Beyond Chat GPT Virtual Webinar

Posted on Sep. 18, 2023  /  Subscribe 0

The Beyond ChatGPT virtual webinar brought together dozens of PR pros to discuss generative artificial intelligence! There has been increased interest in the subject matter, and panelists were able to answer in-depth questions regarding AI tools. The panelists consisted of:

• Michelle Olson, APR, Managing Partner, Lambert

• Jeff Gaunt, Managing Director, Lambert

• Drake Evans, Associate Creative Director, Fairly Painless

They discussed the different AI tools that are out there and how PR professionals can adapt and use AI to our advantage.  

Lambert’s view on AI

Our panelists explained how Lambert is on the side of using AI for good. They believe that as PR professionals, we have an obligation to keep up with new technology and to know how that technology works. This is why Lambert instructed their employees to experiment with AI tools like ChatGPT and Midjourney. PR pros must use the tools to truly understand them. When Lambert conducted this experiment, they had several guidelines that their employees had to follow:

• Do not use current client work in prompts to prevent content from being indirectly shared, which can pose legal and financial risks

• Be transparent with colleagues when using these tools 

• Be aware of potential bias in AI tool results (not all information from ChatGPT is always accurate; always fact-check its output) 

• Subscribe to blogs by experts in AI tools so you can learn from them

Types of AI

Before Jeff, Michelle, and Drake went on to talk about how PR professionals can adapt and use AI to our advantage in our field, they made sure that the audience knew about the different types of AI that are out there. Here’s an idea of all the types of AI tools that have already been developed or are in the process of being developed: 

• Generative AI: AI tools that produce content (i.e.Chat GPT) 

• Reactive machines: AI that takes a series of inputs & gives outputs, this AI can’t learn and evolve (i.e. IBM’s) 

• Limited memory: AI that is always learning, not stable, can change, and the model can actually become less effective over time

• Theory of mind: AI’s ability to know us  

• Self-aware: AI that has its own desires 

• Artificial Narrow Intelligence: shows some capabilities of a human (lowest level) 

• Artificial general intelligence: When faced with an unfamiliar task, the AGI system can find a solution 

• Artificial superintelligence: This type of AI far exceeds human thinking and knows more than what we know 

Things you might not know are AI

Even though AI seems to be a fairly new creation, we all have been using artificial narrow intelligence for a while and haven’t even realized it. For example, Apple’s face ID, social media algorithms, Google search, smart home devices/digital voice assistants, maps/navigation, shopping/entertainment recommendations and advertising. 

The Future of AI 

Currently, AI is in the beginning stages. We are at the artificial narrow intelligence stage, but in the near future we will be in artificial general intelligence. The difference would be that AI would go from showing some capabilities of a human to learning how to accomplish any intellectual task that a human being could. 

When we get to the artificial general intelligence stage, there could be custom-trained AI used for business. This could look like AI software intertwined with existing business applications like Microsoft, Adobe, Apple, etc. There can also be AI copywriting assistance and video/audio production that will allow PR professionals to be able to get more work done more efficiently. 

Fun with Generative AI 

The panelists gave recommendations as to what Generative AI could be best used for. They explained how Generative AI is good for brainstorming ideas when you are pressed up against a deadline. They also said that AI should never be the sole writer of a project but can be best used as an editor. This means that if you already have a social media campaign written out but want to challenge your assumptions, you can ask ChatGPT if there is anything that you are missing in your campaign. Then ChatGPT can go through and add more ideas on what you can improve on. 

In public relations, marketing and advertising, it can be very useful to use generative AI to help with media list development. This list will help you find the right outlets for a new industry. Not to mention that AI can help generate creative ideas for events, celebrations, product launches, etc. Lastly, AI can help point out trends for us PR professionals so that we can make sure we are creating effective media content that our consumers will find useful. 

What worries Lambert about AI

All the panelists agreed that even though they believe AI tools can be used for good, there are people out there who want to use it for bad. Some examples that they talked about was a lack of data security  and AI being able to use your face and voice without your consent. The panelists also said that AI is still faced with serious issues and obstacles, such as ownership/copyright, proliferation of bias, disinformation and job loss. It also has become increasingly difficult to distinguish between what is “real” and what’s artificially generated. There are always going to be bad actors who want to train AI to harm people, governments and markets. Not to mention that it's extremely difficult to fact-check at the speed at which information travels today. 

In conclusion, it’s important to stay up-to-date with new technologies while remaining true to PRSA’s Code of Ethics. Check out PRSA’s AI Insights page for more information and to explore the topic further.

By Samantha Cruz, PRSA-Phoenix Intern

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