Is AI phasing out the industry expert?
AI can generate ideas and opinions in seconds, but human expertise, experience and original thinking remain vital to effective PR and thought leadership.
Industry experts have been used in PR campaigns for years, providing knowledge and insight that can help build credibility and trust. They can help raise brand awareness, spark discussion and highlight thought leadership.
But with the rise of AI, expert comments and opinions are now available at our fingertips, with theories and information churned out in seconds.
A recent study on the growth and use of AI found that at least a quarter of its top use cases involved some form of thinking, such as generating ideas and opinions which individuals could then use.
But these easy, ready-made responses may not be all they seem. AI can produce incorrect answers, misleading data and biased conclusions.
In a trend towards AI thinking, what are the risks and how can businesses protect their expertise?
Instant responses can lead to inaccuracies
AI responses depend on the questions being asked and the information available to the system. They can present inaccurate information with confidence and have been shown to generate false statistics. If businesses treat AI-generated information as fact, errors can quickly find their way into corporate messaging.
Investigations before the Scottish parliamentary election found that AI services generated fake scandals, invented candidates and gave incorrect dates. Research by the thinktank Demos found that AI bots provided misinformation in 34% of questions asked by voters. With a fifth of voters using AI chatbots or search tools for information about the election, inaccurate answers had the potential to influence how people understood the issues and candidates.
A recent report in Yahoo also found that half of AI-generated health answers were wrong, despite often sounding convincing. Some claims were unfounded, while the footnotes led nowhere, and the chatbot was unable to ask further questions to see whether the question itself might be the wrong one to ask in the situation.
For businesses, using inaccurate data can leave companies liable, and nothing fuels a PR crisis more quickly than false information and misleading opinions.
Incorrect assumptions lead to bias
Not only can the content have factual errors, but it can also form inherent biases. Algorithms are based on specific data that they are trained on. This means opinions are formed from the data they receive, which can result in discriminatory and one-sided opinions that wouldn’t form in human interactions.
In 2019, a widely used algorithm in US hospitals designed to predict which patients would need extra medical care favoured white patients over black patients. Although race was not explicitly included, the algorithm relied on healthcare cost history, which correlated with race. Black patients often incurred lower healthcare costs despite similar medical needs, leading the platform to underestimate their care requirements.
AI can reproduce opinions, but it can’t replace expertise
AI tools draw on existing information to generate responses. It uses complex algorithms and data sets to make assumptions and pull together responses.
This is why AI content follows the same style and generic responses. They miss the natural flair of human content because AI tools recombine patterns from vast data sets to provide predictable responses and outputs. Strong thought leadership generates new thinking and original, in-depth analysis of current trends and knowledge.
How can leaders maintain their expertise?
Keep innovating
New ideas are the key to innovation. AI can pull together opinions from existing content and is only as knowledgeable as the information feeding it. That means that any response will be generic and not specific to your business. Innovation and looking outside the box to think differently is key to maintaining an edge.
Have confidence in your own opinions
Don’t be afraid to have an opinion. Generic AI responses rarely cover topics in-depth or know a company as well as the people working in the sector day after day. Have the confidence to form your own opinions and write from experience. How does that concept affect your business? What have you learnt? Only then can advice and knowledge be truly useful.
Keep learning and sharing knowledge
AI shouldn't become a substitute for developing expertise. Continue to learn from reputable sources. Network with like-minded individuals to share experiences and best practices, complete industry training, and read from trusted sources.
AI is a useful tool in generating ideas, but it shouldn’t be used to replace human thought and knowledge. The world doesn’t need more generic content; it needs strong thought leaders to stand up and share their experiences.
Cheryl Morris is the founder of Creative Word PR, a communications and PR specialist helping businesses and individuals share their stories, strengthen their visibility and connect with the right audiences. With a passion for clear, engaging storytelling, Cheryl brings a creative and strategic approach to every project.
Further reading
Why AI-generated reputations are never standing still