News platforms are experimenting with chatbots, voice assistants,


and AI -powered search tools to make


content more engaging. AI can handle task s that are repeti tive and time-consuming, al lowing wr i ters to dedicate more of thei r time to the specialist sk ills of deeper investigative or creative work. Good news then in an era of scarce resources.


AI algor i thms analyse consumer behaviour to craf t messages that resonate with specific demographics. This boosts platforms.


relevance and engagement across


For PRs, AI can help to accelerate research and help identi fy journalists or inf luencers aligned with brand values. It is also a useful tool for track ing competi tor activity and media coverage and detecting emerging trends or potential crises. So, in that respect, what’s not to love?


Even, as it turns out, my concerns over AI ’s inability to have a ‘personality ’ (all the best wr iters have one!) have been misguided. The sof tware can now mimic a wr iter’s style with credible accuracy. (Although we’d be forgiven for this tr igger ing our insecur ities again. )


But, while I can accept all of the above, there is one crucial human trai t


it still can’ t


whether it ever will. The fact is, AI lacks moral judgment.


I t’s imperative that humans continue to vet content for accuracy, nuance, and sensitivity. As AI becomes more embedded in newsrooms, media organisations and regulator s are racing to def ine ethical boundar ies. These guidelines aim to str ike that delicate balance between preserving all-impor tant journalistic integrity and


embracing the advantages innovation.


I t’s reassur ing to learn that The Council of Europe and other bodies are work ing on international standards for responsible AI use in journalism. This includes


of technological replace. I wonder


adher ing to international human rights standards and not undermining democracy and the rule of law.


Everyone’s agreed, AI tools should never replace editor ial judgment and must handle sensitive data responsibly, complying wi th privacy regulations and safeguarding personal information. And this gives me a huge sense of comfor t.


The wr iting is on the wall. The combination of ar tificial intelligence and journalism is accelerating, and the next few years promise dramatic shif ts in how news produced, consumed, and trusted.


is


Maintaining human oversight is essential – but it’s also time for us old school hack s to let go of our insecur ities and ‘ trust issues’ and ful ly embrace its proven advantages.


As a wr i ter wi th high standards, I now ack nowledge there are ways AI can help me. So, instead of procrastinating I am choosing to focus on that.


Information, as they say, is power and now my


trepidation has given way to more of a cur iosity. What can an AI -shaped career for wr iters look like?


For me now, it’s about proceeding – cautiously – towards a future we can’t avoid, while making it work for us in the best possible ways.


In a supporting role, of course! Amanda Chalmers - chalmersnewspr.co.uk


'PR TOP TIP' Think outside the box.


“ The more original your angle for a press release, the more the media engage with it and the less likely


anyone else has done it before.”


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