Video: The threat of AI on bad creatives [Video]

In this video, Pure Public Relations founder, Phoebe Netto, explains why Generative AI tools like ChatGPT won’t easily replace talented and strategic creatives.

Talk of Generative AI has been dominating the marketing and media industry for months now, and it’s easy to see why. With the rise of highly intelligent tools such as ChatGPT and their capacity to create content in the blink of an eye, many creatives are asking a confronting question: will AI put me out of a job?

The answer isn’t so simple.

There is no denying that this technology is already having an impact on the industry. For instance, a Sydney communications agency recently posted a job ad seeking a “Freelance ChatGPT Prompt Editor” in lieu of a content editor. The job description described someone who could efficiently generate content using ChatGPT, making it clear that they had no interest in copywriters who wanted to create content from scratch.

This may …