Wayne Schepens is a longtime digital communications executive who leads LaunchTech Communications (part of CyberRisk Alliance) and delivers go-to-market and messaging strategies to technology leaders. Among Wayne Schepens’ areas of knowledge is the use of artificial intelligence (AI) in improving communications.

One major aspect of this is the ability of machine learning algorithms to take deep dives into corporate data and bring out data points that would have otherwise gone unnoticed. AI can help foster highly targeted discussions on brand and product, and inform content that places the product or service optimally within complex, competitive, and changing markets.

At the same time, with emerging technologies such as ChatGPT in place, new content can quickly be generated and fine-tuned. This does not mean that the content is ready to publish as is. Indeed, it places extra responsibility on the corporate communications team, as they must have strong editorial and fact checking capacities in place to safeguard against content that is not factual, grammatical, or relevant, and that may have a tone or message inappropriate to the context.

The final content that goes out to the world must still be carefully vetted. However AI can assist with rewrites and rephrasing passages, such as titles for press releases, in ways that boost engagement and drive consumers to a specific action. The key is to evaluate the feedback of AI programs and use this as a springboard for refinement.