Will ChatGPT disrupt the future of PR and journalism?

OpenAI‘s ChatGPT exploded on to the scene in November last year, hailed as the most impressive generative AI copywriting solution to launch in years.

Its AI technology can generate human-like text in response to simple keywords put in by users, prompting speculation about how this latest technology may disrupt certain industries that involve copywriting, such as PR and journalism.

Like any disruptive technology, it brings new possibilities for speed, quality and assurance. News sites that are under pressure to churn out stories will find it a practical solution – already AI tech is used by some outlets, but with a new level of accuracy, ChatGPT may be a game changer.

For PR it allows press releases and pitches to be written at lightning speed, freeing PRs up for strategic thinking, client management, and relationship building, as well as allowing space for the creative process.

Will this mark the end for human-based skills? We don’t think so.

While it will no doubt disrupt many industries, human-centric skills will remain critical. Journalism and PR roles go beyond relaying information, they both require analysis, and an understanding of the nuances, complexities and ethical judgements that cannot be automated.

Working alongside tech, these industries can work smarter – not harder.