10 ways to use AI that won’t scare you
BY LESLIE SPRING
New things are scary for a reason. There are too many unknowns, and as communicators, we know that in a void of information imaginations tend to run wild. Artificial intelligence might feel scary now because practical applications for it are still coming into focus. The good news is there are many uses for AI that can enhance our daily work, not replace it. No matter the tool – faxes to phone banks or typewriters to tweets – the world will always need communicators who know how to use them well. AI, perhaps most of all, is no exception.
We’re starting off 2025 with optimism and motivation to incorporate AI improvements into our workflows to free up more time for the work we love: solving local government’s communication challenges with creativity and strategy. Here’s 10 ways we’re planning to do it.
1. Spark inspiration: Creativity comes in all shapes and sizes, and AI tools like ChatGPT are a great place to start when you’re at the proverbial drawing board. Ask AI tools to compile things like relevant campaign examples or a list of pitfalls to avoid as means to spark inspiration for your work.
2. Streamline research: AI is a dreamy research assistant that takes direction very well. We always recommend fact checking stats, but its ability to aggregate data can save you oodles of time and help you close a few tabs.
3. Personalize messaging: Everyone loves the sound of their own name, so if you’re not already, use available technology to personalize as many things as possible. It’s never been simpler to personalize emails, subject lines, text alerts and social media responses (see below).
4. Automate responses: Bots are better than ever, and they are a great tool to help you interact with your audiences, particularly on social media. Automated Instagram direct messages might be the best example of this, but email customer journeys and automated drip campaigns are worthwhile too.
5. Optimize content: Generative AI (aka Chat GPT) can help refine content for search engine algorithms, as well as provide insights into viable keyword targets for digital content. This work used to be tedious. Worse yet, keyword lists were outdated as soon as they were saved, so leaning into AI on tasks like these can be a big time-saver. Similarly, tools can help customize messaging for various segments of your audiences. The more detailed you are with your prompts, the happier you’ll be.
6. Test your outreach: AI can also help you gauge the effectiveness of your efforts by automating A/B and multivariate testing, which should become more commonplace now that technology makes it simple to execute. Bonus: testing things like tone and messaging can help crystalize your writing across all fronts.
7. Automate workflows: Automating workflows reduces manual tasks, clarifies assignments and defines roles and responsibilities. To do it, agencies must first get on the same page internally, outline processes and prioritize work – a worthwhile exercise on its own. A win-win for all.
8. Monitor social media: Social media is most effective when done in real time, but finding time for that level of TLC can be a challenge. Let AI help you. Use its “eyes” and “ears” to keep tabs on conversations you care about, based on the filters and keywords you set, and then establish workflows to tactfully enter the conversation.
9. Stay organized: AI tools don’t have lapses in memory, so find any and all available integrations between the tools you use to help make sure that tasks, notes and details don’t get lost. We all have our own preferences, but a few minutes spent getting situated with your tools will likely save you on the backend.
10. Calibrate workload: There are two types of tasks: those that need to be done, and those that should be done. Most of the time, tasks in the first category (e.g. media releases, social media content calendars, etc.) take up time from the second (e.g. strategic plan updates, proactive planning, analyzing data). We recommend leaning into AI to do work in the first category, so you have time to focus more of your time on the latter.
We’ll end with a quote that was popularized by Spiderman, “With great power comes great responsibility,” and that couldn’t be truer with the use of AI. When used responsibly it can make work more efficient, but careful considerations must be given to copyrights, authentication and verification. We encourage you to give it a go, experiment, and find ways to make it work for you.