Recap: A beginner’s guide to AI & ChatGPT for impact communicators


Unless you’ve been living under a rock, you know that artificial intelligence is poised to either revolutionize or scorch the earth of the communications industry, depending on who you ask. Want to wrap your mind around its power and potential, and discuss the ethical implications for impact communicators and media? This month’s Impact Council featured Dr. Lisa Costa, cyber and AI expert with the United States Space Force, and Robert Scales, educator and author of “A Beginner’s Guide to ChatGPT”. Below are a few key takeaways (thank you to our co-moderator, Kris Krug, for pulling these together for us! You can read Kris’ full recap and takeaways here). Visit this link to watch a recording of the session.

Key Takeaways:


1. AI has huge potential benefits but also raises major ethical concerns around bias,
job displacement, and misinformation. Organizations must build responsibility into
AI systems from the start.

2. Data quality and security are critical – where is the training data coming from and
how is it validated? Removing trusted data sources like Wikipedia from models is

3. Deepfakes can manipulate public opinion and target individuals. Detection
algorithms, digital watermarking, blockchain, and secure data custody are needed.

4. AI will dramatically impact marketing and communications roles. Updating skills,
embracing new creative opportunities, fact checking, and cognitive diversity are

5. To prepare for AI’s impacts, focus on policy, reskilling programs, safety nets, bias
audits, transparency, ethical guidelines, and accessible curriculum updates.

6. When using AI tools in communications, cite the technology appropriately and use
the “AI mindset” – be curious, adaptable, data literate, aware of ethics. The more
you use it, the better you can apply AI strategically.

7. Overall, AI is a powerful tool, but ensuring it is applied ethically and its benefits
shared equitably remains a key challenge for society