Artificial intelligence (AI) is not just here to stay, it’s going to change the communications industry in ways we can’t even imagine yet, says PR veteran Peter Heneghan. The Dubliner has been at the forefront of digital disruption during his career, and he’s convinced that early adopters of AI will see huge benefits. Heneghan has worked for the BBC, Channel 4, BuzzFeed and even 10 Downing Street, and he’s seen how new technologies have left established players floundering. Heneghan believes AI will be no different, and those who don’t embrace it risk being left behind.
Choosing not to use ChatGPT is like choosing not to use Word or spell check, Heneghan says. ChatGPT is an AI tool that generates text based on a given prompt. It is one of many AI tools that are becoming popular in the communications industry. These tools help companies automate tasks such as content creation, customer service, and even media monitoring. By harnessing the power of AI, companies can improve efficiency, reduce costs, and reach new audiences.
Many people are concerned about the impact of AI on employment, but Heneghan believes that AI will actually create new opportunities. There will always be a demand for people who can think creatively and develop new ideas, he says. AI can help us do our jobs more efficiently, but it can’t replace the human touch.
Heneghan advises communications professionals to start experimenting with AI tools now, before it’s too late. Those who are early adopters will be the ones who benefit the most, he says. AI is not going away, so it’s time to embrace it.
