Adoption is huge and democratization is great. Generative AI and ChatGPT are revolutionary for the corporate communications and PR professions. And against the diversity of technological solutions proposed, communication departments must move quickly and well: to understand the tools but also and above all to understand the new issues that related to a wide spectrum such as branding, data, intellectual property, ethics, representation. , emergency communication or commercial communication, environmental impact, employee skills enhancement and even the relationship with service provider communication groups.
They must then set rules and ensure that they are respected, while building a suitable organization. Suffice it to say that a management role is strategic if the company wants to both protect its reputation and take full advantage of the enabling effects of these new technologies.
Like all previous technologies, AI affects interdependent ecosystems, especially the information and reputation economy: the proliferation and sophistication of fake news, the brutal and mass manipulation of audiences, the mass of content and the emphasis on audiences, more studies, copyright violations… AI undermines the perception of truth and reliability of information, deepening the trust between transmitters and receivers. A direct and already visible impact: the importance of information verification and the result, the acceleration of information research in the media and by the media.
As a seeder of problems and obstacles, AI also carries new paths within it. Already able to create content and optimize press releases, create and update news and communication files (data), translate texts, prepare interview or interview reports, improve SEO or conduct research media, even if the analysis is still imperfect. It frees up automated tasks to leave bandwidth for higher value missions.
The AI revolution
“Yes, it’s a revolution, no, we won’t go back”recently explained Anne Imbert, VP brand, sponsorship & advertising at Orange at a round table organized by the national association of communications.
But who says revolution, who says anticipation and change. First, organizing documents and content production with proven standards that guarantee the style and tone of the brand. Second, organize and define quality control and benefit from a guaranteed experience with the increase in the skills of employees trained to be able to communicate with the machine. Another critical issue for communicators, the crisis.
Faced with inflated actors who are not always friendly or honest, they must be on deck to combat more numerous and violent false declarations; information that takes on all the attributes of the brand but is generated in seconds by unparalleled and partisan AI. Finally, there is the question of organization: appointment of representatives by country, by market, by brand, and committees to manage and protect knowledge.
Trained, equipped, supervised, organised, it is on this condition that communication experts control their destinies and their brands. On condition also that the methods continue. At a time when the communications and media sector is expecting a decline in recruitment, this innovation will lead to new investments, both human and financial, and the need to negotiate more operating budgets. The fact remains that once all these conditions are met, communicators will continue to rely on media and platforms that need to invest more in the publication of quality, reliable and certified, and on public authorities that need to apply safeguards. The game promises to be complex and tight
2024-05-13 03:04:00
#revolution #management #teams #work #fast #Antoun #Sfeir #Epresspack
