Or Is It Just a Tool?
By Mitchell Slepian
We are all using AI. We are all worried about it. Will it cancel our jobs? Will it take over? How useful is it? Will we see AI-created art the next time we visit the Guggenheim?
We are the beginnings of a new phase. We could be a little further into it. The questions raised are is it smarter than us? There are many answers. To begin, we have seen so many industries change. At one point, there were a few news stations we’d watch on our TV sets. Then came 24-hour cable news programs. Now they stream and it is all over social media. We used to listen to music on records, reel-to-reelss, 8-track, the trusty old cassette, and then the “modern” CD. Now we listen to it digitally on our phones, laptops, Alexa, etc.
I just completed working on a video for an organization I chair. The producer used Speechify for the narration. Did it solve our needs? Did it create more work? Yes and No. Sure, it took the voice narrative and created a transcript. It saved time. Did it spell things right? No. Con Edison became “Khan Edison.” We didn’t have Star Trek characters in our video. I wish. Did it spell people’s surnames right? Yes and No. A few times, it spelled a name correctly at the beginning of the video and butchered it elsewhere. Did it pronounce things right? Yes and No. It can’t capture ethnic accents. It certainly provided a lot of help. But we wanted our video to sound authentic, with that Brooklynese and Staten Island sound. Was it useful to our process? Totally. What did we learn? The apps are super helpful. Are they foolproof? No. Should we continue to use and expand our use? Yes.
There are tools like Grammarly to do grammar checks. Word does it. Do they get everything? No. These tools often make mistakes with proper nouns and trademarked names, and they are obsessed with the Oxford or serial comma. Some style manuals (APA and Chicago) use it. At the same time, some (AP) does not. Wordsmiths will continue to debate this. Do we need the clarity it provides, or should we save space? Will AI learn this? Will it make suggestions to steer you in the right direction? I bet it will.
These tools suggest other words than what you wrote. Are they accurate? It is a mixed bag. You can run the same copy through the app multiple times. Try using different apps. It is like looking at multiple weather apps. One says rain. The says heat wave. These apps have similarities. It often gives different grades and suggestions each time. You can get a 100 on round two and a 94 on round three. I doubt that in the span of five minutes, it is being reprogrammed to catch new things. But it does clean things up and gives you a good idea of what needs improvement. It is up to you to use the tools to fix things.
AI works great when building press lists for PR pros. It can do a deep dive into a media outlet and pull up key contact information, deadlines, and submission requirements. It is great when doing research. It is great when doing background information on companies you want to do business with. Sometimes, using Google’s Gemini or X’s Grok, you get quicker results than searching a corporate website.
But when using it, you must verify. Do some quick research to make sure things are accurate. Proof it. Do not trust it 100 percent. It will always get better and become a more useful tool. Of course, we need to remember it is only as smart as those who programmed it. But in many ways, we are getting smarter by challenging ourselves to be more innovative.
Mitchell's thoughts, photos, etc. 