As the use of artificial intelligence (AI) tools becomes more common in the communication industry, at LF Channel we have taken a proactive approach to identifying the opportunities and risks of this technology for our agency and the work we do with our clients. Generative AI models “learn” patterns and structures from training data and user inputs, and use this learning to generate text, images, and other media. Their results are often impressive, adapting to different tones, styles, and formats in a fraction of the time it would traditionally take. However, due to the lack of transparency about how AI companies develop and train their models, the use of generative AI carries certain risks that we must consider.
Recent studies have shown that a vast majority of workers are already using AI tools in their daily tasks, even if their companies have not formally implemented policies in this regard. According to a McKinsey report, around 60% of employees in various industries admit to using AI in their daily work, while only 20% of companies have established guidelines for its use. This informal use of AI highlights the need for communication agencies to lead with the implementation of clear and ethical protocols for AI use, ensuring its beneficial and safe utilization for both the agency and our clients. This is the path we are following at LF Channel.
Opportunities and Benefits of AI in Agency Work
With access to large volumes of data and the ability to analyze information quickly, generative AI offers significant possibilities for data-driven strategies and decisions. Among the most notable opportunities are:
Increased Productivity:
Generative AI algorithms, trained with powerful algorithms, have an enhanced ability to develop content. This can support greater efficiency in creating press releases, blog posts, social media posts, marketing materials, and more, allowing public relations teams to dedicate more time to complex and consultative tasks.
Data-Driven Decisions:
Many generative AI tools are trained on massive datasets from various sources. With the ability to quickly access and analyze large amounts of information, generative AI can offer data-driven results that support communication strategies. This could include measuring campaign effectiveness, deciding which audiences to target, or evaluating the comprehensiveness of a proposal.
Broadened Perspectives:
Because the information accessed by generative AI tools is greater than any individual’s knowledge, these tools can help communication professionals think more broadly about campaigns, strategies, and media relations efforts. For example, they can provide many more creative proposals during brainstorming sessions.
Challenges and Ethical Considerations
It is important to note that the use of generative AI, as an emerging technology, carries several risks for strategic communication. It is essential to address these challenges to ensure the responsible and beneficial use of AI. At LF Channel, we are committed to handling these aspects with the same rigor and ethics that we apply to all our communication practices. This includes various aspects, from copyright issues to the need for privacy and confidentiality of the information we work with daily. It is still unclear how generative AI models use, store, and reuse user inputs.
In addition, there is another important issue: the biases present in the materials on which AIs are trained, which can lead to results that are sexist, racist, non-inclusive, etc., and ruin the final content if not evaluated with a critical and humanistic sense. Moreover, AI tools can get creative, invent, and produce inaccurate responses that we will also need to know how to identify.
The Use of AI at LF Channel
At LF Channel, we believe in the thoughtful and careful use of generative AI tools, especially when advantageous for our clients. We firmly believe that the results of generative AI tools are impressive but significantly improved by incorporating the human touch. The work that must be done by our consultants with years of experience in the sector is irreplaceable and makes a difference. Working this way allows the agency and clients to reap the benefits of this new technology while minimizing risks.
Some of our commitments:
- At LF Channel, we will not provide AI-generated final products to clients without significant review and/or modification.
- We evaluate the results for accuracy, copyright infringement, and biases using all available tools, applying best business practices, through the same lens and with the same rigor that we evaluate traditionally developed materials.
- We protect clients’ sensitive data and avoid entering proprietary information into generative AI tools.
- We follow clients’ generative AI policies. In the absence of a specific policy, we adhere to our own guidelines and those of the professional associations we belong to.
Integration of AI and human ability
Combining artificial intelligence with the human touch can take corporate communication to new levels of effectiveness and relevance. While AI can streamline and enhance content creation and data-driven decision-making, it is the deep knowledge, experience, and contextual understanding of the consultant that truly adds value to our clients. Algorithms and AI models can process large amounts of information and offer quick insights, but they lack the ability to interpret nuances, understand human emotions, and build authentic relationships. These aspects are fundamental in corporate communication, where empathy, trust, and personal connection are crucial for the success of any strategy.
At LF Channel, we continue to be guided by our values of honesty, rigor, reliability, and dedication. AI provides us with powerful tools to be more efficient, but we always use it under the supervision and direction of our expert consultants. This ensures that every campaign, every message, and every interaction reflects not only the precision and speed of technology but also the integrity and human care that has always characterized us.
Adopting AI does not mean setting aside the essence of our profession. On the contrary, it allows us to enhance it, freeing up time and resources to focus on what truly matters: strategically advising our clients, deeply understanding their needs and goals, and building stories and connections that resonate and endure. AI is a tool to optimize our processes, but the true value comes from the experience and vision of our consultants, who will remain the cornerstone of our success and that of our clients.
Estela Cayón
B2B and Corporate Communications Director
