The use of AI as a PR tool was discussed with Bohdan Shcherbakov, an expert in artificial intelligence, who combines marketing strategies with an understanding of technical aspects and AI.
Practical Tips for Working with AI from an Expert
This was a warm and meaningful meeting of the SUP PR Club, where we learned about:
- The “three pillars” upon which professional AI work is built: prompts, model/services, and technical base (tokens and limitations);
- Types of prompts, including: instruction prompts, role-playing prompts, few-shot prompts, chain-of-thought prompts, zero-shot prompts, and templated prompts;
- The “prompt about a prompt” technique – formulating an AI query that will yield a better result, as well as examples of good and bad queries;
- Using different AI models (ChatGPT, Claude, Gemini, and others) depending on the specific PR task;
- How to teach AI to write in a “human” language, rather than with templated phrases;
Blitz-Format Interaction with Participants
During the meeting, the speaker also thoroughly answered participants’ questions in a blitz-format, discussing:
- Using AI to adapt text for search engines, analyze the effectiveness of advertising campaigns, and sales funnels;
- Building and automating targeted campaigns using AI;
- Prompting for PR, creating releases, columns, interviews, and communication materials using AI;
- Fast and high-quality transcription of audio materials and creation of video content for social networks and the manager’s personal brand;
- Creating visual and artistic content using AI;
- The importance of employee training for an optimal balance between the automation of creative processes and the preservation of a brand’s human uniqueness in the context of active AI implementation;
- Creating personal GPTs – specialized versions of ChatGPT models that users can customize for themselves.
Legal Regulation
It is important to add that the use of AI-generated content is currently not regulated by law. Content you share with AI can become public domain, as well as training material for AI models.
In Ukraine, there is a “special kind of right” for AI-content. Regular copyright for purely AI-generated content does not apply, but property rights (25 years) may belong to the program developer or user. If a person edits the result, only their contribution is protected.
It is also worth considering the updates to the mechanisms of various social networks and Google, which actively track AI-generated content and can “ban” or lower a website’s ranking in search results.
AI is primarily a tool that can be used to automate and optimize workflows. However, human contribution is essential. Copyright protection depends on the creative contribution of a person. Purely AI-generated content is usually not protected and becomes publicly available.
Specific tips for copyright protection:
- Document the creation process (prompts, versions, decisions);
- Add human contribution – editing, selection, composition;
- Check AI service licenses and specify terms in contracts.
We thank Bohdan Shcherbakov for a presentation rich in practical advice and detailed answers to participants’ questions. We are sincerely delighted with our PR Club meeting and thank all participants for their openness, activity, and communication in a circle of like-minded people. We look forward to seeing you at our next meetings!