I recently attended several webinars about AI, and while I don’t think it’s appropriate for writing, I do see its potential in other areas, such as research and administrative tasks. 

I’m not alone. Many journalists and communicators are cautiously feeling their way around this new technology, wondering if and how it can make a difference in their workflow and productivity. The key is finding a balance between using it for practical purposes and maintaining creative and professional credibility.

How AI Assists Writers and Journalists

In a recent webinar by the American Society of Business Publication Editors (ASBPE), Bridget Botelho of B2B publisher Informa Tech Target outlined all the things AI can and cannot do. I think her insights are worth sharing. 

* Save time. Tasks like research or drafting a report using multiple sources can take hours. But AI simplifies the effort. Case in point: A colleague was charged with drafting a year-end report incorporating data from several sources that her employer had published throughout the year. Using AI, she was able to produce a rough first draft in a matter of minutes rather than hours.

* Research. Journalists like myself love this aspect of AI. We can ask AI to sift through vast amounts of data to uncover trends and connections. That makes it easier to write about those trends in a published article or news story.

* Cross-referencing. Users can request AI to cross-reference information claims against trusted databases to verify that the sources are credible.

* Transcription. Another aspect of AI I like is transcription. When recording Zoom interviews or attending press conferences, AI can quickly transcribe the recordings so you have a printed piece to review. I’ve used Otter.ai for this purpose which has been a huge time saver. You can set it up to connect with Zoom so it will automatically take notes during Zoom chats.

* Summaries. AI can generate concise summaries of lengthy articles, legal documents, research reports and speeches so you have a brief outline of key points.

* Source vetting. Looking for an expert to interview? You can ask AI to produce a list of sources with expertise about certain topics. AI will scour the web for their website and provide their background, location and contact information so you have their basic info before following up.

* Multilingual support. If you’re looking for a quick translation of a document that’s in a foreign language, say Russian or Arabic, AI can scour the language and present a clean English-language version.

Mind you, AI is not used for writing purposes but for non-writing tasks, such as research, administration, and organization. It’s meant to streamline our task operations so we have more time to do the things that DO matter, such as writing.  

What AI Cannot Do
Despite its advantages, AI has its limitations. There are many activities that are best performed by humans.

* Conduct nuanced interviews and build rapport with sources. You still need that ability to communicate and connect with the other person, listen actively for their responses and ask follow up questions. There’s a more active give-and-take when interviews take place.

* AI cannot break news stories. While it can collect and disseminate information upon request, it can’t keep track of what’s happening in the current moment. For breaking news stories, you need to follow the reporters who are on site gathering the news as it happens. You won’t find AI on the ground reporting on the wildfires or flash flooding.

*  AI can’t exercise ethical judgment on sensitive reporting situations. Journalistic reporting requires a certain amount of discretion so that sensitive information isn’t shared, such as the name of underage victims of assault.

* Understand cultural differences. While AI can handle quick translations, it doesn’t understand cultural nuances, say between the U.S. and Canada. The political environment in every country is different, so what might work fine in the U.S. may not be acceptable behavior elsewhere.

* Make editorial decisions that balance the public interest and ethical considerations.

* Generate a loyal following for your brand. It doesn’t know how to create the trust that’s needed to entice customers to follow your brand.

AI can’t do these things because it lacks critical thinking skills, which is (or should be) a human creator’s strength. Another characteristic it lacks is human emotion. It doesn’t know how to express love, fear, guilt, sadness or anger. That is where human writers excel, and that’s what sets us apart from the bots. For that reason alone, AI will never replace writers and journalists.

To use AI well is to understand its strengths and weaknesses, to recognize when it’s making stuff up, then push it to correct itself. It will do that, insist the professionals who use it regularly, especially if you say “please” and ‘thank you” in your prompt. 
Which leads to the final point of this discussion: make sure you prompt AI properly. One common mistake is to accept the output AI gives without looking at it critically. Here are a few  tips for creating prompts.

* Start with a simple request that describes the task you want done.

* Give clear directions. Describe the desired output you want, including format, structure, audience and any specific details you want included.

* Evaluate the output. Review the information from AI, check for quality and accuracy. Then provide feedback if something in the output seems off.

* Restate your request. Add on to your initial request with additional details to get the output you’re looking for.

* Double check the revised output. Always edit and fact check against reliable sources.

AI is here to stay. Rest assured it will not replace writers, editors and journalists. It’s up to us to make peace with this new technology and learn how to make it work for us.