Many businesses are grappling with the best approach to their communication strategies. Should they create their own messaging, work with artificial intelligence, or hire communications professionals? The quick and dirty approach has become synonymous with using some form of writing generated by large language models – such as ChapGPT. The ease in asking a bot to generate outcomes based on being fed a few ideas has seemingly bridged the communications gap and placed professional messaging at the fingertips of most businesses.
Even more appealing, is the idea that individuals are largely incapable of distinguishing between AI- and human-generated text as readily as they would that of communications professionals (Kreps et al., 2022). Being that this has become our reality, why would a communications consultancy intentionally provide messaging against its industries own interests? We’re glad you asked!
Sure, AI-generated communications are dominating businesses' ability to introduce and market themselves quickly and sometimes with little expense. However, the credibility of the source should be a cause for concern to businesses and consumers. Thus, a more discerning approach to evaluating information sources – i.e. encouraging the exercise of caution and critical thinking when engaging with content generated by AI systems (Huschens et al., 2023), is a direct cautionary tale for individuals and consumers alike.
Consulting communications professionals is integral to your consumers receiving messaging based on not only the values and mission of your company, but also the heart and soul. Many small ventures/businesses are intentional about garnering a particular feeling from potential clients by evoking feelings through stories, narratives, and shared experiences. While artificial intelligence has been successful at crafting language centered around appealing to consumers, they have an uphill battle in evoking emotion specifically generated through conversations that can only come through relationships built with professionals who then create human-generated messaging that appeals to their specific audiences. When deciding whether to invest in communications and messaging where credibility is at stake, which avenue would you like your company to partner with?
Comments