How AI is Transforming the PR Industry — GVSU PRSSA – Grand Valley State University Chapter of the Public Relations Society of America

Artificial intelligence is a term thrown around so often in conversations, whether it is used to imply the “inevitable doom” of society or exciting technological advancement. However, if you are like me, you are looking to see what AI means for your career. With the introduction of ChatGTP, an AI conversational bot, one can see that this advanced technology can answer almost every question, write a song, script, paper, and so much more. It is designed to have human-like conversations with the user by using human-like language. This type of technology can seem like you are talking to a real human, but it is important to remember that you are not.

So what does this human-like conversation bot mean for PR professionals?

It’s Not Magic

Meredith Broussard, a data journalism professor who focuses on artificial intelligence and public interest technology, takes a unique stance on technology that is rarely brought up in conversations involving AI. She notes that AI is nothing more than moving parts made by humans. It is not magical. It is just comprised of various systems working together. It is impressive, yes, but not quite the wizarding system that many make it out to be. She further explains the realities of algorithms, and how human bias is still present, even when a computer is brought into the mix.

In Chapter two of Broussard’s book, Artificial Unintelligence, she emphasizes the simplicity that computers are machines; they are not at human intelligence and will never be. The idea that computers are magical is based on false pretenses. Computers are all created by humans. They will always be limited in how they respond, and they will always be limited in how they function. Broussard describes how technochauvinists, people who believe that technology is always the solution, will cling to the idea that computers do things better. She states that because computers use equations and mathematics, Technochauvinists will believe that all computer tasks can translate well to everyday life. However, there are so many variables that computers can not possibly consider, and if it is not programmed to handle a variable, there is no critical thinking.

Conversation Bots & Copywriting

Although these bots can create copy, it is important to remember that no one can be you. You have a unique voice and style that no automated system can take credit for or even emulate to its full potential. A computer cannot do you better. No one has your ideas or your life experiences. Yes, an AI can create a typical social media caption, blog post, or even become an influencer, but these things will look basic without any human touch. These bots take what is already written and repurpose it, making the copy just like everything else. In PR, creativity is key, and frankly, no computer can ever compare to the human mind.

Furthermore, as touched on previously, this technology does not eliminate bias; in fact, it is programmed with it. As it uses the internet and web searches, it uses biased content that is not human-centralized. Computers do not have empathy or the critical thinking ability to notice bias. However, we do. Trusting that a computer will create something thoughtful that transitions well into reality 100 percent of the time is just foolish, only humans (specifically a human trained in the ethics of PR) can.

We Still Matter

While conversation bots can be enticing, there is something so special about a trained individual using research to back up writing and fully understanding the client and the audience. PR professionals use critical thinking skills and empathy to cultivate a piece that speaks to people. In any technology, nothing should be taken at face value. We must ask questions and understand the implications. New does not mean better. After all, we are all human, and all we need is humans speaking to humans.

About Reilly

Reilly Lewis is a senior majoring in Advertising & Public Relations with a minor in Digital Studies. This will be her first year with GrandPR, taking on the role of Account Associate. Reilly also serves on the executive board of Grand Valley’s chapter of PRSSA as Vice President of Chapter Development. Reilly is currently working at Perrigo Company as a corporate communications intern.