​It wouldn’t be an exaggeration to say that Generational AI (GenAI) has the potential to reshape almost every industry, including communications and marketing. The last technological breakthrough of this scale to affect our specialist sectors was probably the advent and increased use of email and instant communications; but AI could have an even greater impact. However, there’s an element of confusion around AI in marketing and communications versus automation and machine learning.

So, what is AI, how will it impact the sector and what does it mean for marketing and communications recruitment?

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AI Uncertainty

Artificial intelligence is everywhere at the moment. AI powered tools are being mooted as the potential solution for the vast majority of challenges. But it is also the root cause of several potentially problematic issues. While we won’t get into the ethics of using these tools, we are keen to explore one prominent point that is lingering, namely that there is far too much uncertainty around what AI actually is.

The reality is that various forms of artificial intelligence have existed almost since the dawn of the first computer. It’s only recently that its potential uses have broadened in line with wider technological developments. For the purposes of this article, we’re talking about Generative AI specifically – although I’m sure we will touch on other forms, and the differences between AI and automation, in future blogs.

These technologies, notably AI generated content platforms like Copy.AI and ChatGPT, are already having a major mark on the communication and marketing sectors, and professionals working within them. In the not-too-distant future, it’s likely that they will have a major impact on the ways that these sectors operate at a fundamental level.