If communicators do not learn how to use these new tools properly, some might mistakenly assume that AI could replace them.
When Shaw was first introduced to ChatGPT, he was "pretty depressed," he told a room of communicators at a recent summit hosted by The Conference Board. "But after using the product, it made me think about my job very carefully."
"As communicators, we have this phenomenal opportunity to lead our companies through a transformation by being the first and best example" of rethinking the way work is done, Shaw said. "So much of what we do is ripe for these tools. We create content, plans, presentations and speeches — all those things can be done more efficiently and more effectively if you embrace technology. If we don't do that, other people will and they will push us out of the influence role that we have, and so that would be a bad outcome."The lightest lift for AI is in content creation — using tools like ChatGPT to draft memos, press releases or blog posts.
"At the end of that process, you can take the approved draft and run it through AI and ask" what the key message is, Shaw said. "If the AI doesn't find it, then people aren't going to find it either. So that means you have to stop, go back and relook at what you've done. ... It's an easy checkpoint."
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