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Generative AI’s a Good Writer Now, But its Real Value for PR is Much Bigger

After spending the past two years immersed in AI, I can confidently say that AI will reinvent PR practice and transform our industry, unlike any other force since the Internet. Much like how ERP and CRM systems revolutionized manufacturing and customer relations, generative AI will soon automate our workflows, streamline content creation and reduce stubborn friction points that prevent us from best servicing our clients. In the paragraph above, the machine won, overcoming skepticism lobbed at it. The machine captured my voice, offered appropriate domain knowledge and, most importantly, spoke to my audience. How? An engineer at Carnegie Mellon University, I used reverse engineering in the process. The resulting custom programming and UI lets one aim the machine at a precise knowledge vector and produce edit-ready content. Write This Way The greatest breakthroughs came when we applied these prompts to ChatGPT. We then worked to overcome its limitations by Eliminating hallucinations. Left alone, machines hallucinate, filling in missing information with whole-cloth fiction. ChatGPT's hallucinations can be so assertive they can make fiction sound true. Instead, we supplied the machine with facts upfront, which helped eliminate hallucinations—avoiding the college essay style. Without direction, generative AI writes in an academic style. Again, we created prompts that overcome […] [ Editor's Note: The essay below was submitted days before Microsoft's announcement today (Feb. 7) detailing its latest collaboration with OpenAI, the company behind chatGPT.] Full Disclosure: A machine wrote the paragraph above.

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