We’ve been researching and experimenting with generative AI tools and exploring possibilities. Our take? Using generative AI tools is not a fad. The hype about it may be a fad, but the tools are here to stay.
A few takeaways so far:
You just have to dive in
Like most things, you have to start somewhere. ChatGPT and Google Bard are popular places to start. Some ways JayRay has been incorporating these tools into our workflow:
- Using them as a thesaurus or dictionary
- Organizing information (think outlines, agendas)
- Analyzing and organizing specific types of survey data
- Editing copy for brevity, logic or tone
- Quick inspirational research such as “What are some popular words people use to describe____”
- Generating lists such as media outlets, #1 hit songs over the years, etc.
- Spicing up internal communications (Not in the mood to send yet another reminder to the whole team? Ask ChatGPT to help you turn your note into funny song lyrics instead)
A few more tools that we’ve been researching and exploring:
- Murf: Voice generator
- Shutterstock AI image generator: One of the best image generators out there so far
- HitPaw AI Photo Enhancer: Edits and makes photos look more professional when you’re in a pinch
- Fireflies.ai: Records meetings and takes notes for you
- DALL-E2: OpenAI’s image generator and editor
- Jasper: Writing tool that helps you edit copy to your brand voice
- Grammarly: Grammar and writing support
- Bing Copilot: Bing + ChatGPT-4 for more real-time results
Know the limitations
It’s important to remember that the world of generative AI is far from perfect.
- The free version of ChatGPT doesn’t offer real-time data. It’s only as current as January 2022. OpenAI says that the paid version (ChatGPT-4) offers real-time answers. Google says Bard does as well.
- Facts from ChatGPT, Bard, etc. aren’t always accurate. Verify. Check.
- Be aware that AI tools can’t always provide results that meet a specific word count.
- When building media lists, the tool is good at suggesting media outlets but not individual contacts.
- Remember that AI systems are built by people and crawl for information that comes from humans who have their own biases.
- ChatGPT and Bard have different strengths and weaknesses. Experiment to find out what tools work best to meet your needs.
Consider what is fair and ethical
Who owns the AI-generated creation? Intellectual property laws need to catch up.
In terms of transparency, while notification isn’t required, some organizations are letting audiences know how they’re using AI. This could be a simple hashtag (#drawnbyAI) or a statement on the website about how and when AI tools are used.
Public Relations Society of America (PRSA) recently shared guidelines for the appropriate and ethical use of AI for PR professionals. The Biden administration also issued the Blueprints for an AI Bill of Rights last year, five principles to guide AI use in a way that protects the public.
Many organizations are starting to roll out AI policies. Consider whether it’s time for your organization and/or think about how to ensure your team is covered and supported.
The time is now
Right now we have the option to use AI or not, Michael Smart, media relations consultant, said. But in 2025 or so, “someone will decide how your job will change to include AI.”
See you in the sandbox.