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Lisa Gibson

Generative AI: Friend or Foe for Communicators?

The launch of ChatGPT took the world by storm, with media outlets around the world providing their views on the opportunities and perils of this innovate generative AI tool.  Since then, there has been an onslaught of generative AI solutions designed to make our lives and work better.  But not everyone views AI in a positive light.   In my conversations with communications and marketing students and professionals, there is a lot of unease and fear that AI-powered tools, like ChatGPT, will replace the need for experienced communications professionals. 


I have been using ChatGPT, Bing Chat, DALL-e for quite some time and find them to be powerful tools that when effectively prompted saves time and acts as a great digital collaborator.   There are many use cases from crafting social media posts, blog articles, press releases to researching facts and stats for content, editing articles, summarizing books and whitepapers, and developing media briefings.   For me, the real value from using generative AI is that it frees up time so I can focus on more strategic and human-centered tasks such as developing innovative communications strategies and coaching c-suite executives.


The introduction of AI-drive technology is transforming how marketing and communications professionals build and analyze their strategies.  Now more than ever, it is critical that communications professionals use actionable, real-time data and analytics to drive strategy and creativity. 


A recent KPMG survey found that 75% of Canadian CEOs are making generative AI a top investment priority.  There is a vital role that communicators can play in helping organizations build a culture and change management plan that not only helps employees embraces AI, but also understand the necessary protocols and safeguards.


As organizations continue to prioritize digital transformation, communication professionals who master generative AI’s potential will be in high demand and have a significant advantage over their peers.  I believe that AI will not replace communicators, however communicators using AI will replace those who don’t.

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