There is a great debate underway about the pros and cons of artificial intelligence – AI – and how best to manage these new technologies while also managing your business, teams, goals and bottom line. Tools like ChatGPT and Perplexity AI are making headlines, but can they help you do the same?
At Co-Communications, we understand the importance of being on top of trends and technological advances, while balancing it with tried-and-true best practices. The more we know and the more efficiently we utilize our teams and talents, the better we collaborate with our clients to meet their goals and support their success. Our team set out early on to explore the dynamics of AI and research different applications to determine the best ways to leverage these innovative tools. It’s an ongoing and exciting endeavor and as new technologies emerge and evolve, so too will the ways we utilize them.
Transparency is paramount in our business and, as marketing and PR professionals, we make it our business to adhere to our founding principle: Make Yourself Perfectly Clear™. We’re not vendors – we’re partners with our clients and we build relationships based on trust, authenticity, empathy and mutual respect. In line with that, we are sharing our AI-usage best practices to make it perfectly clear how we are leveraging innovative technologies in our business to enhance efficiency and stimulate creativity.
One of the tools our team has embraced is generative AI. We believe platforms such as ChatGPT can help organize and inspire ideas and generally free up time for strategic thinking and creative production. We also believe it is critical that the uses of generative AI align with our core values, professional standards and ethical guidelines.
Here is a sample of some of the ways we may use generative AI to enhance our creative and strategic processes:
- Brainstorming: We think of AI as another creative voice in the room, collaborating with our team to contribute to brainstorms.
- Developing outlines: AI can help in formulating outlines for blog posts, press releases, social media content and more.
- Improving efficiency: AI is very useful in automating tasks such as basic research. Then our team members jump in to fact check and cross reference – even the best-trained AI can still offer inaccurate, outdated or misleading information.
Basically, generative AI plays a role in our creative process, but it requires our professional expertise to bring it all together. You get out what you put in. It’s a base, from which we then develop and refine.
Marketing requires a human touch to be successful. No matter how “intelligent” it is, AI simply cannot replace the creativity, innovation and strategic thinking we as professional marketers bring to the table.
