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Blurring the boundaries



Admit it, we’re all talking about AI Software as the world was surprised by a certain human-like chatbot released by Elon Musk’s company OpenAI at the end of last year. The capabilities of ChatGPT have caused quite a commotion after acquiring 1 million users in its first five days and seems to be a topic everyone is keen to discuss.

ChatGPT isn’t the first of its kind, but it is certainly the most capable to date. However, this is only the start, and many are talking about how this technology will continue to change how we learn and communicate. AI software isn’t just influencing verbal communication. There is now space in the market for AI Art Generators and how brands are visually communicating with massive conversation around copyright infringement.

Now, with the conversation buzzing around us, what we’re left contemplating is how this will affect brand communication and in particular, whether or not the use of AI software will lead us to a place of uncertainty and distrust in brand communication both visually and verbally.

As an interesting perspective and insight, I thought it would be a terrific opportunity to use the tools and find out what ChapGPT has to say about the topic…

“Artificial intelligence (AI) is changing the way brands communicate with their customers. With the rise of natural language processing and machine learning, AI-powered chatbots and virtual assistants are becoming increasingly sophisticated, allowing brands to engage with customers in more personalised and conversational ways.

“One of the most significant effects of AI on brand communication is the ability to personalise content and messaging. AI algorithms can analyse customer data and behaviour to create customised marketing campaigns that are more likely to resonate with individual customers. This can lead to more effective and efficient marketing, as well as increased customer loyalty and engagement.

“Another impact of AI on brand communication is the ability to automate customer service and support. With the use of chatbots and virtual assistants, brands can quickly and easily respond to customer inquiries, providing fast and accurate information and assistance. This can lead to increased customer satisfaction and reduced costs for the brand.

“However, it is also important to consider the ethical implications of AI in brand communication. With the increasing use of AI-generated content and messaging, it is becoming more difficult for consumers to distinguish between authentic communication from a brand and computer-generated content. This can lead to confusion and mistrust and raises questions about the true nature of communication in the age of AI.

“As AI continues to advance, it is clear that it will have a profound impact on brand communication. But it also raises questions about what it means to truly communicate with customers, and whether the use of AI in brand communication blurs the lines between reality and artificiality.”

The true impact AI will have on communication is uncertain for sure but what is certain is that it isn’t going anywhere, with rumoured, more advanced chatbots just around the corner. What is important for now is how AI should exist and be used in current brand communication. We must remember that this is a tool and should remain as a guide or prompt for communication in a time when it’s clear the audience has a huge demand for human connection. With AI’s capabilities and its ease, how we value quality will change, with more value being found in the elements that AI can’t quite grasp. A human approach to communication will become the dialogue, not how refined or beautiful it may be.

Personally, I know with the way I consume content both visually and verbally I’m not sure I’d be able to tell the difference between human and AI content. I’m unsure if that means I’m already on my path to questioning communication.

Find out more about our Digital Experience expertise here.

Written by: Danny Thompson


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