How AI is redefining communication professions in the era of ChatGPT and Midjourney

The challenges of artificial intelligence in the communication sector

Communication, in the broad sense of the term, that is to say from the nature of the offer proposed by brands and companies to the formulation of advertising messages on the different digital channels, tends to evolve with the rise of generative artificial intelligence tools. Many professions are impacted, from data management to the development of a media purchasing plan to increase performance, including content production (image, text, video, etc.). Their use is particularly useful and effective in helping communicators decipher trends and identify emerging consumer insights, which will provide food for thought and thus make it possible to adjust the communication plan to be implemented according to the objectives to be achieved. .

Clearly, AI saves us time and it also allows us to aggregate other sources, in order to obtain finer observations, the famous “weak signals” of the time and of society, analyzes Olivier Creusy , director of innovation and development ISCOM.

During the design phase of an advertising message, for example, the great strength of a generative AI such as ChatGPT or Midjourney will lie in its ability to multiply and automate the tests before arriving at production, which will subsequently be “ transcended » by a creative. If the latter will have “ always »hand on the final version, « we will have saved a lot of time in modeling », underlines the innovation and development director of ISCOM. A significant advantage for communications professionals who work particularly in agencies, where deadlines for delivering a service can be very tight.

Once the human has defined the big creative idea and the advertising concept, AI makes it possible to obtain a very interesting cost-effectiveness ratio to produce communication objects, define variants according to its target audience, and thus enrich production, adds Olivier Creusy.

Beyond the important source of productivity that it represents for communicators, the arrival of generative AI in this sector actually generates a real “ paradigm shift ”, the consequences of which we have not yet fully understood. “ Generative AI is disrupting all the levers of digital marketing (SEO, SEA, email marketing, social media, programmatic, etc.), and it is changing the way we work. This is why it is essential to master this generative AI in communication professions. », specifies Frank Michel, scientific director of the specialization in communication and digital marketing at ISCOM. If the latter warns of the risk of impoverishment of creation, for his part, Olivier Creusy wishes to reassure future talents: communication calls on both the cognitive and the emotional. It is on this dimension that humans still have their role to play, particularly in the field of creation.

The artistic direction of a creation is not just clean and well-done content, it is the feeling at a given moment by a talent who will ensure that, because there is this individual who holds the mouse or the pencil, there is something elegant, statutory, and a certain magic will take place. AI will never be able to generate emotions.

The need to learn to master generative AI for future communicators

To be able to use generative AI tools wisely, it has today become essential to train to master them and derive added value for your brand or business. This is why ISCOM has included a course on this subject since last year, so that students can test and experiment with these innovative solutions, and thus “ measure for themselves what will change in their daily work », continues Frank Michel. Because, as innovation and development director Olivier Creusy reminds us, these are professions of sensitivity to others, of understanding the times, and which mobilize a whole process of reflection.

Having new resources at its disposal and being able to access more data, better interpreted, finer and enriched, will allow a brand to differentiate itself from its competitors. It is the entire job of the communicator to think, to connect to “real life”, to the humans around them, with these new tools which will help them optimize their production.

The school supports its students in their reflection by providing them with all the keys to determining what place to give to generative AI tools in the exercise of their profession, and how to promote their expertise as a future communication professional. .

At ISCOM, we teach them to master these tools, which have become essential, but also to ensure that they question what they will be able to do with them, and how they will succeed in expressing their talent in this way. than their personality in this context. The rise of AI is really an opportunity to think about these big questions, which call into question our own convictions as communicators, continues Olivier Creusy.

If you wish to evolve in this field which is full of a great wealth of professions, each one as exciting as the next, human qualities such as curiosity, versatility or the ability to constantly question oneself are also necessary, because they allow us to better understand the technological revolutions underway, and thus intelligently convey the messages that brands wish to convey in this new situation.

It is thanks to these human skills that we are able to use tools like ChatGPT and Midjourney in an intelligent and reasoned manner, and thus achieve the objectives set, confirms Frank Michel.

Complete training open to work-study programs, to be as close as possible to the reality on the ground

ISCOM is a school which has the particularity of training the “mind” to understand the times in which we operate and its various societal, cultural and even geopolitical issues. The specialization in communication and digital marketing that it offers corresponds to a real academic approach provided by professors who all come from the professional world, and who come to share their knowledge with the passion that drives them on these subjects. “ These are lessons that are really designed as closely as possible to the professions. », explains Olivier Creusy.

This learning is validated by internship and work-study periods in a company. The objective is to apply the expected technical skills, and thus offer learners the opportunity to check whether their vision of the profession in which they are training corresponds to their expectations. The work-study program is a professional experience which will reinforce them in this sense, and open the doors to the world of work for them.

The sociological evolution of students means that they increasingly need to “do”. They need to see this concrete reality of the communication professions, which may seem incomprehensible from the outside, and be reassured by the concrete. This is what pushed us to open our work-study specializations from the 4th year at the start of the school year next September.

In addition to preparing for 2 years in a company, and obtaining a level 7 professional certification at the end of their training at ISCOM, future communication professionals will also acquire the “technicality” expected by recruiters. “ We must not forget that digital is first and foremost a technological platform, and therefore it is essential to learn how to use its different levers. The whole challenge of our training lies in training our students to be able to understand communication in the broad sense while mastering digital tools, including artificial intelligence. », Indicates Frank Michel.

Are you passionate about communication? Have you always wondered how the applications you use every day work? Why was this packaging produced with this color, or why does a product have a certain type of interface? “ We encourage our future students to ask themselves this crucial question of “why”. Starting from their personal experience, their life as a consumer, their desire as a citizen, their life as a smartphone addict, they must question themselves and explore behind the scenes of the work carried out by brands, and have this desire to understand the changes in our society », concludes the innovation and development director of ISCOM.