AI getting less riskier

Many of the most common objections to AI & PR are melting away.

If you’ve been on the sidelines because of any of the following concerns, be sure your perspective is current, because there were major announcements last week that changed the game.

“AI tools are trained on old data.”

Less true than it was two weeks ago. ChatGPT4’s knowledge cutoff jumped all the way up to April 2023. And even that is becoming largely irrelevant because of this next update.

“AI tools can’t connect to the real-time web.”

False. ChatGPT4 now browses the web without engaging a plugin and without you even needing to specifically prompt it.

“Using AI tools is a security risk.”

False, if you’re using the right tool. EnterpriseGPT and Microsoft 365 Copilot are closed systems, so the companies don’t use your inputs for training their models. Even ChatGPT4, a consumer product, allows you to disable this function (go to Account: Settings: Data controls).

“Using AI tools opens us up to plagiarism/IP claims.”
I’m not an attorney, so I’m just going to give you the updated facts, and you can decide. OpenAI and Microsoft indemnify their enterprise customers against such claims. So do Adobe and Canva. Seems to me like if they were worried about this risk then they wouldn’t promise to take legal responsibility for them.

“AI tools require too much copying and pasting.”

False. ChatGPT4 now enables attachments. I gave it an Excel sheet of a media placement report and it analyzed the results for me. Claude 2 has enabled attachments – even big ones – since the summer.

What changed?

Most of the issues above were addressed at OpenAI’s first developer conference last week. And as much as PR people, myself included, criticize Elon Musk, last week his AI company soft-launched their own AI model, which has the superpower of being trained on all of Twitter. Knowing this was coming likely spurred OpenAI to enable seamless web browsing for ChatGPT4.

It can be intimidating to keep up with the pace of change in this space. That’s why we covered all these updates in-depth in this week’s Inner Circle Master Class. And showed how one IC member is applying these tools to achieve significant productivity gains and cost-savings for content production.

It’s more important than ever to be part of a community where you can keep each other current on what’s working in PR and what’s not. The Inner Circle will be closed for a while, but if you register here, you’ll be notified first when we’re accepting new members.

This article was originally published on November 15, 2023

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