The arrival of Artificial Intelligence (AI) to the Communication and Public Relations departments and areas of companies is marking a before and after. Automating tasks and personalizing messages are just the beginning. Every tweet, every interaction, is a piece of data that, if well analyzed, opens windows to new opportunities and strategies.
I would like to highlight two areas in which I believe that generative AI will generate an important competitive difference.
Data Analysis
When we think of generative AI tools like ChatGPT, Copilot, Claude and others, we usually consider their usefulness in content management, text summaries and audience analysis. However, one area where predictive AI has been crucial, and is further enhanced by generative AI, is data analytics. Tools such as ChatGPT Plus not only advance in this area, but also excel in code interpretation, opening new possibilities in Data Analytics as they enable the analysis of large volumes of data and the conversion of text into structured data, respectively.
Knowledge Management
One of the most impactful uses of generative AI is in the creation of knowledge management systems, both corporate and team based. Tools such as ChatGPT and Copilot facilitate the creation of dynamic knowledge bases that can transform the way organizations accumulate, process and distribute information. These systems not only optimize knowledge management, but also improve collaboration within teams, allowing all members to access up-to-date and relevant information that enhances their daily work.
Use cognitive search technologies to process and understand natural language more efficiently, enabling fast responses to complex queries. They facilitate the search and updating of information through functions such as intelligent auto-completion and search suggestions. This capability significantly improves productivity, facilitates the integration of new employees, optimizes project management and customer service.
In any case: with great power comes great responsibility. Ethics in the management of the data we handle becomes crucial. Establishing solid privacy policies is essential to protect sensitive information and maintain the trust of our customers. In addition, continuous training of our team in these technologies is fundamental. It is not enough to know how to use the tools; our employees must understand and master them to maximize their potential without compromising our ethical values.
Integrating AI into our daily processes poses significant challenges, from resistance to change to the complexity of the systems. Those who know how to integrate this technology ethically and effectively will not only improve their competitiveness, but also lead the way to a more innovative and responsible industry.
