Education key to breaking down AI-related fears.
Knowing how AI models work is crucial to unlocking their potential and improving workflows. Yet, many business leaders are approaching generative and discriminating AI them with great caution.
Kara Fisher, head of reputation insights for Signal AI, said she believes that’s due in part to a lack of education about the subject. She cited a recent survey of 3,400 C-suite executives in which 76% saw generative AI, such as ChatGPT, as more of an opportunity than a threat. However, the kicker is that nearly the same number, 72%, indicated that they’re investing with more apprehension. Fears about using AI range from legal risks to worries about output accuracy.
“This is indicative of the real questions and fears that many of us have about how these technologies will impact our day-to-day lives,” Fisher, told a packed crowd during PR Daily’s recent Media Relations Conference.
During her 30-minute talk, Fisher explored ways to ease some worries when developing frameworks for using those tools. A central part of that process is education about the specific mechanics of the different AI models and how they’ll affect specific business processes.
At this moment in time, users can’t always trust the output of generative AI because it’s producing predictions based on the inputs it’s learning from rather than true facts, Fisher said.
Fisher said generative AI tools like ChatGPT are great for content ideation – draft press releases, talking points and graphic creation, etc. But there are also uses for discriminative AI, an older form of machine learning that can be beneficial for strategy development, optimizing workflows and measurement. Fisher gave the example of using tools such as Google’s Duplex to help a CEO decide on what to talk about at an event by analyzing thousands of media and social media posts from the previous year’s conference to understand discussions and perceptions of different topics.
While these tools offer great potential, none of them are able to effectively perform the tasks of a PR or communications professional on their own. Fisher referred to AI as a “creative sidekick” or “creative sparring partner.”
When developing a workflow, Fisher emphasized the importance of factoring in “human-in-the-loop” approaches to ensure full leveraging of the platforms.
Fisher urged the audience to experiment with these current technologies and products but stressed the importance of continuing education. A discussion about the topic will probably look “dramatically different than a talk that any of us might give next year or even next month,” she said. So, advised to turn to trusted partners and subject matter experts, when possible, to make sure workflow frameworks are proactive, intentional and designed with care.
You can watch the full video below.
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.
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