ChatGPT in communications will play a role in public relations and marketing execution.

But, this will be more of a supporting role across areas like copywriting. Why? We simply can’t rely on AI for writing copy at the moment. Let’s take a closer look at how AI writing tools work and why they’re not reliable just yet.  

How It Works

ChatGPT and other AI writing tools work by taking initial input from users and generating copy based on that input. Using natural language processing (NLP), algorithms develop text that is readable and informative. This is incredibly helpful when you need to create content quickly, including when developing a blog post or byline article that’s scheduled to go live within a short time.

So, speed is a value add that AI writing tools bring to the table. But, with speed comes pros and cons.

Red Flags

There are still some challenges associated with ChatGPT in communications. Clearly, tools like ChatGPT provide writers with a headstart on developing copy, particularly long-form content, quickly. You can get more done in less time. All good? Not exactly.

Often, these tools can miss important details or nuances that only an experienced human writer would pick up on. At this stage, ChatGPT and others can’t read our minds or peer into conversations with colleagues and clients that provide a window into what he or she really meant by their insight.

Another red flag? Google is well aware of how these tools are being used. So, if users aren’t careful to make AI-generated content their own, they risk damage to SEO for themselves, their organization, or client. You can’t just copy and paste your way to developing a quality piece of content.

Grammar and tone offer more concerns for ChatGPT in communications. Platforms like Jasper AI largely do a good job of catching grammatical errors. But, they’re not perfect. Humans are still needed to review copy to ensure that a piece not only avoids spelling errors but is produced with the same voice as the writer whose name is attributed to the piece.

At this year’s MarTech conference, hosted virtually in late March, there was a session called “How Marketers Can Use AI Right Now” that included a panel of AI-focused marketing professionals. Most of the panelists agreed that the future is bright for how AI can serve as a powerful tool for communications professionals, but too much weight can’t be put on the content it produces. Rather, all should be integrated as an aid to help streamline efforts.

The Takeaway

The bottom line? Leveraging AI writing tools like ChatGPT in communications is a great way to speed up your content creation process—but it should always be used with caution and oversight from experienced writers who know how to fact-check copy for accuracy before it is published online or printed in any format. When used responsibly, these tools can be incredibly valuable; just make sure that you have a plan in place for double-checking all material before pushing it out into the world!

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