Generative AI: An exciting new frontier for comms professionals

Since the launch of ChatGPT mere months ago, over 100 million users around the world have now interacted with it. We’ve seen business and technology media breathlessly dedicate reems of coverage to the product, as well as profiling other generative AI tools and the companies behind them at great length.

To learn more about the implications for brands in 2023 and beyond, we convened a panel of expert journalists and academics to explore what companies can do to seize the opportunities generative AI presents to produce unique ideas, create compelling content at scale, and ultimately forge greater connections with audiences.

Our world-class line-up included Ethan Mollick, Professor of Entrepreneurship at the Wharton School of the University of Pennsylvania, Chris Morris, veteran technology journalist and contributor to Fortune,, and Fast Company, and Parmy Olson, “We Are Anonymous” author and Bloomberg technology columnist.

Here are three key takeaways from the discussion:

1. Communicators should use these tools to improve content and efficiency

 From drafting press releases to generating quotes for spokespeople, is this the end of the road for writing as we know it? “Not today”, our panel concluded.

But with recent studies indicating writing outcomes improve by 30 – 80 per cent when enlisting generative AI tools, communicators should consider how to integrate them to improve their own workflows and those of their wider team. This will result in better quality content, engagement and results.

2. Brands must be mindful of future regulation

Models that respond to images such as ChatGPT-4, or generate images such as DALL-E 2, can as Ethan Mollick put it, “be used as a prosthesis for the imagination”, allowing users to experiment with seemingly infinite perspectives in just a few clicks. However, questions remain unanswered on whether this is safe territory for brand communicators.

With current law unclear and regulation surrounding such issues not even in existence yet, communicators would be especially wise to play close attention to how this debate unfolds, and what the implications might be for their teams and brands as a whole.

3. Testing technologies is key to understanding them

Our panellists concluded their discussion by ironically recalling the prevalence of negative opinions on generative AI tools, from those who had yet to actually try them.

Communicators must therefore experiment. Access these tools. Set them tasks. Give them assignments relevant to your world of work. Only by thorough testing can you accurately access the benefits and potential pitfalls over time for you and your brand.

The age of generative AI has arrived

There’s no escaping this fascinating landscape that’s unfolding and evolving every day, disrupting areas of business we know of, and others we haven’t yet begun to comprehend.

There is one clear message for communicators today though: Spend time understanding the potential of these technologies. Seize the opportunities presented today to produce better ideas, better content and better connections for your brand both today and tomorrow.

For our full write up of insights from the discussion, please click here. To watch the discussion in full click here.