Artificial intelligence (AI) is revolutionizing the world of communication by changing the way information is created, edited, and shared. AI tools can generate everything from press releases to texts with an empathetic and close tone, saving time for the communication team to focus on strategic tasks. Despite their capabilities, it is essential to remember that these tools cannot replace human expertise.
AI technologies can draft sentences, correct styles, carry out transcriptions, and humanize texts, but they lack the ability to understand context, cultural nuances, or provide the appropriate tone for specific situations. Therefore, communication professionals must guide and supervise what these tools generate, ensuring that the message is clear, respectful, and appropriate for their audience.
The proliferation of AI raises ethical dilemmas that cannot be overlooked. Although these tools offer conveniences for generating content automatically, they also carry the risk of losing authenticity in messages or spreading misinformation, similar to what happened with the internet three decades ago. For this reason, it is crucial for communicators to verify information, adjust the tone and content according to circumstances, remembering that communication is done with people, not machines.
The increasingly necessary and useful presence of artificial intelligence in various productive activities compels us to evolve in how we use it. While AI facilitates certain tasks, it is essential to understand its limitations, biases, and its impact on the quality of messages. Communicators must professionalize their use, learning to filter, edit, and complement the content generated by technology to ensure its effectiveness, empathy, and relevance.
AI does not represent a threat to communication professionals, but rather an ally that demands we improve our knowledge and skills. It is crucial to understand that AI complements our work rather than replaces it, while also cultivating skills in areas where artificial intelligence still cannot substitute us, such as creativity, empathy, and understanding of cultural and social context.
