Image created by AI Art Generator, NightCafe Creator
Image created by AI Art Generator, NightCafe Creator

AI: the best thing for business since coffee

By Fiona Miller (with help from ChatGPT)

The era of AI

The era of artificial intelligence is just beginning. And although it’s been around for decades, it’s only now that we are getting an insight into its full potential.  

Like a lot of agencies, we wonder what the future of communication will look like when we harness the power of AI. To this end, we had a short dialogue with ChatGPT to see how it could structure and then refine a text.

The three prompts


The first prompt (Write an engaging article about AI and business execution and strategy activation) resulted in a generic and corporate article that, quite frankly, lacked warmth.

Here’s an excerpt:

Artificial intelligence (AI) is no longer a futuristic concept, but a reality that is transforming the way we conduct business. From automated customer service chatbots to predictive analytics and machine learning algorithms, AI is rapidly becoming an integral part of business execution and strategy activation.
AI can also be used to automate repetitive tasks, freeing up employees to focus on higher-value activities.


In the second prompt, we asked for a more engaging and less generic article. ChatGPT did a much better job the second time around:

Imagine a world where your business could run seamlessly, with minimal human intervention. A world where machines are empowered to handle complex tasks, freeing up employees to focus on more creative and strategic work. This is the world that AI is rapidly ushering in, transforming the way we execute business strategies and drive growth.
But AI doesn't just stop at providing valuable insights. It can also automate repetitive tasks, enabling businesses to become leaner and more efficient.


How good is AI at capturing humour on paper, we wondered? The result was entertaining – but not necessarily something we would use for our customers:

Are you tired of your employees constantly taking coffee breaks and napping at their desks? Do you wish there was a way to make your business more efficient without having to constantly keep an eye on your staff? Well, have no fear, because AI is here to save the day!
But that's not all! With AI, you can automate repetitive tasks like data entry and report generation, freeing up your human employees to focus on more important tasks, like playing ping pong or napping in the break room.

So, what do the results tell us?

·      Our main conclusion is that we haven’t experimented enough to get a text that we are really happy with. But it’s clear that the better the prompt, the better the output.

·      At the moment, AI is a great tool for sorting through information and coming up with generic content and structure – so it saves time and effort. But when it comes to communicating with employees in the right voice and with content that they can relate to, we believe the human touch is still needed.

·      Collaborating with AI tools is a good springboard, but we still need to fact check and tweak because we have no control over the vast amounts of information it takes in. It might be worth noting that using an AI’s words is not a substitute for our own original thinking.

To sum up

We humans are better at knowing our customers and communicating with them in language they understand. In other words, we truly listen and are good at reading between the lines. Together with AI as a tool, the future looks bright. Or, as ChatGPT put it in the third article it created: In conclusion, AI is the best thing to happen to businesses since the invention of coffee.

If you want that human touch – or just a good cup of coffee, then please contact us.

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Strategikommunikation och aktivering