The University of Sussex and Magenta Associates, a Brighton-based communications consultancy, has partnered on a research project to explore the impact of generative text AI tools in the communications industry.
More than 1,000 survey respondents have shared not just if they use tools such as ChatGPT, but why (or why not), what they use it for, how open they are about their use with colleagues and managers, and the ethical and legal implications.
Dr Kant has conducted more than 20 interviews to dig deeper into these responses.
Key findings include:
- 80% of content writers use GenAI tools frequently or occasionally; just 11% have never used them.
- Only 20% told their managers they use these tools, and 8% use them in total secrecy.
- Respondents overwhelmingly agreed that these tools increase efficiency.
- 51% said it could enhance creativity.
In this talk, Dr Kant and Greg Bortkiewicz will share the key themes that emerged from the research and discuss how the comms industry can adapt to work alongside these tools.
They will also discuss best practice for training and guidelines for working with generative text AI.
The ideal audience is anyone who works in communications, from content writers to PRs, and SEOs to managers. They will come away from this talk with a greater understanding of the ethics of generative AI tools, as well as factors to consider when deploying them at work.
