AI: Marketing Buzz or Genuine Revolution?

Unless you spent the past few months stranded with your friend Wilson on a deserted island in the middle of the Pacific Ocean, you are well aware of that intangible, ever-evolving tool called ChatGPT.

A genuine revolution, this tool lets you get answers to your questions and even automate certain repetitive, time-consuming tasks. ChatGPT is a public communication success story, a marketing buzz. However, we should not reduce the entire field of artificial intelligence to this single instrument. Several AI-powered tools serve specific purposes and will, in the medium term, become indispensable in the communications industry.

Don’t Fall for the Hype

The field of artificial intelligence is still in its early stages, offering a range of possibilities and potential solutions that can quickly become costly in subscription fees, without necessarily delivering satisfying results. It is essential to remain vigilant about actual needs and to use these tools to optimize the time invested. Certain tasks, such as press review compilation, web development and graphic design, will be able to benefit from these advances in the near future. Among notable examples, LeonardoAI and Midjourney stand out for their ability to generate quality images from just a few lines of text. While these images are not yet perfect, they remain a solid source of inspiration. However, it is imperative to consider copyright aspects, as AI’s use of pre-existing images for its learning and construction could give rise to serious legal issues in the future.

Applied to the world of communications, artificial intelligence notably plays the role of a learning companion. In a field where urgency is often the norm, it is crucial to quickly gain an understanding of the environment in which our clients operate. In this regard, AI language models such as ChatGPT are valuable tools for aggregating content. While an organization may thus benefit from time and resource savings, human expertise grounded in practical experience remains essential for executing and achieving success in a communications strategy with its many unpredictable variables.

AI in the Service of Cybersecurity

Another string to its bow, AI can also be used to improve your organization’s security. Anomaly detection algorithms can be used to monitor suspicious activity and detect online attack attempts. Public relations firms can also use AI to protect sensitive and confidential client information, employing encryption algorithms to secure data.

We find ourselves today at the dawn of a revolution as significant as the transition from the typewriter to the computer. Those who can navigate the ever-growing jungle of AI tools available across the web will certainly appreciate their new skills in the years to come.