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The last year has been like stepping onto a brand-new world for marketing, PR, and communications professionals. Thanks to the rise of large language AI models like ChatGPT, we’ve all had to grasp a whole new working world - from AI generated fashion fits to our 'Clueless' wardrobe dreams finally coming true through the assistance of of online organiser friend (mines name is 'Chatelle').
We’ve all been there: reviewing stakeholder copy absolutely dripping with Americanised spelling, having a leader burst into your office singing AI’s praises (while handing you the not-so-fun task of figuring out which tool they even mean), or trialling software that churns out something so stiff it reads like Chris Pratt trying to be funny again.
But here’s the thing: AI isn’t going anywhere. As MarComms pros, it’s our job not just to use it smartly, but to guide our stakeholders so the work feels collaborative, authentic, and very much on-brand. Gone are the days of waving style guides around like fashion magazines at a runway show - now, it’s all about clever prompts and quick “how-to” guides for AI use.
So, here are my top tips for embracing AI without losing your mind (or creative sparkle):
1. Know What “AI” Actually Means
“AI” is the new buzzword, but it’s not just ChatGPT. AI has been around since the 1970s, but in the past few years it’s exploded into our everyday. From drafting copy to creating TikToks, generating easy to use website code, or even spotting cancer cells (fun fact: the software that once identified pastries at a bakery was later adapted for medical use), AI is now a Swiss army knife for comms pros.
2. Pick the Right Tool (and Protect Your Privacy)
Not all AI is created equal - and not all of it plays nice with your works' privacy policies. Content you pop into a free tool might end up training future models or even floating around online - where you won't even have the option to quiet quit when that happens.
Platforms like Microsoft Copilot offer enterprise licences that keep your info secure. Translation: you can breathe easier when you’re working on sensitive comms.
3. Feed It Your Brand Voice
AI is like that intern with potential - it needs direction. If you feel comfortable, share your brand’s tone of voice and style guide with your chosen tool.
One of my go-to prompts: “From now on, in any text you generate for me, please use Australian English, keep the tone professional, and prefer hyphens over em dashes.”
It’s basically like handing over your editorial style bible.
4. Spot the “AI Tells”
Em dashes. Overly neat summaries. That weirdly chipper tone. These are some of the things now flagged as AI giveaways. Wikipedia even has a whole page listing the “tells,” from excessive bolding and emojis to promotional language.
Here’s the kicker: AI was trained on our writing (yes, real humans), so many of these so-called giveaways are just normal comms choices. Still, scrubbing up on these markers helps. Personally, I’ve switched to simple hyphens more often, just so no one side-eyes my work as bot-written.
5. Bring Your Stakeholders Along for the Ride
The AI glow-up isn’t just for us - it’s also about educating stakeholders so they don’t hand over messy, unhelpful drafts. Running quick training sessions or sharing prompt templates helps them deliver better inputs, saving you hours of editing.
Think of it like styling your clients before a big shoot: if they’re dressed right from the start, the final photos (or in this case, comms pieces) shine brighter.
6. Review, Review, Review
Your AI output should never be final. Ever. Proofread it, sense-check it, and sprinkle on your comms magic. AI hallucinations (aka making things up entirely or pulling in random info from other chats) are real - and trust me, you don’t want that slipping into an external media release or in that one social post that finally goes viral (for the wrong reason).
Always apply your professional eye to ensure it reads like you, not like a glitchy robot.
Final Thoughts...
AI isn’t replacing comms professionals - it’s elevating us. When we pair human insight with technological power, we create content that’s not just efficient but authentic, impactful, and impossible to confuse with generic, cookie-cutter outputs.
The future of comms is part strategy, part creativity, part tech - and all about staying adaptable.
P.S. My current fave tools? ChatGPT, MidJourney, Copilot, Google Gemini, DALL·E, and Canva’s AI. They’re basically the accessories to my MarComms pro wardrobe.