The Impact of Generative AI on Communication Workflows
With the emergence of generative AI, extensive discourse and reevaluation of its capabilities and place in communication workflows have ensued. This technology has the potential to assist communication professionals in various tasks, from drafting text to performing routine data entry operations and generating content ideas.
Exploring the Role of AI in Communications: An Interview with a PwC Executive
In a recent installment of our “How AI Helped Me” series, we had the opportunity to engage with Megan DiSciullo, a senior managing director responsible for US and Mexico communications at PwC. Megan shared insights into her journey with AI, its impact on her work, and more.
Unveiling the Evolution of AI Implementation at PwC
In response to a significant investment in AI by PwC US, Megan’s exposure to AI expanded considerably. Initially leveraging AI tools like GenAI for routine tasks, such as content creation and proofreading, Megan and her team quickly recognized the transformative potential of AI in enhancing their communication strategies and operational processes.
Over time, GenAI facilitated the delivery of personalized and impactful communications at scale, offering support in various stages, from planning and content generation to meticulous self-assessment, enabling deeper connections with target audiences.
The Learning Journey with AI: Building Expertise and Upskilling
Megan emphasized that hands-on experimentation with different AI tools within real work scenarios was pivotal in developing proficiency. Continuous learning from industry peers, leadership figures, and team members supplemented this experiential learning, uncovering best practices, potential pitfalls, and new AI applications.
An overarching theme at PwC has been the holistic upskilling of the workforce to ensure responsible AI utilization. This collaborative learning approach has proven instrumental in maximizing AI benefits while mitigating associated risks.
Integrating AI into the Communications Lifecycle
AI now occupies a central position in Megan’s role at PwC, driving innovation in communication strategies. In-house development of customized GenAI applications tailored to communication needs has facilitated seamless integration into existing tech infrastructure. These applications support diverse communication processes, from strategic planning with GenAI project planner to content generation and review, enhancing personalized communication outputs efficiently.
Transformative Impact of AI on Workflow and Stakeholder Satisfaction
Megan observed marked improvements in efficiency, creativity, and quality, streamlining processes and expediting content creation and review. Notably, the content generator tool’s ability to generate initial drafts has accelerated content production and improved consistency.
Addressing the Importance of Secure AI Tools in Communication
Megan emphasized the significance of utilizing secure AI tools in communications to safeguard sensitive company information and client confidentiality. Advocating for secure AI implementation is essential to mitigate reputational and business risks, aligning with the ethos of responsible AI use.
Future Projections: AI’s Evolution in Communication
Megan envisions AI’s evolution from being a supportive tool to a collaborator in communication strategy development. Anticipating an increased role for AI in suggesting communication approaches based on predictive analytics and real-time data, she also foresees a growing demand for transparency in AI decision-making processes, enhancing user trust and operational integrity.
The Road Ahead: AI’s Role in Shaping Communication Practices
As AI continues to advance, empowering communicators with predictive insights and data-driven recommendations, the future entails a symbiotic relationship between AI and communication functions, fostering transparency and effectiveness.
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