Don’t Over-Rely on AI. Your Writing Needs You
The AI revolution is here. AI writing assistants are embedded in documents, emails, and search engines. Some people craft entire articles or blogs based on what they find on apps such as ChatGPT. It is undeniable that AI is a common and inescapable part of our culture.
That being said, AI is certainly not error-proof. There have been many prominent cases of AI filling in documents with incorrect, misrepresentative, or completely made-up information. These errors have come from lawyers, government officials, and more – no one is infallible. One study reported the prevalence of misinformation and inaccuracies to be 70%. AI can’t replace person to person information gathering or the data that comes from being immersed in various communities.
From a public relations standpoint, you never want to turn over your work product to a machine. It is important that we remain involved in any content we produce – whether it’s a speech, statement, blog, or interview response. Here are several reasons why.
No One Is Exactly Like You
Your experience is unique. No one can replicate who you are, what you know, and why you do what you do. In fact, your uniqueness is what makes you stand out. It’s why reporters and influencers gravitate to people who are different. AI may assist us in completing minor tasks, compiling research, or discerning the direction for a project. But it is not a replacement for you.
Over-Reliance on AI Can Lead to a Scandal
Published content is subject to scrutiny. And in today’s environment where everyone has a smartphone, what you say at any given time can be examined under a proverbial microscope as well. No one wants to be caught unawares. Even if you don’t face legal trouble (like the lawyers did), it would be bad for a leader’s personal and professional credibility to share false information or fail to appropriately cite a source.
Additionally, over-reliance on AI could have ripple effects outside of any one use. A study reported that the potential reduction in critical thinking skills when someone is dependent on AI is 75%; this is a drastic change that could affect how we approach future work and other aspects of our life.
It is true that AI offers convenience; but over-reliance on the tool is not worth the risk. We advise clients that use AI to check any citations to ensure that they are real, accurate, and relevant. We also encourage clients to use the tool to generate ideas that can then be filled out by your own writing and research.
AI Can’t Replicate Personal Experience
AI can only write what it knows or what it scans from internet sources. It is a great generative tool, but it can never effectively model your insights and experiences. Your writing will always be more personable and human.
In another example, AI cannot share personal anecdotes or examples that support your message. These can be the most impactful and persuasive elements of any appeal, as it draws the reader in and helps them empathize with your cause. That is why your personal experience will always trump AI.
AI Won’t Consistently Help You Stand Out
Content produced by AI tends to follow the same tone and flow, regardless of who’s using it. There are elements of its writing that make it clearly identifiable as AI-generated work. Especially as the writing assistants become more ubiquitous, people will likely start recognizing this style more and more.
However, the public will respond favorably to your unique voice. If you want your message to stand out in a sea of generated content, we wouldn’t advise relying solely on AI.
You Give Your Writing Value
There are several elements of writing that are essential to get media interest. AI can’t be trusted to do all of this without error. You are the most qualified to communicate your story, your work, and your goals. AI can never replicate humans in a way that is accessible and meaningful.
Now I want to be clear, I know you have a million things competing for your time and attention. And there is just one you. I also know that you may not have the staff you need to get everything done. It is totally appropriate to look for tools that add capacity. I simply wanted to share a couple tips to help you use AI as effectively as possible.
As I close, I want you to know that you don’t have to do it alone. You can work with a PR team and allow us to do the heavy lifting of writing while ensuring your message retains your voice. We provide support to write, edit, and share your work so you get the coverage you deserve. Instead of turning to ChatGPT the next time you have too much on your plate, contact Spotlight PR instead.
Sophia Shannon is a media relations associate for Spotlight PR. Be sure to check out our other blogs and subscribe for regular communications updates.