of these is likely to require some tough choices; ranging from buy or build, to a complete reimagining of business processes and PR workflow.

This is perhaps holding PR back.

According to the latest CIPR State of the Profession report, around three-quarters of PR practitioners are using AI at least sometimes, if not more frequently. But more than a quarter of PRs reported that they either don’t have or don’t know about a workplace policy on AI.

Further still, around a third have not received any AI training.

Clearly, this has to change, partly to ensure PR remains relevant, competitive and value-adding. But also to ensure that PR is keeping up with the reputational issues affecting the brands they are entrusted with.

While previously a business may have earned some reputation kudos for pioneering some form of AI system, that’s all changed now. Thanks to ChatGPT and AI becoming an accessible off the shelf option, ubiquity is ramping up. The opportunity to differentiate as being an AI user is shrinking. The bar has been raised regarding what ‘counts’ as real innovation.

Reputation is now potentially on the line for those who simply don’t keep up. Maybe more importantly, reputation ruin is a very possible outcome for those who make AI missteps.

Brand trust will quickly be lost if AI usage is not seen to be responsible. Risks range right across the deployment of AI; data sets that compromise IP; biased algorithms; plagiarism, misinformation and AI hallucination; information security and confidentiality; black box decision-making; regulatory compliance.

All these are real and evolving risks to AI users and their reputations, with AI-astute PR practitioners essential to helping neutralising the threat they pose.

Tal Donahue is a director at Infinite Global