Page 63 - PR Communication Age January-June2020

But this brings us to the latest area of artificial intelligence: The Limitations of AI Writing
content writing.
As with anything, AI-written content is far from perfect.
While artificial intelligence can glean tone and theme from
In the past, writing content has always been relegated to a couple sentences of text and write a few paragraphs, it
content writers and creators. It was thought that content
still makes some glaring mistakes.
needed a purely human touch. Yet, analyzing millions of ar-
ticles across hundreds of industries and with a vast knowl- The New Yorker recently conducted a test to see whether
edge of spelling and grammar, AI has stepped up to the
AI technology could be used to create an article that would
task.
meet its high publishing standards. Using an AI tool called
GPT-2, they fed it the necessary information and the tool
This of course opens up many of the questions we men-
produced an article.
tioned before, such as: What can this technology be used
for? What are its limitations? Let's take a closer look at
But the big question is... Was it ready to go to print?
present AI technology and get some answers.

In the end, they found that while the AI technology could
What's on the Horizon for Artificial Intel- construct grammatically correct senses, it lacked the abil-
ligence and Content Writing? ity and skill to reason and conceptualize -- both important
components in content, especially when you're creating
AI has some incredible capabilities -- just in PR, we see how
articles for The New Yorker. It seems that staff writers at
it has made our lives easier. We've also seen how AI can
The New Yorker do not have to worry about their jobs.
help our businesses to run smoother, especially thwarting
human error.
But even without the ability to reason and conceptualize
as well as a human, AI still has the potential to help in the
And writing content is no different. We've seen for years
creation of content.
how spelling grammar checkers can catch errors that we've
missed and overall improve the quality of our writing. And
with auto-complete on many phones and computers, we The Best Uses for AI Writing

see how AI can speed up the writing process.

So it comes as no surprise that AI has continued to develop
with the times. But does that mean that this technology is
prepared to take on all of your writing tasks? Let's look at
what we know so far.

Right now, the majority of brands who use AI have it sift
through data and create content from that. For example,
The Washington Post has used AI to sift examine sports
scores and create articles that summarize local games, as
well as post updates to Twitter about those games. The LA

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