We work with words, which compose stories, which build scenarios, which represent values. All of this is the result of creativity, which is a fundamental component of the writing process, because it is not only the agglomeration of a person's experiential baggage, but it is also an entirely human capacity that can hardly be replaced.
This is also confirmed to us by AI, whom we asked how important the human component is in writing. This is her answer:
"Despite everything, creative writing is something deeply human. AI can generate coherent texts, but it lacks:
- Authentic experience and emotion → AI can write a love poem, but has never really loved. It can generate a dramatic tale, but it has never suffered or dreamed. Human writing is steeped in lived experience, which makes it unique.
- Artistic sense and intentionality → Writers do not just write well-constructed sentences; they choose what to say and what to omit, shape a style, play with rhythm and irony. This level of finesse is difficult to automate.
- Ability to innovate and break the rules → AI works on existing patterns. If an author decides to twist a narrative structure or reinvent a genre, it is a conscious decision that stems from a creative spark.
The real potential lies in collaboration."
However, what does this collaboration consist of?
Where does the line between interaction and substitution begin and end?
Many times the question arises as to how creative the the output, that is, what is written by the AI, but perhaps the correct question should focus on how creative it is the input that is given to the technology, because it determines how much nuance the result will have.
After all, everything we feed to the AI is the result of our emotions, our ability to interpret them, filter them and shape them, which in the case of writing is transformed into words and stories.
In fact, when we are confronted with a creative and original text, our instincts connect what we are reading to our personal experiences, also creating an experience at that same moment, enriching it with a value that we would not see when confronted with a completely AI-generated text.
Because the use of words allows us to put emotions and experiences down on paper, and this is what will always distinguish a human from a machine.
How then can AI elevate a creative process?
An online experimental study (Doshi, A. R., & Hauser, O. P. (2023) Generative artificial intelligence enhances creativity but reduces the diversity of novel content. arXiv. https://arxiv.org/abs/2312.00506v3) investigated the impact of generative AI on creative writing by allowing some authors to receive story suggestions from an AI platform.
The results show that access to these ideas leads to more creative and engaging texts, especially among less experienced writers. However, stories developed with AI tend to resemble each other more than those written exclusively by humans.
Here we have an answer that could guide us in this reflection: the solution lies in the right balance between "giving" and "receiving," between heart and machine, which, together and not in isolation, can offer great results.
If we go down to the specifics of PR, artificial intelligence can be very useful at different stages, such as:
- overcoming writer's block: whether looking for us a cue or a new direction, AI can generate ideas, suggest incipits or help explore new angles.
- speed up the writing process: can rephrase sentences, correct errors, synthesize, translate.
- analyze and optimize: to make a text more engaging or to enrich it with data, algorithms can provide research and reports based on trends in the target industry.
- Identification of relevant journalists and influencers: AI can analyze who writes about certain topics and suggest the most suitable contacts for a PR strategy.
In fact, according to some Statista research, PR practitioners are increasingly adopting artificial intelligence tools, with 75% of PRs globally using generative AI solutions in their workflow, such as doing research, brainstorming, and writing initial draft copy.
However, even here, human creativity remains a key element, for although AI is a valuable support for some tasks that can be automated, an over-reliance on such tools, especially among younger professionals, could undermine learning the fundamentals of this profession.
In fact, what another Statista research found, in the marketing sector, 86% of agencies believe that enhancing talent skills in strategic creative thinking is critical.
And here we return to the beginning of our reflection.
In a world where technology is conquering the heights of efficiency, human creativity will continue to win people's hearts.
If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.
We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.
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