Heading into Christmas, there was an early 'gift' from OpenAI this month with the release of a new model, ChatGPT. You can read their blog post here and it gives you the detail on how it works, what it does and how it can be used. It is extraordinarily clever and a powerful tool that can be used in a myriad of ways - but, as my motto remains - just because we can, doesn't mean we should. I've covered the ethics of AI and its application many times over the years and as the capability of tools such as ChatGPT increases, so too do the ethical challenges. Question is, will ChatGPT be on Santa's naughty or nice list this Christmas? Will people opt for the lazy route of generating content (which will mean a world where algorithms chat to each other but we don't) or will practitioners realise they are at a point of evolution for the profession where they can be eliminated by the tactical or elevated by wise counsel? Jury will be out on that for a while - meantime, Happy Christmas - ChatGPT had this to say on the season when I asked it to describe and explain Christmas (which it did in less than a second):
"Christmas is a holiday that commemorates the birth of Jesus Christ. It is typically celebrated on December 25th by Christians around the world and is considered to be one of the most important holidays in the Christian faith. The holiday is often marked by religious services, the exchange of gifts, and the decoration of homes and churches with festive decorations, such as Christmas trees, lights, and mistletoe. Many people also celebrate Christmas by preparing special meals and gathering with friends and family. The holiday has also been adopted by many non-religious people as a cultural celebration, and is often associated with secular traditions such as Santa Claus, gift-giving, and the singing of Christmas carols."
However you celebrate - enjoy the season.
About Think Forward
Think Forward is written by Catherine Arrow. It answers PR questions, highlights practice trends - good and bad - and suggests ways forward for professional public relations and communication practitioners.