“Is the way we communicate under threat from AI and ChatGPT?”
With the rapid growth of digital communication, Artificial Intelligence (AI) and tools like ChatGPT have become hot topics. For professional services firms, where clear and effective communication is crucial, there's growing concern: Are these technologies threatening the way we communicate, or could they be enhancing it?
“Is the way we communicate under threat from AI and ChatGPT?”
With the rapid growth of digital communication, Artificial Intelligence (AI) and tools like ChatGPT have become hot topics. For professional services firms, where clear and effective communication is crucial, there's growing concern: Are these technologies threatening the way we communicate, or could they be enhancing it?
Neil Wilkins, Managing Director, Viper Marketing
Fellow, Cambridge Marketing College
neil@marketingcollege.com
The role of AI in communication
AI has been steadily making its way into various aspects of business operations. From automating routine tasks to offering insights based on vast amounts of data, its influence is hard to ignore. McKinsey estimates that by 2030, 70% of companies will be using some form of AI technology, highlighting how deeply embedded these tools are becoming in everyday business life.
In terms of communication, AI-powered tools like ChatGPT are generating a lot of interest. These tools can draft emails, create reports, and even engage in complex conversations that seem almost human. This has led to fears AI might eventually replace skilled communicators or reduce the need for them. But before jumping to conclusions, it's important to consider whether these concerns are grounded or if they arise from a misunderstanding of AI's capabilities.
The perception of threat
The idea AI could undermine human communication stems from the belief machines might replace the subtle, context-sensitive, and empathetic nature of human interaction. While it's true AI, particularly models like ChatGPT, can produce text that closely resembles human language, it's crucial to remember what AI can and cannot do.
AI functions by recognising patterns in the data it’s trained on, but it doesn’t genuinely understand or experience the world. This means that while AI can generate text that looks and sounds right, it doesn’t truly grasp the meaning or emotional nuances behind the words. Deloitte's research shows that 56% of professionals believe AI struggles with understanding context—something that’s vital in complex communications.
AI-generated content is efficient but often needs human oversight to ensure it’s accurate and appropriate. In professional services, communication is about more than just sharing information; it’s about building trust and demonstrating expertise. This is where human communicators remain essential, as they bring the depth of experience, intuition, and cultural awareness that AI simply can’t replicate.
“The key to successfully integrating AI into communication is maintaining a focus on the human element. Professional services firms should ensure AI tools are used to support, not replace, human communicators. This involves using AI to improve efficiency while retaining the qualities that make human communication so powerful—empathy, creativity, and ethical judgment.”
AI as a supportive tool
Rather than seeing AI and ChatGPT as a threat, we should view them as tools that can enhance our communication efforts. AI can take on routine tasks—drafting standard emails, generating reports, or summarising documents—freeing up time for communication professionals to focus on more strategic, creative, and high-value activities.
AI can also help by analysing large sets of data to identify trends or issues that need a response. By automating these processes, professionals can be more targeted in their communication strategies, ensuring their messages hit the mark with their intended audience.
In addition, AI can assist with multilingual communication, making it easier to engage with clients and stakeholders across different languages and cultures. This is particularly valuable as businesses become more global, where clear and consistent communication across borders is increasingly important.
A report by PwC points out that 72% of business leaders view AI as a business advantage. This suggests that AI is more likely to enhance various business functions, including communication, rather than pose a threat.
Keeping communication human-centred
The key to successfully integrating AI into communication is maintaining a focus on the human element. Professional services firms should ensure AI tools are used to support, not replace, human communicators. This involves using AI to improve efficiency while retaining the qualities that make human communication so powerful—empathy, creativity, and ethical judgment.
Training will be crucial in this process. Communication professionals need to be equipped to work alongside AI, understanding both its strengths and its limitations. This includes knowing how to interpret AI-generated content, refine it, and make sure it aligns with the firm’s values and client expectations.
It’s also important for firms to set clear guidelines and ethical standards for using AI in communication. This includes being transparent about when AI is being used, clearly marking AI-generated content, and protecting client confidentiality and data privacy.
Finding the right balance
While AI and tools like ChatGPT represent significant advances in communication, they don’t replace the need for human communicators in professional services. Instead, these technologies provide an opportunity to improve communication practices, allowing professionals to concentrate on the areas where human insight and creativity make the most impact.
The challenge for professional services firms is finding the right balance—leveraging the strengths of AI without losing the human touch that is so critical in effective communication. By embracing AI as a tool, not a replacement, firms can ensure their communication remains relevant, effective, and above all, human.
As AI continues to evolve, so too must our approach to communication. It’s not about choosing between AI and human input but finding the right blend to achieve the best outcomes for clients, stakeholders, and the firm. The future of communication lies in this balanced approach, where AI enhances rather than threatens the vital role of human interaction.
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