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The possibilities and risks for human communications professionals emanating from artificial intelligence (AI) tools have long been circulating in the business community. 


The launch of ChatGPT, an AI-powered chatbot that can automatically produce all types of content based on keywords in 2022 has driven a lot of conversations about rationality to hire content writers. Some began questioning the general value of in-house communications managers and external PR consultants in future remembering the first press release written by GPT-family tools back in 2020


The question that has been pestering business leaders is whether AI will be a wholesome replacement for their communications team one day. The stance of #MosronPeople — AI can easen a bunch of tasks and reduce errors made due to the human factor (think about grammar and spelling), but will not become an equal substitute for a communications team. 


Below, we give 3 key reasons why you should not rush into the AI trend firing your communications team:


  1. AI does not provide brand-specific and thought leadership content. Yes, you can get a SEO-friendly piece, but your brand identity can be reflected only with a human touch. For brands that have customised words or specific spelling rules, AI tools will be of little use in authentic content creation. Additionally, think about industry-specific articles that contain much analysis and data-backed conclusions — it is definitely the task for researchers and communications experts who can choose the right angles.

  2. A communications team creates strategies. AI is able to deliver single tasks for you, but is incapable of chartering a step-by-step communications roadmap that will consider the main peculiarities of your business. What PR activities should you deploy, when and why? How to weave your short and long-term business plans into this strategy? AI will not answer you.
  3. Your communications team advises you. To make audience-wise PR decisions, emotional (and not artificial) intelligence is necessary. A communications team can do social listening, analyse public moods and the current industry context to ensure your messages are fine-tuned. There are crucial actions in proactive crisis management.

If our 3 reasons have not persuaded you to stick with your vetted communications team, let’s give it the final shot. Imagine that your AI tool has broken down or been affected by a cyber attack that led to distributing provocative content on behalf of your organisation. Who will help you out without a communications team? 


The verdict of our #MosronPeople is that in any observable future, AI by any means will not substitute communications teams, and businesses may find themselves repeating ineffective content practices (at best) or in a serious predicament (at worst) if they hastily lay relevant teams off. 






Varvara Astapova

Author Varvara Astapova

Varvara is a Communications Associate at Mosron Communications and part of the company`s global team. In this capacity, she is responsible for strategy support and implementation, thought leadership content, media and brand reputation monitoring and external communications of Mosron team. She is a certified political scientist specialising in marketing communications with practical experience in B2B public relations, social research and project management. Varvara is keen on working in purpose-driven multinational teams with particular focus on sub-Saharan Africa.

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