by Katrina Hook - The power of AI is infiltrating nearly every element of daily life. What does this mean for the communications industry?
Matt Russell, Principal Business Analyst at Mayo Clinic, advocates for riding the generative AI wave. “Generative AI tools can help you work smarter, not harder, and if used correctly, can help you do your best possible work,” he says.
What is Generative AI?
Automation has been part of our lives for decades. Think of it as any process with routine and repeatable results.
Generative AI, by contrast, does not work the same way every time, even producing different results from the same or similar prompts. While its responses must always be verified for accuracy, there is tremendous value in its ability to present various perspectives and explore new possibilities.
“It’s up to your imagination what you can get out of AI,” Matt says. “It's not a magic wand, it’s a genie. What do you want? How do you articulate your request? How does it respond? Will the genie give you what you think you asked for? Luckily, we’re not limited to three wishes.”
Being an Asset in the Age of AI
How do we navigate the currents of groundbreaking change?
“Embrace it,” Matt advises. “Start using the tools and get familiar with how to make the most of them.” He advocates for all-in learning, exploring applications. Experiment with prompting. Use it to repurpose materials. The possibilities are endless.
How can you use it effectively and responsibly to simplify your day? How can you apply it to a practical function or task? “Learning how to safely, responsibly and effectively use generative AI is a valuable skillset,” he says. “Assess how you can maximize the impact of your prompts to integrate with your projects.”
When AI Crosses the Line
Like any powerful tool, AI comes with risks, especially when it comes to corporate reputation. The biggest red flag? Misusing it. “Some messages deserve human effort,” Matt says. “You’re always responsible for the accuracy and tone of your work. That doesn’t change.” Should heartfelt messages be AI-generated? Probably not.
Matt describes the best examples of using generative AI in marketing as bringing a creative concept to life, “something that is cool and unlike anything you've seen before.”
Hear More from Matt
Learn how to stay afloat amidst the rise of AI by joining IABC Philadelphia for Beyond the Basics: A Generative AI Masterclass for Communicators on May 13, 2025, from noon to 3:00 p.m. ET.
Katrina Hook is a communications intern and an advertising and public relations student with a passion for storytelling. She finds joy in uplifting others through her writing and creating spaces for shared adventures. Katrina loves appreciating the little things in life and enjoys traveling, running, reading, and painting.