AI tools are only as effective as the hands, and brains, that wield them

After Hanover announced its partnership with AI developer InferenceCloud – an AI provider with years of experience producing tools squarely focused on communicators - earlier this year, I wanted to learn more about the potential transformative effects of AI on our industry.

To date, I have been unimpressed by my, admittedly, limited dalliances with AI. From receiving dry AI-generated content from prospective employees, to giving myself an extra arm whilst editing out a tree in a holiday snap, I have found it to be, at best, a waste of time, and at worst frustratingly disappointing. But, as a firm believer that even the best tools are only as effective as the hands that wield them, I was prepared to acknowledge that I was the problem. Four hours and a good few panel discussions later, and the reality is, like most things, more nuanced.

I left the session with a much deeper understanding of the power of such tools and some especially useful tips. The Majlis, however, also spotlighted but a few of the numerous ethical, legal, and existential questions posed by the rise of AI. There are of course many instances when the use of AI tools can be hugely beneficial, however, I passionately believe that you must be fully aware of their limitations before you dive in. With that in mind, here are my top takeaways from the session, inspired by the MEPRA AI guidelines.

1) Always be open and honest about the use of AI.

I have received a few tests from potential employees that were completed entirely using AI (and badly). The overwhelming feeling when in receipt of such work is that of being cheated.

We all know these tools exist, and when used correctly, have their merits, so it is important to be transparent about when and how they have been used. Hanover has its own guidelines in place to regulate the use of AI amongst its employees; and we would recommend that all firms follow suit. It is also important to keep abreast of new laws and regulations more generally in relation to intellectual property and the fair use of creative content to avoid getting into murky legal territory.

2) Be aware of the risks around data privacy.

Any information that you submit to AI tools is released into the public domain. Whilst you may only be using the tool for an internal document, you could be unwittingly releasing sensitive information into the public realm. Understanding privacy settings is key to avoiding such issues. Companies should always be aware of NDAs and data privacy clauses relating to the use of AI before using tools for firm-specific work.

3) You get back what you put in.

Boring briefs that lack creativity will churn out dull and lifeless content. The more detailed prompts and the more information you provide the better the outcome will be. Interestingly, research suggests that if you frame your questions in deferential and polite language you are more likely to receive improved results. Furthermore, if you praise the tool and inform it of the importance of the search, you will also receive a higher quality and more creative response. And whilst AI only draws from existing material, sometimes this is enough to inspire a truly original idea of your own.

4) Beware of stereotypes and prejudices.

As AI only draws from content that already exists, it is important that users interrogate the source of the information collated and assess its reliability and the extent to which the information could be biased or prejudiced. The role of a comms professional is to act as a gatekeeper and ensure that cultural sensitivities are respected, statistical biases are avoided, and all viewpoints are represented. It is important to always consider the validity of the source from which the information has been mined and to be proactive in identifying existing bias in society that could be transferred to algorithms.

Whilst AI can be an immense help when it comes to research, developing processes and creating initial drafts of simple writing tasks, there are many human qualities that it cannot replicate. AI is great at solving well-defined problems with clear parameters; however, it struggles when faced with ambiguity and open-ended situations. Critical thinking and providing fresh perspectives are an invaluable asset in an ever evolving and increasingly nuanced world. AI tools in the right hands can prove to be hugely advantageous but tools alone fall short of producing truly ground breaking work -and that is what distinguishes outstanding comms professionals from simply good ones in a highly competitive market such as the GCC.