As generative AI tools like ChatGPT grow in popularity, it’s becoming clear this technology has some wide-reaching implications. FGS Global’s Dan Stone and Adam Shapiro share some observations of this fast-growing market:

• Generative AI is a massive and growing marketplace. Companies are already leveraging this technology in a number of ways, as exemplified in the use cases on the OpenAI website.

• AI-generated content is susceptible to factual errors. With no regulation on this type of content, it can be difficult to discern from human-generated text. Clients are already seeing misinformation by generative AI content articles masquerading as press coverage.

• Some generative AI tools (like ChatGPT’s free version) can take information for reuse. It is therefore imperative not to provide these platforms with confidential information without first understanding the specific terms and services.

• The ways in which communications firms can influence brand reputation using generative AI is still developing. As more people use these platforms, the ways they reference brands will become as important as search engines or even press coverage.

• There will be a need to accelerate the adoption of generative AI tools to deliver increasingly valuable services at scale. Leveraging these tools to create, write and summarize while maintaining a unique, human perspective is key.

• ChatGPT won’t replace human intelligence anytime soon. While it can help get work done more efficiently, it still requires professional finesse from people.

For more information, reach out to AI-US@fgsglobal.com.