Generative AI’s potential for tsunami-like disruption has sounded the alarm for knowledge workers worldwide. Marketing and communication agencies everywhere must quickly get comfortable, competent, and creative with generative AI such as ChatGPT or DALL-E.
It’s Smart to Use and Dumb to Trust
Many healthcare marketing agencies are eager to integrate AI as a core offering. But we need to do so adventurously and responsibly. While it can augment and accelerate our human talents, we know it can’t be trusted to produce content ethically and reliably.
During this Wild West period, agencies must establish evolving principles to navigate the use of artificial intelligence with human intelligence and integrity—for the benefit of clients and their audiences. Five rules of thumb to consider are:
1. Commit to transparency when using generative AI.
Given how fast the field is evolving, it’s hard to know where we may be headed or what new challenges we may encounter. By sharing how and when we are using generative AI, we’ll help each other get smarter and avoid potential pitfalls.
2. Humans define the problems; generative AI may help solve them.
The greatest successes in marketing come from asking the right questions. Skepticism and curiosity are intrinsically human and richly productive. Empathetic direction also helps to fight bias. But generative AI can help accelerate research or divergent thinking for more efficient solutions.
3. Humans create original content; generative AI may derive ancillary variations.
Given unresolved questions about intellectual property, the industry must align on the belief that all core content should result from human creation. This will help prevent accidental infringement. Once core content has been created, however, generative AI can inform short-form derivative variations, such as social media posts or campaign emails.
4. Generative AI is not an authority.
Generative AI’s knowledge base is considered an amalgam and one that is a black box. In healthcare, primary research and transparency are imperative. Current AI offerings cannot meet this need.
5. No content is created without human oversight; no content is final without human validation.
This is the most necessary principle of all. Generative AI is not to be trusted for factual accuracy, unbiased content, or empathy. The leash must be short and vigilance constant.
The unchartered waters of generative AI come with jaw-dropping strengths and grave weaknesses. Establishing a set of principles within your organization will go a long way in making the most out of this groundbreaking technology.
