We believe that, if used appropriately, AI can be a powerful tool that will bring about a revolution in the way communicators work (more on that here).
However, with great power comes great responsibility, which is why we have developed the following five principles for using AI to support communications. These principles are not specific to a particular platform but instead can be applied to almost all practices that involve AI for communications.
All of our team members are bought into these principles, ensuring they are adhered to and considered throughout our work. Read below to find out more.
Principle 1: AI augments expertise and creativity
There is a common misconception that communicators – or anyone for that matter – can fire up a tool like ChatGPT and produce a perfect news release or social media strategy in a matter of seconds. The truth is that AI-powered Large Language Models (LLMs), such as ChatGPT and Google Bard, do a great job of developing, researching and refining ideas, but require good ideas to be put into them in the first place. Similarly, while LLMs can ‘act’ like experts in communications, the automotive sector or anything else, it takes true human expertise in these areas to properly evaluate the tool’s output and understand its relevance to our clients.
Principle 2. AI can be a force for good
Since AI entered the mainstream, there has been much discussion of whether it is friend or foe. Our view is that, in the context of communications and looking at relatively simple tools like LLMs and image generators, AI can be force for good. By embracing AI and using it responsibly alongside human creativity, we can achieve the highest standards of communication in the modern world.
Principle 3: Knowledge is power
If there is one thing we have learned since working with AI, it is that this technology doesn’t stand still. To remain knowledgeable and informed about how best to use AI today requires a lot of time and effort, but this investment is crucial if we are to harness these tools effectively and responsibly.
We are committed to investing our time, thought and resources to ensure we have the knowledge and skills needed to stay at the forefront of developments.
Principle 4: With great power comes great responsibility
While we are embracing AI, we are not being naïve in our approach to it. We understand that, if not used properly, AI tools can produce or assume incorrect information. But that’s why have worked so hard to understand how to use AI responsibly.
Our in-depth understanding of LLMs and other types of AI tools allow us to develop best practice and ensure we are using it diligently. Meanwhile, we have developed robust processes and tested them exhaustively to ensure we are using AI tools ethically, safely and accurately.
Principle 5: Trust is built on transparency
We will always be open and honest about how and why we are using AI in the work we do for our clients and as an agency. We will explain the ways in which AI can make communicators’ work more impactful, timely and valuable, and will bring our clients on the journey of discovery with us.
We want to demystify AI for communicators, and in time will seek to explain the inner workings of these tools so we can all benefit.
