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Generative Artificial Intelligence at InfoSol:
Our Guidelines
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In the last 30 years, at InfoSol, we have witnessed revolutionary changes in the world of public relations (PR) as digitization has made its way into our industry and markets.
This has led us to innovate, becoming pioneers in adopting disruptive technological tools in the field of communication. So, when generative artificial intelligence (genAI) entered the scene, we knew it was a turning point in our industry.
As responsible professionals, it is our duty to help our clients navigate this new world and utilize genAI to be more effective than ever before. And we take our responsibility very seriously!
That’s why we have incorporated genAI into our toolkit that supports our clients’ PR strategies. However, we have established some internal guidelines to ensure responsible use, based on our own research and complemented with the policies and guidelines included in the PR Council Guidelines on Generative AI.
At InfoSol, we are committed to transparency, and that commitment extends to the use of genAI. We use genAI for research or generating ideas, but not for creating entire content or materials for our client’s campaigns. Therefore, we never present the output of a genAI query as our own final content.
We are aware that genAI is owned by private companies, which may use the information we input into the queries to feed future versions. For InfoSol, it is crucial to maintain the trust of our clients, so we are careful with the data we upload, avoiding inputting information and data that is not publicly available.
GenAI draws from vast databases such as books, websites, and blogs, and while this provides an opportunity to expedite research, it can also pose a threat as the information may be false, misleading, or biased. Therefore, at InfoSol, we never accept genAI information as absolute truth; we always verify the data and original sources (studies, testimonials, statements, documents, etc.).
Although genAI applications can produce acceptable results, we also acknowledge its limitations, such as the lack of context, creativity, authenticity, and critical thinking inherent in human beings. Therefore, we only use these platforms to stimulate creativity and streamline the idea-generation process so that our internal teams can combine genAI results with their skills, knowledge, and expertise to generate original and strategic approaches that genAI cannot replicate on its own.
Bias in generative artificial intelligence has been an important issue from the start. For this reason, our goal is to use it ethically, ensuring that all members of our organization adhere to one of our values: Ethics. Additionally, we follow the key points in the PR Council's Guidelines on Generative AI to detect and address any potential bias that could impact our clients' PR strategies.
For InfoSol, genAI is a highly potent element that has been added to our arsenal of PR tools. We are convinced that AI will free us from mundane and tedious tasks and allow us to focus on aspects such as creativity and strategy that guarantee higher performance and impact in our work.
We are excited about the possibilities it offers and are ready to use it responsibly and effectively. The future of public relations is here, and genAI is part of it at InfoSol!
