Since ChatGPT was launched at the end of 2022, artificial intelligence has been a hot topic. AI tools have been tested and used both privately and professionally ever since. This is also the case in PR and international communications at thepublic®.
In addition, the field of AI-based solutions is developing rapidly. Many questions remain unanswered regarding safe use and fundamental changes to processes and the provision of PR services.
Since early 2023, the team at thepublic® has been exploring the use of artificial intelligence (AI) in the services we provide to our clients.
Four questions are most important to us in this regard:
- Is the use of the tool legal and secure? (Data protection, copyright, etc.)
- What can each tool actually do? And what are its limitations?
- Does the tool deliver the quality (in terms of content, style, and journalism) that we as an agency strive for?
- How can false factual claims or fake sources be ruled out?
Privacy and copyright
The most important issue when using AI-based tools is data protection. In external communications in particular, we often work with internal, confidential, and as yet unpublished information from our customers.
Vor allem The data processing of tools such as ChatGPT has been quite opaque so far. It is not clear on what legal basis personal data is transferred to and stored in the US or other third countries. (…) The input and use of personal and other sensitive or confidential data must generally be avoided when using generative AI systems.
Data fed into AI may be protected by copyright—for example, text modules, terms, or images. As a result, AI-generated output may constitute a copyright infringement. Reproduction may be punishable by law. In this respect, caution is advised when using AI-generated output. Using this output for external communication is particularly risky.
Companies should consider potential legal and financial risks associated with the use of generative AI. This includes clarifying the question of liability in the event of errors or damage caused by the use of AI.
Due to these problematic issues, thepublic® does not use AI-based tools when processing previously unpublished content. This applies to many basic services, in particular press releases, specialist articles, product reports, etc. Furthermore, we advise our customers against using AI tools in connection with private, protected, or confidential data.
AI tools in practical testing
In a test phase involving four AI tools, we identified both the potential and limitations for three important components of our daily PR work: text creation, content creation for social media, and the internationalization of PR.
Copywriting
Potential:
Through targeted prompting, AI tools can become sparring partners that help to better understand the requirements and topics of target groups. This helps to tailor technical texts even more precisely to these target groups and complex industry topics and to increase text quality and relevance through versioning.
AI tools can quickly process and accurately summarize large amounts of information. When processing large amounts of information, e.g., from briefing discussions, technical abstracts, study reports, or white papers, AI accelerates the information absorption process.
AI tools help to increase the creativity of texts and develop ideas. As a sparring partner in brainstorming sessions, AI helps us to develop “headline variants” and find suitable topic hooks.
Limitations:
AI often only processes highly complex information superficially. Texts on complex technical topics do not exhibit high content quality. Benefit arguments tailored to specific target groups in particular require human expertise. Corporate wording and individual tone of voice cannot be captured and incorporated by AI tools.
Credible PR is based on the personality and authenticity of the sender in many formats and channels, such as expert interviews or thought leadership content. So far, this personality can only be simulated by AI-based tools.
Social media content creation
Potential:
Existing and previously published specialist articles, references, and interviews can be used to create a basis for social media content more quickly with the help of AI. Continuous content creation for LinkedIn, Instagram, and other platforms becomes faster and easier. Human adaptation and quality control remain in place.
Limitation:
Opinions, perspectives, and expert knowledge do not correspond to the depth of content that is needed to be effective. Links and tags for greater reach still have to be created manually.
Internationalization of PR
Potential:
AI can be used to drive forward the internationalization of PR. AI-based translation tools significantly speed up and simplify the translation process. This offers potential for the expansion of international communication.
Limitation:
Translation tools are not yet capable of localizing content and taking cultural specifics into account in the language. thepublic therefore always supplements AI translation with native-speaking PR editing.
