Internal communicators have been using artificial intelligence (AI) for years (think: email distribution, template creation, employee apps, etc.). And recently, articles have been touting that AI tools, like ChatGPT, are finally able to automate content creation.
You read that correctly; there are tools that can automate writing. I was skeptical, so I gave ChatGPT a try.
My big takeaway? This tool (and others like it) do have a place in internal communication. It’s sophisticated enough to put content in a proper structure and come up with ways of conveying messages. But there is one important thing to watch out for: it’s not a replacement for the real, genuine human communication employees crave. Internal communicators still need to play the role in making communications feel authentic.
So, let’s review three ways I see value for internal communicators to use tools like ChatGPT for creating content—and its limitations.
What is ChatGPT?
1. Draft news content
I started with an easy one: writing an internal newsletter article. I typed in a few brief bullet points on a topic. And sure enough, in a matter of seconds, ChatGPT returned a concise article that, with a few minor edits, could be inputted directly into the newsletter with minimal effort. In this case, the tool can create simple, action-oriented communications efficiently.
The watch out: AI shouldn’t be used to create all internal communications content. Employees will quickly disengage if all writing lacks original thought and creativity.
2. Provide inspiration
Next, I tried using the tool to assist with writer’s block. I asked the tool to create headline options for an intranet article. I entered a summary of the article and asked for three headlines. And quicker than I could have thought of it myself, three options appeared. It served a purpose: it provided inspiration to move me forward when I felt stuck.
The watch out: The content will need personality or brand voice, so an expert communicator is still required to infuse authenticity into the content.
3. Get a jump start on complex communication
Lastly, I tried a more detailed piece of content. I asked ChatGPT to write an announcement from a CEO. I entered bullet points with some specific details about the news, as well as some key messages from the leader. Instantaneously, an email appeared.
At first glance, it did what I asked: drafted a message, including the details I provided, in a structure that resembled a typical leader message. It was well organized. And it did include some semblance of emotive sentiment with a conclusion that had a standard motivating, forward-looking statement.
The watch out: AI can generate generic content that could have been written by anyone. Leader communication should have a unique voice and emotion the tool cannot recreate.
So, what’s the moral of the story?
AI, like ChatGPT has potential. It can save time and resources by providing a good starting place. But it’s no replacement for high-quality, authentic and most importantly, human communications—at least not yet.