Open Outlook ✔️
Open Microsoft Teams ✔️
Open ChatGPT ✔️

It’s astonishing to think that ChatGPT launched just a little over a year and a half ago.

Since the introduction of OpenAI’s intuitive large-language model in November 2022, AI tools and software have become an integral part of many of our working lives.

You need only look at the widespread global news coverage when the chatbot faces outages for even 90 minutes to gauge the reliance some now have on the tool.

With Apple announcing a partnership with OpenAI and ChatGPT’s official integration into Apple products, it’s clear that AI is here to stay. It will be an inseparable part of our lives as technology advances

However, anyone who has spent any time using these tools will know that their shortcomings are glaringly obvious. The range from amusing to outright dangerous, with Google’s new ‘AI Overview’ product making headlines for suggesting that eating rocks can be good for you, and that glue can be used to thicken pizza sauce (don’t try this at home!).

Though not without their risks, a whopping 83% of surveyed comms agency teams are already utilising AI tools routinely, so the industry is one of many which is starting to see the benefits.

Streamlining tasks

One of the most immediate benefits of AI to comms is its ability to handle repetitive and time-consuming tasks.

While the writing style can be immediately obvious to spot, tools like ChatGPT can help draft templates for social media posts (I’m looking at you, LinkedIn), and email pitches at impressive speed…. though of varying quality.

While human input is still clearly necessary the tools will allow more time to focus on more strategic activities.

AI-powered scheduling tools can optimise the timing of social posts, ensuring that content reaches the intended audience at the most effective times. This can improve engagement rates and overall campaign performance without the need for manual adjustments.

Media monitoring and crisis management

One of the things that AI excels at is the processing and analysis of large volumes of data quickly and accurately. Providing the tool used has access to real-time data, this can be invaluable in media monitoring, where teams need to keep track of numerous media outlets, social media, and other information sources all at once.

Sentiment analysis through AI ‘social listening’ and continuous monitoring can provide real-time trend analysis and insights into public perception of a brand or campaign. By identifying trends early, teams can respond proactively to potential issues or capitalise on emerging opportunities.

What’s next?

There are of course ethical considerations when using AI, not least whether companies should disclose the use of AI tools in their work.

Looking ahead, as in every industry, the role of AI in comms is likely to expand further as technology continues to evolve.

OpenAI’s new AI model, GPT-5, is slated to arrive later this year (rumoured to be over the summer), with CEO Sam Altman suggesting the new model may work like a ‘virtual brain’, no doubt bringing with it a whole new set of capabilities and inevitably, issues.

Advanced AI systems such as this could offer even deeper insights into audience behaviour, predictive analytics for campaign outcomes, and more sophisticated content creation.

However advanced the technology, the ability to understand nuanced human emotions, cultural contexts, and ethical considerations cannot easily be replicated. For organisations who want to be authentic and empathetic humans (thankfully) will still have a big role to play.

Would you like some help with your communications? We’d love to hear from you. Contact us hello@houghbellis.co.uk.