What is AI?
AI stands for “Artificial Intelligence.” It’s a technology that allows computers to do things that normally require human thinking, like solving problems, understanding language, and making decisions.
Think of AI as a smart helper that can learn from the information it receives and improve over time. You probably already use these tools daily, like when you ask your phone’s virtual assistant a question or get personalized recommendations from a website.
Generative AI, a subset of AI, has gained popularity lately. This uses simulated neural networks trained on large datasets to generate novel images, sounds, and texts in response to user prompts. Examples of this include ChatGPT, Copilot, Claude, Gemini, Brad, etc.
How Should I Use AI?
AI can be very helpful in your work. For marketing and communication, AI can assist with writing emails, creating content, analyzing data, or even helping you understand what your audience wants.
For example, AI tools can help generate ideas for social media posts or create reports based on your data. Start with simple tools that assist with writing or organizing your work, and don’t be afraid to experiment to see how they can save you time.
Potential AI Risks
- AI does not always understand the full context of your prompt or will make up information to give you an answer, resulting in false information. In the AI world this is referred to as a “hallucination."
- AI tools learn from data that can make unfair or inaccurate decisions if that data is biased.
- AI tools may generate content that unintentionally violates copyright laws, like using images or text that belong to others without proper permission.
- AI can assist with tasks but cannot replace human creativity or judgment. By being aware of these risks and taking steps to manage them, you can use AI tools more effectively and responsibly.
AI Best Practices
- Always verify AI-generated content by cross-referencing with trusted sources.
- Be cautious when relying on AI-generated content or suggestions, especially in sensitive matters like hiring or communication to avoid biases.
- Ensure that any AI-generated content follows legal copyright and intellectual property guidelines.
- When using AI, be mindful of the information you provide. Do not share confidential, proprietary, or sensitive information with AI tools that may store or process the data in ways that compromise privacy. Extension MarCom/IT recommends using Copilot. It uses a private sandbox model that does not relay input data back to the working LLM dataset.
- Use AI as a tool to help you, but rely on your insights, experience, and personal touch to make final decisions or create unique content.
- It’s necessary to be transparent when using AI-generated content, especially in professional or public communication. Always disclose that AI was involved in creating content so your audience knows it wasn’t entirely humanmade by using citations on documents or acknowledgments on PowerPoints.