[Editor’s Note: Ahead of PRNEWS’ Leveraging AI for PR online seminar on March 27, we spoke with a speaker for the event, Michael Kaye, Director of Brand Marketing & Communications at OkCupid, about the brand’s use of genAI, what his session will entail and advice for PR pros experimenting with the technology.]
PRNEWS: How is your brand using genAI for marketing and communications?
Michael Kaye, OkCupid Brand Marketing & Communications Director: OkCupid matches what's important to you through in-app matching questions. These will help you determine who is the best match based on your answers to the questions. Early last year, I decided to have ChatGPT create matching questions for me. The questions generated by the chatbot received approximately 4 million answers.
PRNEWS: Regarding the case study of OkCupid powered by genAI, what are the main points you plan to cover in the session?
Kay: All brands have the opportunity to be creative and original while being impactful in their storytelling efforts.
PRNEWS: What kind of use of AI are you seeing in your company and across the industry? What are you hearing from your colleagues and partners?
Kay: Dating apps have been using AI for app moderation and safety features for years, but more communications and marketing teams are starting to leverage generative AI. Of course, we hear a lot about ChatGPT, but we're also seeing brands leveraging AI tools for their creative assets. However, this is something that hasn't been done yet for Archer or OkCupid.
PRNEWS: How should PR professionals think about applying AI to their organizations? Should they follow certain ethics or guidelines?
Kay: In addition to developing a framework for how communicators and marketers should use AI, we recommend always engaging with legal and safety teams when leveraging these new platforms and tools. To do. My caution to anyone using tools like ChatGPT is to be conservative and careful about what you're entering into these platforms.
