Five key takeaways on AI, communications and fake news from the Page Conference

ChatGPT is the new Google, according to delegates at this month’s Page International Exchange event.

The technology’s widespread and rapid adoption is permeating every aspect of our lives and transforming the way communications professionals work. Here are five key takeaways from the Page International Exchange event that we attended in Brussels, where top level communicators from large global companies debated how the technology is likely to reshape our industry:

The responsibility of managing AI-generated content lies with communications professionals

All the delegates seemed to agree that AI is a productivity tool that will augment communications, rather than a replacement for human involvement. With that in mind, they also stressed the responsibility that communications people have to refrain from driving a deluge of AI generated content, and to try and use the technology responsibly and thoughtfully.

Generative AI is redefining, not replacing, roles 

While delegates acknowledged the power and potential of AI tools, they primarily saw new technologies as ways to enhance productivity, rather than completely replace human work. Professional communicators offer important contextual understanding, critical analysis and hyper creativity, meaning the best outcomes will likely be achieved when AI and human professionals work together.

Stay true to first principles of content creation

While AI and related technologies will almost certainly shortcircuit many of our daily processes and make creating content much faster, the need to underpin that content with traditional values is clear. This includes making sure the stories are authentic and based on true, accurate data and facts, making sure proof points are included and listening to all stakeholders who might have opinions on the topic. 

Be hyper-aware of the risks

While much of the discussions at the conference focused on the benefits of AI, the delegates at Page were also aware of the potential for misuse. This includes the need to guard against the effect of fake news on markets and public opinion, and how to prevent bad actors from exploiting AI misinformation to shape company value.

Be proactive on ethics

Following on from the previous point about risks, delegates stressed the need for widespread ethical practices and responsible AI usage, protecting data, fact-checking, and strategies to mitigate the industrialization of dark PR. While the European Commission has drafted plans to regulate the use of AI in Europe, delegates felt binding global rules for certain AI systems would be useful.

AI is sure to transform communications practices around the world. What was clear at the Page event was that communicators are in no doubt about the potential power and the use cases: both good and bad. 

As we strive to strike the right balance between AI-generated content and human-driven analysis, the core values of truth, authenticity, reliability and listening to stakeholders will all take on more importance than ever. 

Read more:
From corporate podcasts to AI: Here are the next B2B content trends in 2023

Generative AI: The now, and the future

About the author: Gay Flashman is the CEO and founder of Formative Content, and the author of ‘Powerful B2B Content – Using Brand Journalism to Create Compelling and Authentic Storytelling’. Connect with her on LinkedIn here.