AI: A Tool for Efficiency, Not a Replacement for Humanity
Artificial Intelligence (AI) is becoming a part of our everyday lives. Programs like ChatGPT, Microsoft Copilot and Google Gemini can help with a wide range of tasks, but there is a lot of skepticism surrounding them.
A large number of people fear that AI will replace original thought and creativity, but it doesn’t have to. AI should be used as a tool, not just a shortcut. In the public relations world, communication is key and while AI can assist us, it can’t replace the insight or intention behind our work.
AI has the ability to produce complete documents in seconds, but it can’t express emotion, creativity and situational awareness like a person can. Unlike a human, it is incapable of truly understanding its audience and capturing the exact tone desired to convey its message. Those who work in the field of public relations work to ensure there is a certain lived experience and professional tone in the work they produce that AI simply does not have.
Human communication is complex. We read between the lines, understand context and adapt our tone depending on the situation. AI is unable to fully grasp such concepts, especially when the work needs to embody emotion to get the message across. Understanding an audience isn’t just about words; it’s about the delivery and the details that follow.
Here are some do’s and don’ts to keep in mind when using AI:
Do:
- Use AI to brainstorm.
- Let it help you with structure and outlines.
- Use it for light editing.
- Fact-check everything it produces.
- Make sure to add your own insight and voice.
Don’t:
- Rely on AI to create finalized content.
- Skip the editing process.
- Assume it’s always accurate.
- Forget to add the human element.
When AI is used as a tool, it can assist you in things like generating ideas, creating rough drafts and assisting where needed without undermining the authenticity and insight that a public relations professional can provide.
The team at Worthington PR & Story does not shy away from using AI as a tool. Something as simple as asking ChatGPT to come up with some ideas is a great strategy for promoting out-of-the-box thinking or to help get the conversation started. It can help draft outlines of work and be used for brainstorming ideas. On top of this, it is a very good tool when it comes to proofreading and checking for grammatical errors in your work.
AI can speed up early project stages and help with creative hurdles, but shouldn’t be the only source for final content. It’s an assistant; verify its accuracy and keep its role in check. To preserve human elements, fact-check AI content, use it to optimize tasks and confirm the correctness of the work it produces.
While AI is here to stay, it doesn’t have to be negative. When used ethically and with defined limits, AI can be a valuable tool. However, it should always support, not supplant, the crucial elements of human work: thoughtfulness, care and authenticity.
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