AI software is going to change how we communicate and produce content, but not in the way you might think. It’s true that the AI industry has been taking up a lot of space in conversations recently.
Machine learning is already used in everyday life, from smart home devices to facial recognition software and self-driving cars. You may already have speech recognition software in your home, through Amazon Alexa and Siri, for example.
When ChatGPT was launched in November 2022, the capabilities sent shockwaves into marketing and PR communities. The conversation was steered around the deep learning and content-generating capabilities of these artificial intelligence systems. While AI technologies are capable of producing remarkably human-like content at speed, this is merely a parlour trick.
Creative work and face-to-face interactions will always require human intelligence. Instead, the true value of AI rests in its ability to reinvent workflow and make everyday life easier. Communications teams simply need to embrace AI applications as a great way to make what they already do, better.
ChatGPT vs Bard: know the difference
The launch of ChatGPT was followed a few months later by Google’s response: Bard. Many make the mistake of assuming that the deep learning capabilities of both artificial intelligence programs are the same. However, there are differences between the two.
ChatGPT and Bard are both conversational tools that use natural language processing and machine learning to respond to prompts. However, Bard is reported to be considerably better at producing human language-like responses.
ChatGPT is a Generative Pre-trained Transformer, and Bard is a LaMDA, or language model for dialogue applications. They’re both machine learning models. However, Bard has access to real-time online data, whereas ChatGPT only has access to data up to 2021.
It’s worth mentioning, however, that these examples of artificial intelligence programs are still ‘in training.’ Feedback is still being gathered and improvements are constantly being made. It’s suspected that the new GPT-5 will have access to broader knowledge and enhanced language capabilities, for example.
Understanding target audiences
The prompt: list some common challenges for the audience of [a healthy dog food company].
One of the most exciting ways that AI can revolutionise workflow is by collecting and analysing complex data. AI programs can help PR and communications professionals publish tailored content for highly targeted campaigns.
Using the right prompt, an AI system like ChatGPT can generate audience profiles. These can help PR and comms teams understand an audience’s habits, behaviours and preferences. This data can be used to build better campaigns that can be used to deliver more effective messaging and drastically improve engagement.
Top tip: remember to be specific! The answer to the prompt varied when the word ‘healthy’ was omitted.
The prompt: identify target influencers for [an ethical fashion campaign].
The influencer market size is estimated to be around $21.2 billion, which is a whopping 29% increase from the previous year. It’s no doubt that businesses are investing more money than ever to find the best influencers for their brands.
AI programs can help PR and communications teams develop a strategy to find the best and most qualified influencers for campaigns. ChatGPT and Bard can also help streamline influencer communication by setting up automated messaging to common requests.
AI software and digital assistants can also help keep track of campaign performance by generating reports on campaign metrics. This allows PR and comms teams to understand which influencers are creating the most value and adjust their strategies accordingly.
Summarising in-depth research
The prompt: summarise (episode 277) of (the Therapy for Black Girls podcast) by (Dr. Joy Harden Bradford).
This is a great example of artificial intelligence and its capabilities for research. ChatGPT and Bard can be used to extract information from complex resources like websites, podcasts, presentations and studies.
PR teams can use artificial intelligence software to simplify research from subject matter experts. They can then use this information to create attractive pitches and credible content.
Chat vs Bard: ChatGPT struggled with generating a response to this prompt, perhaps because the content was published in 2022. Bard, however, was able to provide a summary and a selection of key takeaways from the podcast episode.
The prompt: write an engaging email subject line about [a new product] from [an Saas software company]
The natural language capabilities of ChatGPT and Bard can be used to write a variety of content. This includes case studies, blogs, social media posts and sales copy. Some AI systems can even produce creative artwork for marketing campaigns. Using artificial intelligence programs for content writing can offer a quick turnaround at a low cost, but there are some concerns in this area.
AI software may cause data security problems or create plagiarism issues. It also has limitations in terms of creativity. After all, AI can only mimic creativity by sourcing writing from work that’s already available. Instead, AI can be used effectively to help with research, generate ideas and provide a general structure for a piece of writing.
Top tip: you should always use an experienced communications team to make sure the content is safe, accurate, and of a high standard.
The prompt: list the main competitors of [Woodford Reserve Whiskey Company].
One mantra that’s been around since the dawn of business is ‘know your competition.’ Competitive analysis can help businesses understand more about the strength and weaknesses of the competition.
AI can be used to perform competitive analysis to collect, analyse and use competitor data to identify potential threats, risks, and opportunities. This information can then be used to better position a brand to compete against them.
Bard and ChatGPT are just two examples of artificial intelligence programs that can revolutionise PR. Make sure you’re not missing out on the power of leveraging AI to streamline and enhance processes.