Why ChatGPT is not a golden egg for the PR industry

Peter Roberts, Corporate Reputation Practice managing director, urges the public relations industry to not rush into the to ChatGPT carnival for short term gains.

How do I introduce another article about ChatGPT and not have you stop reading?

Well, a smart Roman once said that Rome would be undone by its own folly and overindulgence. “The enemy is within the gates”, cried Cicero to his inattentive audience. Now, in harking back over 2000 years for my references, I appreciate that I’m reinforcing my luddite credentials when writing about the new bot on the block.

If you are one of those who stretched the holiday to the Australia Day ‘finishing line’ and missed the razzamatazz that greeted the arrival of Chat Generative Pre-trained Transformer, also known as ChatPGPT, let me explain. In summary, it’s a chatbot which demonstrates artificial intelligence (AI) at the level that’s exciting some of those with serious tech pedigree, including Elon Musk and Bill Gates.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.