Testing generative AI writing: What you should know

Artificial intelligence

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Categorized in: News, Uncategorized
Published on: December 7, 2023

You have likely read articles about generative artificial intelligence’s impact on business communications by now. Perhaps you have even tested AI tools, such as ChatGPT, and wondered how you can use it for your business, or whether doing so is a good idea or not.

Here at Bellingham PR & Communications, we are embracing this change and cautiously testing ways to use AI to benefit our Whatcom County clients. Below, you will find a list of things we have learned so far.

  • Content creation and automation. AI can draft content for a variety of uses, including social media posts and blog articles. That said, we have found that AI content consistently lacks the understanding, creativity and context that a human copywriter or editor brings to the table.

    Human writers and editors help to ensure that all content aligns with the intended tone, is culturally sensitive and addresses any subtleties that AI might miss. More importantly, a human touch can check facts, confirm sources and add authenticity that makes content more engaging and relatable.
  • Grammar assistance. AI-powered writing tools, such as Grammarly and Hemingway Editor, can provide real-time grammar and style suggestions, improving the overall quality of written content. These apps can be particularly useful for proofreading and editing the work of emergent writers.

    We have tested a few AI-powered writing tools and found them to be good but not perfect. For that reason, a human editor reviews many of the public-facing documents that our team writes.
  • Brainstorming. AI can help marketers brainstorm and generate ideas for blog article topics, advertising campaigns, slogans and much more.

    You’ve heard the term “garbage in, garbage out,” right? In our testing, we found that it is very important to know the right prompts to ask. There is a finesse to it; writing prompts may take a few attempts to get the results that you want.
AI

We encourage all businesses to embrace AI technologies strategically and with an understanding of how artificial intelligence can complement human creativity and expertise rather than replace it.

Incorporating AI tools into your writing process can lead to increased efficiency and improved quality. Those are good things! On the other hand, AI-generated content that is published without the benefit of a human copywriter or editor may share inaccurate information, lack clarity and include poor grammar and punction. Those mishaps can have a negative impact on your brand.

If you have tried to create blog posts, social media content or a media release using AI but are not yet satisfied with the results, contact Bellingham PR & Communications. Our copywriting and editing team is here to help!

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