Efficiency, but at what cost? Perspectives on generative AI uses, benefits, and drawbacks from social change communicators

Generative AI has the potential to transform the societal function of public relations. Although maintaining the capacity to build, maintain, and activate publics is important for organizations of all types, building relationships with publics is central to the ability for social change-oriented organizations to achieve their goals. The purpose of this study was to understand if social change communicators (SCCs) are using AI in ways that prioritize human communication. Based on interviews with 22 SCCs, we found that SCCs were using GenAI to write messages, complete tasks, and as a thought partner. GenAI tools also created hurdles for participants they had to overcome. Efficiency was the central benefit identified by SCCs, but they were also concerned with how GenAI tools can be inaccurate and misrepresent the publics they advocate for. Considering our participants’ experiences we conclude by offering four possibilities for SCCs to use GenAI tools in ways that center human participation in their work drawing on the notion of participatory (AI) public relations.