March 2023 was perhaps the most significant month for AI in its history, in terms of updates on OpenAI’s GPT and other implications of it. Last month I wrote about it, and of what caused this surge in chatter on and exploration of AI – that open AI brought the most advanced AI into your computers through a browser. That has allowed people and organisations to create some incredible solutions on the back of the GPT model – perhaps the most advanced language AI model ever created.
Our response to these developments has been quite interesting. In my experience so far, there are two groups of people. The first group comprises of people who are, to various degrees, curious, anxious, excited, and/or relieved with the advent of AI in their lives, and are therefore eager to explore its utility, again, with various degrees of success in it. The second group dismisses this as a fad, irrelevant, insignificant, a fad, or “something I don’t need to learn to use, since there will be people around me learn”. It’s the latter category of people who will be made redundant, much to their surprise and to no surprise to anyone else.
If you feel overwhelmed with all the buzz around GPT, know it is perfectly all right to feel that way. Ultimately, the developments in this space is not only pathbreaking but also coming in rapidly. Maybe too rapidly for one to keep up with. I hope this article will help you see what is it that you can do now (and perhaps soon) to use these amazing features to your advantage and not be replaced by them. Here’s what you can do:
- Tackle misconceptions head-on: First, it is important to dispel the fear that AI will replace PR professionals. Rest assured, AI, including GPT, is designed to enhance human capabilities, not replace them. PR professionals possess unique skills like creativity, critical thinking, and empathy that cannot be replicated by AI. Instead, AI-powered tools like GPT can handle repetitive and time-consuming tasks, allowing PR professionals to focus on high-level strategic thinking and relationship building.
- Explore and Experiment: To start familiarising yourself with ChatGPT and its potential, make sure to dive into its different functionalities. Following experts who demystify the platforms and catalogue their applications can be a great way to learn. For gaining fundamental knowledge about AI and the GPT model, check out YouTube channels like AI Explained and Till Mushhof, which do a fantastic job of breaking down complex concepts. To stay updated with the latest developments in AI, consider subscribing to newsletters like The Rundown. Additionally, I have curated a list of people to follow on Twitter who regularly share insights about AI tools and their real-world applications, which can be extremely useful for your learning journey.
- Pick activities which can be easily done by AI: Focus on identifying tasks that are mundane, repetitive, and relatively easy to delegate. These low-hanging fruits can serve as a starting point for integrating ChatGPT into your workflow. A useful way to think about it is by imagining having 10 interns with exceptional language and reasoning skills – what tasks would you assign to them? By doing this, you will be able to pinpoint tasks that are most suitable for AI assistance, allowing you to utilise ChatGPT effectively.
- Start using it daily: Becoming comfortable with ChatGPT requires regular use and practice. By incorporating ChatGPT into your daily routine, you will be able to discover your own unique use cases and become more adept at leveraging its potential. Remember, this daily use doesn’t have to be restricted to your work tasks; feel free to experiment with ChatGPT for activities outside your professional life as well. The more you engage with the tool, the better you’ll understand its capabilities and limitations, which will ultimately help you optimise its utility in your PR work.
- Collaborate with your colleagues: One of the most effective ways to explore the full potential of ChatGPT is by working together with your colleagues. Joint brainstorming and experimentation can lead to the discovery of new use cases and a better understanding of the tool’s capabilities. Collaborating with others allows you to pool your knowledge and experiences, which in turn helps you uncover innovative applications that you may not have stumbled upon individually. As you and your colleagues learn from each other’s successes and challenges, you’ll be better equipped to leverage ChatGPT to its fullest extent in your PR work.
Next week, I will write about where we are likely headed with regards to ChatGPT, and what happens if we’re not proactive in harnessing its power.
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