Is AI here to take our jobs?

By Carley Roberts, Shift•ology Communication


We’ve been asking the same question. It can be challenging to think that artificial intelligence (AI) could reduce — or even eliminate — the need for writers, designers and other communication professionals. 

Vast improvements being made to technology through AI might be seen as a threat to some and an exciting opportunity to others. We’re confident AI won’t replace the need for strategic thinking and applications, but thought it would be worth investigating to size up a tool that will likely become ingrained in the way we do our work.

To answer our question, we decided to ask ChatGPT, one of many AI tools that exist, what the pros and cons are to using this technology.

The Prompt: tell me the pros and cons of using ChatGPT

Here’s what ChatGPT had to say

Pros of using ChatGPT: 

  1. Language fluency: ChatGPT is trained on a vast amount of text data, allowing it to generate responses that are generally fluent and coherent.
  2. Wide range of knowledge: ChatGPT has access to a broad range of information and can provide answers and insights on a wide array of topics.
  3. Availability and accessibility: ChatGPT can be accessed and used online, making it easily available to users from anywhere with an internet connection.
  4. 24/7 availability: ChatGPT operates around the clock, providing support and assistance at any time, without the need for human availability.

Cons of using ChatGPT:

  1. Lack of human intuition and empathy: ChatGPT lacks human emotions and understanding of nuanced situations. It may not always comprehend the emotional context or empathize with users effectively.
  2. Potential for misinformation: As ChatGPT generates responses based on pre-existing data, it may provide inaccurate or outdated information, leading to potential misinformation if not verified independently.
  3. Limited real-world experience: ChatGPT’s training is based on text data and lacks direct real-world experience, which can limit its ability to provide practical advice or context-dependent responses.
  4. Ethical concerns: There can be ethical implications in using AI models like ChatGPT, including issues of bias, privacy, and data security. Care must be taken to ensure responsible and fair usage.

Here’s what we know about AI

  • We see AI as another opportunity to improve the way that we do our work, but not replace the work that we do.
  • Tools like ChatGPT are something that our team has been experimenting with for some time. We see the value in using different tools and technologies if they will help us improve the way we serve clients.
  • Before ChatGPT, our company was already using different resources to help us improve the way that we accomplish everyday tasks ranging from task management to scheduling social media posts. None of these tools eliminated the need for us to put in the work, but they made the delivery process more efficient.

Where ChatGPT can’t, we can. 

AI tools can help us generate new ideas, get out of our own heads when we need to look at things from a different angle and even help us become more efficient in the work we do, but it doesn’t eliminate our need to think and reason for ourselves and our clients. 

  • ChatGPT cannot understand the minute details of the work you do, the challenges you face or the goals you have, but as part of your team, we can.
  • ChatGPT cannot discern between fact and fiction, we can.
  • ChatGPT cannot empathize when disaster strikes, we can.
  • ChatGPT cannot replace human reason. There are some things only we can do.