ChatGPT: Friend or Foe
August 9, 2023

ChatGPT: Friend or Foe

A new study published in Science suggests that AI writing tools like ChatGPT could significantly boost productivity for communications professionals.

Researchers Shakked Noy and Whitney Zhang recruited over 450 college-educated professionals, including marketers and PR specialists, to complete real-world writing tasks. Half were randomly assigned to use ChatGPT to help.

The results? Those with access to ChatGPT were much more efficient – cutting task time nearly in half on average. Output quality also improved by 18%.

ChatGPT especially helped participants who initially struggled more with the assignments. So it reduced productivity inequality between workers.

Participants also enjoyed using the tech and were more optimistic about AI’s potential. Many continued using ChatGPT in their actual jobs after the study.

What does this mean for us? The authors conclude that so far, ChatGPT seems to complement communications roles rather than replace humans entirely. It can help us draft and edit content more quickly. This can lead to increased efficiency, reduced time spent on routine tasks, and potentially lower costs for companies. 

This research also raises questions about the potential displacement of certain types of writers and the impact on inequalities between workers. The findings of this research can spark discussions among communications professionals about the role of AI in our work, the potential benefits and challenges it presents, and how it can be effectively integrated into our workflows.

Implications for Communication Professionals:

But it’s early days. As the tech advances, the impacts on our industry will depend on how demand for services changes and what human skills remain hard to automate.

Let’s discuss:

I’d love to hear your thoughts on what this research means for our profession!