NEWS

It is an honorable concern of the DRPR to provide PR professionals with binding rules for dealing with AI. And he is not alone in this. Many national governments, the EU and international organizations are discussing or already regulating how artificial intelligence should be put on a leash.

Artificial intelligence (AI) brings us communicators impressive technical possibilities, but at the center of this profound change is the human being. This raises organizational questions above all: Who in the team has what attitude and previous experience with AI, what image do we have of our future collaboration, and how do we want to approach the topic?

It is true, Artificial Intelligence, namely the so-called LLMs (Large Language Models) will democratize communication work. Where recently a lot of money or personnel were required to generate different derivatives for numerous channels from one text, for example, today AI spits out the content in the right formats and tonalities at the push of a button in seconds for free.

The rapidly changing world presents us with new challenges, from economic difficulties to social upheaval. In this era of the dawn of Internet 3.0, characterized by enterprise and technological advances, exciting opportunities are opening up. Amidst the abundance of data, however, one constant remains: our love of stories. Good storytelling not only captures our attention, but also creates trust and identification. In an uncertain world, companies have a responsibility to build trust and create bonds. Communication plays a key role here. Integrating AI technologies like ChatGPT can help gain the trust of customers and prospects through effective storytelling.

A key idea of CommTech is the adaptation of the customer journey in the form of a stakeholder journey to corporate communications. Anyone who considers the idea will subsequently wonder in amazement why communications has so far failed across the board to maintain a continuous dialog with individual stakeholders beyond the “attention” stage, in which the “connectedness” stage is finally reached.

No nesting follows now, although the results of the recently published Global CommTech Report 2023 would give cause to do so. One must put a question mark in front of the parenthesis as to whether a sample of 329 participants worldwide is representative of the status of CommTech in companies and agencies.

ChatGPT changes lives, work and education. This offers opportunities – but also risks. In an open letter, a group of prominent entrepreneurs, researchers and intellectuals call for a pause in the development of AI systems like ChatGPT.

It’s just the two of us. That’s why we can talk about this grievance quite openly: Almost no communication department is able to capture the response in the individual channels AND make them comparable with each other.

Why is CommTech becoming increasingly important, especially in PR? Should we worry about our jobs as communications professionals because of ChatGPT? And doesn’t artificial intelligence perhaps have its own agenda after all.