We need people to experiment with new technology such as ChatGPT, MidJourney and the rest but there's much more to artificial intelligence than creating videos and pictures that freak people out with how realistic they are. Technology is not entertainment. It's a tool we use. And we can learn lessons from our friends in farming and the way they've used technlogy wisely over the last 100 years or so. Here are my 4 principles for AI in pr and comms. I hope they help and if you'd like more no nonsense advice around implementing artificial intelligence (or any technology) within your comms team - get in touch.   

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