Artificial intelligence (AI) is now routinely used in the fields of communications and marketing. This applies to Tulus as well. Generative AI assists us in communication planning, content production, quality control, language localization, and adapting materials for various channels.
At Tulus, we’ve tested free AI tools such as ChatGPT, Copilot, Gemini, and Bing Chat AI, alongside paid licenses like ChatGPT (with a business license for ChatGPT Team), Copilot 365, DeepL, Midjourney, DALL-E 2, and Stable Diffusion. We also utilize AI tools integrated into Adobe programs (Firefly, Photoshop, Illustrator, Premiere).
Here’s how we use AI in our day-to-day communications and marketing tasks:
Analysing Background Materials with AI
Publicly available materials can be uploaded for analysis, helping structure and distill large volumes of information. AI helps ensure that all essential themes are considered. While AI produces valuable data, strategic decisions and prioritization require human expertise to understand the broader business context.
Preparing and Processing Interviews with AI
AI can draft interview questions based on a brief. Interviews often take place on Teams, from which a recording can be transcribed. AI can then summarize the conversation and its key points from the transcription.
Workshop Preparation with AI
AI is a great partner for designing workshop agendas. Humans pull together the complete agenda, boosted by ideas from AI, providing personal insights to ensure that the work meets its goals.
Editing and Proofreading with AI
AI can assist with editing text by summarizing, clarifying, emphasizing key messages, proofreading, refining style, and ensuring consistency across translations and language versions. This stage of content production is a close collaboration between humans and AI.
Drafting Text with AI
AI can be asked to draft a text based on a call to action, interview notes, transcriptions, or other materials. The quality of the draft depends on the prompt given to AI: the better the prompt, the better the outcome.
A Tailored Writing Assistant with the Right Tone of Voice
In October 2023, OpenAI enabled users to create their own GPT models within ChatGPT. This allows writing assistants to be trained in a brand’s tone of voice, language, and style, to automatically optimize content for search engines, and to produce content tailored for different social media platforms.
AI is involved in many tasks, and this article hasn’t even covered visual work.
But what remains, at least for now, in human hands?
Strategic Decision-Making
Responsibility for decisions, communications, and crisis management always lies with people.
Creativity and Storytelling
AI lacks human creativity, the ability to tell new stories, and emotional understanding.
Expertise
People know their own products and customers better than AI.
Brand Voice and Personality
Humans ensure that content aligns with brand values and voice, avoiding a generic or robotic feel.
Critical Evaluation
People can assess and refine AI-generated content to ensure it is high-quality and fit for purpose.
Project Management
Project management, feedback rounds, version control, and task prioritization are still handled by people.
