How Generative AI is Shaping Business & Changing the Game for Communicators 

How Generative AI is Shaping Business & Changing the Game for Communicators 

By Salim Parpia

Advancements in Generative AI (GenAI) are occurring at an unprecedented pace. Businesses can no longer afford to take a wait-and-see approach. Organizations need to think about building AI systems in a thoughtful and responsible manner.

What is AI, GenAI, and AGI

Artificial Intelligence (AI) is machine learning technology that can analyze data and automate specific tasks. GenAI is a technology that can create or ‘generate’ new content in text, image, music and video forms. GenAI is based on machine learning (ML) models that are trained to create new data, rather than making a prediction about a specific dataset in response to text prompts, which can range from short and simple to very long and complex. The foundation for this new content creation lies in large amounts and types of data (e.g., text, images, sounds, animation, 3D models, etc) that the AI systems are trained on to identify patterns and structures. Gen AI relies on ML models that mimic human neural networks. These powerful neural networks ML models draw on recent advances in research and computational capabilities to interconnect data nodes in a layered structure like the human brain and are referred to as deep learning. Gen AI isn’t a rational being capable of forming ideas and opinions…yet. When machines can replicate human-like cognitive abilities including reasoning, problem solving, perception, learning, and language comprehension, it will have passed what is known as the Turing test, first proposed by 20th-century computer scientist Alan Turing. This is referred to as Artificial General Intelligence (AGI). Some experts predict AGI is possible within the next decade or two.

Common GenAI Applications

The applications for GenAI are endless, from healthcare to finance. Businesses are particularly excited by the possibilities of specialized GenAI models because they can be trained on an organization’s own corporate data and they can collaborate with knowledge workers to dramatically improve productivity and solve business problems at a much faster rate than before. Some examples include:

  • GenAI can assist in educating workers and dramatically enhance the way teachers teach and students learn.
  • It can speed the discovery of new lifesaving drugs.
  • Food, medical supplies and transportation will be a lot more accessible and cheaper.
  • Gen AI promises to deliver benefits to both customers and service representatives, with chatbots that can be adapted to different languages and regions, creating a more personalized and accessible customer experience.
  • GenAI can increase the speed and depth of market research during the initial phases of product design and software development.


Gartner predicts that 40% of enterprise applications will have embedded conversational AI by 2024, 30% of enterprises will have AI-augmented development and testing strategies by 2025, and more than 100 million workers will collaborate with “robocolleagues” by 2026.

Communications Challenges and Solutions 

Misinformation and disinformation are rampant. As communicators are operating in an increasingly complex and data driven market, GenAI can play an important role in enhancing and supporting a variety of core communications functions. From performing sentiment analysis to tracking the success of PR campaigns, to media list development, copywriting and editing, GenAI can provide communicators with the data they need to head off any potential crisis. While GenAI may not be a replacement for a skilled writer, it can definitely help communicators generate a first draft or enhance their original piece (with the right prompts and by cleaning up grammar, redundancies, etc.), while maintaining one’s unique voice.  Furthermore, GenAI can unify reputation data, helping companies/employees navigate risks, opportunities and make data-driven decisions.

Darwin, MAHA’s Reputation Intelligence Platform, is able to generate insights that are not only based on what people think, feel, and say, but also provide real-time competitive intelligence that helps predict the actions a company can take to build and protect reputation, outperform peers and engage across multiple stakeholders. The power of Darwin comes from the pairing of big data with a deep bioscience intelligence engineered by Dartmouth scientists who are using the same mathematical models to isolate attributes among species that lead to survival, adaptation and extinction. For the first time, these methods can be applied to corporate data sets, offering up forward-looking analysis grounded in financial models, AI and science – enabling communicators the ability to understand, in real-time, the impact of past, present, and future actions on an organization’s reputation.

AI for Communicators: MAHA’s GenAI Chatbot ‘Charlie’

GenAI can automate the integration and analysis of data from disparate sources and can dramatically accelerate time to insights, leading to better data-driving decisions and faster strategic guidance. The latest addition to Darwin is its GenAI Assistant ‘Charlie.’ The main purpose of Charlie is to make navigating Darwin as seamless as possible by putting the power of GenAI at the users’ fingertips. Users are now able to have a conversation about their company’s data and insights, leveraging the latest GenAI technology to navigate Darwin with ease.

Key benefits include:

Simple Access: Charlie makes it easy to identify data within Darwin and understand what the data is saying, ensuring users get the most out of insights without any hassle.

Personalized Insights: Engage in conversations with Charlie to discover insights based on the data and needs of each company.

Streamlined Workflow: Save time and resources by leveraging Charlie for on-demand support, guiding teams through the platform and answering questions effortlessly.

By harnessing the power of GenAI, companies can unlock new possibilities, drive growth, and thrive in these exciting and rapidly changing times.

Businesses need to be transparent about their use of GenAI technologies, including how they collect and use data. As GenAI technology advances, businesses need to be thoughtful about the ways in which GenAI will drive changes in job roles, expose private or sensitive information and infringe on copyrights. Providing clear and understandable explanations can help users understand and trust AI-powered systems.


Get Notified About Charlie’s Launch!
Sign up now to receive exclusive updates and be among the first to know when Charlie is available.
Please enable JavaScript in your browser to complete this form.