DEBATE
IN ASSOCIATION WITH:
PRESENT: Richard Slater
Lancashire Business View (Chair) Louise Bamford
Accent Language Solutions
Darren Bentham Interact IT
Steve Brennan Bespoke Digital
Debbie Chinn Boost Business Lancashire
Daniel Fletcher Forbes
Heath Groves Sundown Solutions
Prof Yannis Korkontzelos Edge Hill University
Sali Midjek-Conway
SMC Marketing Communications, NW boards CIM, CIPR
Gill Nolan Boost Business Lancashire
James Walkerdine Relative Insight
Steven Wright Tribes Agency
SIGNS OF INTELLIGENCE
We brought our expert panel to Strawberry Fields in Chorley with Boost Business Lancashire to discuss Artificial Intelligence and its role in business communications and other processes
What use is artificial intelligence in business communications?
SMC: I see it as a useful time-saving tool. It’s allowing us to get on with more prioritised tasks. In copywriting for instance, it can give you ‘starter for ten’ that you can then take up and go on with. It definitely saves time.
NW: I’m a translator. If you’ve got huge documents, millions of words, AI can be great as a starting point and then we can do a process called MTPE, which is basically post-editing the translation, adding the human aspect.
It can’t be used for all documents. Anything that needs to be more creative, jokes, marketing documents, legal text, medical documents, it’s a ‘no, do not use’, in my opinion.
It can be used for ‘word-to-word’ technical documents, but you always need the human aspect to sanity-check, because it’s never going to be perfect and some of the things that come out will be completely off-subject. For me there’s always the need for human input.
SW: From the perspective of efficiency and as a cost-effective tool it’s a really good starting point in terms of thinking about the pitches you might need to come up with, or new policies. As
a customer-facing business comms tool there are massive benefits in being able to use AI on the front of your website instead of having a whole support team.
Providing a model is trained effectively, it can be a real-time agent that’s always there to answer support questions for whatever business service you have.
In January, when ChatGPT was released
to the open market, the game changed forever
In terms of the massive amount of information on social media about your business, you can use it to analyse what people are seeing and saying about your brand.
You can quantify a lot of the qualitative data that’s out there, so you can make decisions on it.
HG: In January, when ChatGPT was released to the open market, the game changed forever. Going forward, you’re not going to put information into a search engine and
then go through a curated set of results for you to understand or review. You’re going to ask a question and you’re going to receive a solid answer.
That changes everything across everything that we do. We need to get used to becoming more like content curators and content organisers and that brings a whole host of questions. Whose content, whose right, whose morals, whose ethics?
SMC: For me, the biggest issue that’s emerging is around the ethics side with regards to bias.
I’ve had lots of debates with other people, where they’ve said, ‘Well, it’s all robust, it’s drawing from the data,’ and that’s my point, in some way or form it has been created somewhere by humans.
DB: At this moment AI is a tool. Compare it to the average worker in the UK and it does a better job.
It does it quicker, does it cheaper, does it
faster, so for the most part it’s a great tool. I like to compare it to a jackhammer as opposed to a lump hammer, it does the same job but it does it a lot faster. That’s where AI comes in at the moment.
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