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Will I ever be replaced by AI? Will my role become redundant in the future due to technological advancements? These are questions that have been on the minds of many since the advent of Artificial Intelligence (AI). With the continued development of AI systems and their increasing use, it is understandable that professionals are wondering what this means for their future in the communications profession.
What is AI?
Artificial Intelligence (AI) focuses on the development of machines and systems that can imitate human tasks. Using various algorithms and models, these systems can analyze data, learn from experiences, solve problems, make independent decisions and perform tasks.
Within AI, two types can generally be distinguished: predictive AI and generative AI. Predictive AI uses various patterns in data to predict future events. These patterns are used, for example, in developing forecasts in healthcare. Generative AI refers to systems that independently create content that is similar to what humans can create. This is done by means of various patterns and properties that are developed over time (Digital-Delivery-Operations, 2023).
Benefits
AI has many advantages within society. For example, you see many major plans in healthcare. AI allows doctors to make more accurate diagnoses in less time and reduces human error (postDICOM). In addition, AI allows you to gain quick access to extensive knowledge and brings an interactive learning experience.
Cons
The use of AI also has disadvantages. For example, it may happen that the 'reasons' for certain decisions are not well-founded or even unsubstantiated. Or that the algorithms are biased, because the selected data are not objective. But the biggest disadvantage is disinformation. In short, disinformation is information that is deliberately made public with wrong intentions and untruths. The chance that this will also happen with AI is present. The best-known form of disinformation within AI is fake news. This can influence various people, for example in their choices or to change their opinion. This can also be misused in a harmful way, which seriously damages both a company and an individual. (Consultancy.nl, 2024).
How is the rise of AI changing the communications profession?
The rise of AI also has its impact on the communications profession. AI is increasingly being used to support communications professionals, serving as a source of inspiration and helping to develop ideas. This enables professionals to gain a deeper and more complete insight into various data sets and the volume of available information. In addition, both complex and mundane tasks can be automated based on AI predictions.
AI assistance with human tasks?
In the workplace, everyone has their own responsibilities, but what if AI takes over these tasks? If you are worried about this, you are not alone. A study by Business Insider Netherlands shows that 42% of respondents are also worried. These concerns arise from the fact that AI is still unknown territory for many. People often do not understand AI sufficiently and lack knowledge about it. To reduce these concerns, you can follow a course or training to better understand AI and see it as a tool. As a final tip: ask for help from those around you and consult your manager for advice.
AI in recruitment and selection: a blessing or a risk?
With the continuous development of AI, the question arises whether human tasks in recruitment and selection are also threatened. Companies are increasingly experimenting with AI in their recruitment processes, using systems such as ChatGPT to generate job descriptions and conduct interviews. Although this is efficient, there are also risks associated with the use of AI in recruitment. One of the biggest risks is the possibility of bias and discrimination in the AI system. Therefore, there is a need for carefully programmed AI systems and critical human interpretation of data.
AI in government
The role of AI in government agencies is a complex issue. Although AI now has its own place in society, its use within government agencies is “not denied, but framed,” according to State Secretary Alexandra van Huffelen. This is mainly because the datasets of AI models such as ChatGPT may contain sensitive information. Moreover, this information may be incorrect or biased. That is why the use of AI within government is risky. (Vogelaar, 2023).
Do you want to know more about AI in the communications field? Then listen to the episode of COMPOD: 'AI & Communication: enemies or friends?'
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