ChatGPT, the language model based on OpenAI's GPT-3.5 architecture, continues to garner attention. While some foresee a revolution in communication jobs, Jean-Francois Granat, Marketing Communication Director at Rhenus Logistics, prefers to view this innovation as a tool capable of enhancing the performance of communication professionals without replacing them: "AI is not a disruption; it's just an additional tool."
Emilie Houdou, a strategy expert and content creator on LinkedIn, even reveals incorporating the tool into her daily routine: "I use it mainly in the ideation phase, generating ideas to provide new perspectives on a subject. With its multiple variations, ChatGPT has changed the way I work."
"It's like a super assistant on LinkedIn," explains Romain Crema, an expert and trainer on LinkedIn. "It helps me write content, respond to comments, and in strategy, it builds personas, editorial calendars, and even suggests content that could influence the target audience." These uses enable professionals to optimize their available time.
ChatGPT, a communicator unlike others
More than just support, Romain Crema considers ChatGPT as equivalent to one or even multiple collaborators. "It's not about finding flaws in the system but figuring out how to save time. It's a great daily partner that recognizes my writing style and becomes more precise with my requests," he emphasizes.
To make the most of ChatGPT, providing precise "prompts" is crucial—clear briefs describing the context and objectives of the generated text. Emilie Houdou explains, "You have to give the tool maximum information about the context of use, such as the industry or specific profession, and provide a framework, goals, a key mission, a format. In short, it's detailed! Don't hesitate to copy-paste your prompts into a note-taking app and use a Chrome extension like airprm."
However, despite the precision of briefs, the communicator believes the tool still lacks "sensitivity." And she is pleased with it! According to her, this underscores the necessary complementarity of AI and humans. "The limitation I see might be a standardization of content," she notes. "But I am optimistic; we copywriters will know how to bring an experience to life through our texts!"
Challenges for communicators facing ChatGPT
"Even though the tool saves me time, I'm afraid that ChatGPT's evolution may result in an acceleration of time," admits Romain Crema. "Once everyone has integrated it, it won't be assistance anymore; it will become a necessity."
This trend also brings about profound changes in organizational models that could impact employment. Emilie Houdou confirms the emergence of the profession of "prompt engineer" in the United States, with salaries reaching up to $100,000. The mission of these new engineers is somewhat to "train" artificial intelligence.
Another upheaval concerns search engine optimization. For Emilie Houdou, the proliferation of content produced with ChatGPT will require communicators to stand out by imprinting their brand, tone, and identity to emerge in the eyes of the consumer.
As Jean-Francois Granat points out, "In the end, humans remain irreplaceable. There will always be someone to ask the question and receive the answer to make something intelligent out of it.”
Randa El Fekih