(Longer read – 7 mins)

AI, it would appear, is everywhere on our respective horizons. Copywriters are striking in Hollywood as the march of the machine intelligence threatens their livelihoods. What about Corporate Communicators? Opportunity or threat? At the Giraffe’s View we will be focusing quite a bit on AI in future discussions but to kick things off we thought we would ask an extremely intelligent expert about some of the issues facing Corporate Communicators. The following is an interview between the Chat GPT AI and …er… the Chat GPT AI pretending to be Head of Communications for an international company.  We asked Chat GPT to formulate both the questions and the answers in the following interview – the result has not been edited (cue X-files theme) .

Interview with the Head of Communications on the Role of AI in Corporate Communications

AI: What excites you most about the potential of AI in the realm of corporate communications?

Head of Communications (HOC): What truly excites me is AI’s potential to amplify our team’s efforts. Imagine having the capability to analyze vast amounts of data to understand our audience’s sentiment in real-time, or tailoring communication to each stakeholder with precision. It’s like giving a superpower to our communication strategies.

AI: How do you ensure the quality of writing when using AI tools, given that they might not always grasp the nuances of human emotion and context?

HOC: Yes, that worries me at times. While AI can provide a solid foundation, it’s our human team that adds the finishing touches. We always ensure that AI-generated content undergoes rigorous checks by our team, who ensure the intended tone, context, and emotion align with our corporate values and messaging.

AI: In an age where authenticity is paramount, how do you ensure AI-generated communication remains genuine and resonates with the audience?

HOC: That’s the challenge, isn’t it? Authenticity is at the heart of what we do. Our approach is to use AI as a tool, not a replacement. It might provide us with a structure or even draft content, but the final messaging is always refined by our team to ensure it aligns with our brand voice and resonates genuinely with our audience.

AI: How do you see AI adapting and learning over time, especially in the context of your company’s evolving communication needs?

HOC: Not too much different to the way we expect our human resources to evolve their capability.  AI’s strength lies in its ability to learn and adapt. By consistently feeding it with new data, monitoring its outputs, and making necessary adjustments, we ensure it evolves in tandem with our communication goals. Moreover, our team works closely with the tech department to ensure AI algorithms stay updated with our latest objectives and strategies.

AI: Is there a fear that AI might replace the jobs of copywriters and other communication professionals?

HOC: Yes, that worries some of our team members. But I believe AI will supplement, not replace. Think of it as a collaborative effort where AI handles data-heavy tasks, and humans focus on creativity and strategy. If anything, it allows our copywriters to spend more time on crafting compelling narratives rather than mundane tasks.

AI: How do you ensure that the content generated by AI aligns with the cultural and societal norms of your diverse audience, given the potential biases in AI?

HOC: This is a concern we take seriously. Biases in AI can be detrimental. We ensure the data fed into our AI systems is diverse and representative. Moreover, our diverse team plays a critical role in reviewing and refining AI outputs to ensure cultural sensitivity and alignment with societal norms.

AI: As a communicator, how do you feel about the ethical considerations of using AI, especially when it comes to transparency about its use?

HOC: Ethics is at the forefront of our discussions. We believe in transparency and always aim to be open about when and how we use AI in our communications. It’s essential for building and maintaining trust with our stakeholders.

AI: Given the potential for AI tools to make errors or send messages not in line with a company’s values, who do you believe should bear the responsibility?

HOC: From my standpoint, while the AI tool might be the mechanism making an error, the responsibility ultimately rests with us, the humans behind it. We choose the tools, train them, and decide when and where to deploy them.

It’s similar to any other tool or process in corporate communications. If a press release goes out with incorrect information, we don’t blame the word processor or the email system; we take responsibility for the oversight. Similarly, if an AI tool communicates something misaligned with our values, it’s a reflection of our training and implementation of that tool.

AI: Can you recall a moment where AI either greatly aided or perhaps posed challenges in a corporate communication effort?

HOC: Oh, absolutely. Let me share two contrasting experiences.

Firstly, the positive: We once had to manage communication for a product recall that affected a large number of our customers across various regions. With the sheer volume of queries and concerns we anticipated, we deployed an AI-driven chatbot on our website to handle initial inquiries. It was trained to provide instant, accurate responses to frequently asked questions, direct more complex issues to our human team, and even guide users through the recall process. It was a game-changer. The bot deftly managed the bulk of inquiries, allowing our team to focus on individual cases that needed a more personalized touch. The feedback we received from customers was that the process was smooth and efficient, and a lot of that credit goes to the AI tool we used.

On the flip side, we did have an incident where our AI-driven sentiment analysis tool misinterpreted the tone of social media conversations around a new product launch. It flagged them as mostly positive when, in reality, there were significant concerns being raised by our audience. This gave us an initial false sense of security. By the time we manually reviewed the feedback and realized the oversight, we were a step behind in our response strategy. It taught us an important lesson about the limits of AI and the need for human oversight.

Both experiences were invaluable. They showed us the immense potential of AI in corporate communications but also reminded us of the importance of human intuition and judgment in the process.

AI: Finally, on a lighter note: How are you personally using AI in your day-to-day life?

HOC: Ha! Well, beyond the professional setting, I’ve been experimenting with AI music playlists, and let me tell you, it’s been a rollercoaster. One moment I’m jamming to 80s hits, and the next, I’m being serenaded with ambient rain sounds. And, of course, there’s my trusty AI assistant reminding me of birthdays and anniversaries. Honestly, I think it’s saving some very important relationships for me!

And there we have it. Insights straight from the mouth (well – digital output) of ChatGPT  on the role and promise of AI in Corporate Communications. Even to an AI it’s clear that while technology is helping to shape the future, the human touch remains irreplaceable. More on AI soon…