Artificial Intelligence
You can chase AI, but you can’t catch it. New developments are happening everyday with the technology, and we are using our decades of experience to better understand artificial intelligence and how it can work for your business.
ComGroup's AI Promise
The Communication Group continues to be Arkansas’ premier advertising and public relations agency by pioneering new and creative strategies for clients across the world. To achieve these results, we embrace the evolution of technology and only incorporate the greatest advancements alongside our decades of expertise. We maintain and uphold ethical integrity and challenge any new technology, including artificial intelligence, by 1) reviewing and researching the software, 2) testing the software extensively, and 3) implementing those advancements as a supplementation of our expertise, NEVER replacing it.
In accordance with agency standards, our brand promise and the PRSA Code of Ethics, The Communications Group is adopting a policy, or AI promise, that will ensure the ethical use of AI-generated content and how Groupers should apply the technology.
Agency Guidelines When Using AI
Moving forward, Groupers should disclose if AI has been used for content creation and how it was used to allow leadership and proofers to adequately check the work before presenting to the client. AI is evolving, and we as professionals should not overestimate its ability. There’s a balance we have to maintain to make sure we are giving the client impeccable, unique results.
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AI should not be considered a replacement for Groupers’ work.
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It should be used only to complement brainstorming and the creative process.
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It should not be used to do your work for you, whether written, visual or auditory.
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If a Grouper uses AI, it should be verified independently by the Grouper and cross-checked with multiple sources.
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Groupers should stay current and up to date on their knowledge of AI and should maintain continuing education.
Data-Driven Research Behind the Decision
The key to effectively using AI is to identify and prioritize the ways it can work for you in your company.
We spent countless hours researching how AI can help or hurt business productivity. We crunched the numbers, so you don’t have to. Here is the report that led to our decision in how we would incorporate AI into our workflow.
