The Impact of ChatGPT on PR and Marketing
ChatGPT has created a unique disruption in the world of PR and marketing. PRNEWS asked industry professionals how they would utilize ChatGPT for various writing tasks, such as press releases, customer service responses, and social media copy. Interestingly, some PR experts expressed their desire to avoid the platform completely. On the other hand, there are those who have already started using ChatGPT as an opinion commentator.
There is a common misconception that AI is only relevant in the B2C industry, as these companies have access to a larger pool of customer data to leverage AI tools effectively. However, AI is just as relevant in the B2B industry. B2B communicators must explore how AI can assist them in providing better services and improving their communication tactics while also considering ethical and legal considerations.
Ethical and Legal Considerations
The B2B sales cycle is longer than that of B2C products, and as a result, nurturing relationships becomes even more critical. Building long-term trust is essential for B2B customers. Trust is a key aspect of ChatGPT, as users need to trust that the generated content is factually accurate. However, will using ChatGPT help you stand out or potentially lead to copyright issues?
Google’s stance on AI-produced content is clear – using AI-generated content to manipulate search rankings violates their spam policies. PR and marketing professionals are often unaware of the source of AI-generated information, and Google’s system of determining quality based on the number of citations is not yet in place.
The U.S. Copyright Office has recently launched an initiative to examine the copyright law and policy issues associated with AI. This initiative is a response to the rapid advancements in generative AI technologies and their increasing use by individuals and businesses. We must wait for official guidance on these matters.
Approaching ChatGPT with Caution
In the world of B2B, we strive to influence, build effective marketing strategies, and convey hidden agendas. We aim to win awards, deliver company messages, and demonstrate corporate leadership.
The concern here is not that machines are writing like humans, but rather that humans are increasingly starting to write like machines. ChatGPT should serve as a wakeup call to stop using marketing jargon and instead focus on using words to convey genuine ideas and thoughts.
From countless monkeys attempting to write Shakespeare, to the WSJ’s first Buzz Word Generator, to ChatGPT, AI has advanced significantly and has fundamentally transformed its capabilities.
ChatGPT possesses an exceptional ability to manipulate words. We’ve all come across press releases and articles that use fancy language but lack substance. The phrase “I see the words, but what do they mean?” is often heard in my company. Many writers and content creators produce copy without genuine interest in the subject matter. This is an area where machines excel!
Where do Humans Excel?
Quality writing is driven by intention. B2B professionals possess unique skills, perspectives, and relationships that cannot be replicated by AI. While AI can assist with various tasks, there are three essential components of effective PR and marketing that it lacks: creativity, critical thinking, and emotional intelligence.
Thinking beyond conventional approaches is impossible for ChatGPT; it is the box, the creator of the box, and limited by the box itself. These limitations highlight the complementary relationship between AI and human B2B professionals.
Critical thinking is crucial to understanding the causes behind correlations, recognizing and eliminating biases, and distinguishing between primary sources and personal opinions. Selling innovative solutions and developments requires tailoring copy to different audiences with diverse needs. This necessitates critical thinking, a capability that robots do not possess. Additionally, empathy is crucial in addressing issues, but robots are incapable of demonstrating empathy.
Is it Time for PR and Marketing to Embrace AI?
As with any new technology, there are benefits to be gained and lessons to be learned. However, one thing is certain: B2B professionals should utilize ChatGPT as a complementary tool to enhance consumer engagement.
Judith Ingleton-Beer is the CEO of IBA International.
Editor Notes
In the rapidly evolving world of PR and marketing, staying informed about the latest advancements in AI technology is crucial. ChatGPT has brought about significant changes and challenges for professionals in these fields. It is essential to understand the ethical and legal considerations associated with using AI-generated content. While AI can offer valuable assistance, it cannot replace the unique skills and capabilities of human professionals. It is important to approach AI tools like ChatGPT with caution and use them as complementary tools to enhance customer engagement.
For more news and updates on the latest AI technologies and their impact on various industries, visit GPT News Room.
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