Netflix stays silent and ChatGPT says too much 🤖
TO AI, OR NOT TO AI? THAT IS THE QUESTION.
It seems like AI (Artificial Intelligence) and ChatGPT have been a constant in the news cycle lately. What exactly does AI mean? Is ChatGPT worth it? Will it become aware like Skynet and wipe out humanity with only a few brave rebels left to fight the machines? Ok, that one was for the 80s and 90s babies that loved the Terminator movies like me and not a possibility… or is it? 😎
But the biggest question I've heard amongst my peers is, 'What does this mean for PR and marketing efforts?"
Let's back up a bit. If you're not familiar with ChatGPT, the best way I can explain it is that it is a free, open-source AI tool still in the research phase (this is important to remember) that allows users to chat with a bot that will help find information, write content, generate basic grocery lists, etc. We've even seen ChatGPT take the bar exam and pass. We've also seen where ChatGPT has created content that is misleading or has included conspiracy theories.
So, what are my thoughts about ChatGPT and other AI-generated content? If it becomes what the designers hope it will become, I think it could help with mundane tasks such as lists, writing generic press releases, or other content. The big thing to remember is that these services aren't human, which is why I'm not worried about what it means for PR and marketing efforts.
The examples I've tried are robotic (pun intended) and devoid of emotion. Quotes are boring and usually taken from another source accessed on the internet. Humanity is a big part of marketing and public relations. How do we communicate with an intended audience? How do we connect with them so they see a need for a product or service? Answering these questions requires strategy and ideation before implementation.
I'm not worried about ChatGPT or any of those services because it's unable to connect humanly with words or how it interacts with others. Professionals are still needed to pitch a story, connect with journalists, plan a campaign, etc. There will always be a need for a human touch no matter how advanced we become.
What are your thoughts on ChatGPT? Have you tried it yet? I'd love to hear your thoughts and experiences.
Love is Blind: Why Staying Quiet Isn't Always the Best Policy
After discussing Vanderpump Rule's Scandoval situation in the last newsletter, I thought I'd have a break talking about reality television PR blunders. Oh, how wrong I was! A new contender has entered the chat, and that is Netflix's social experiment Love is Blind.
For those of you who have never binged the trashy emotional rollercoaster joy that is Love is Blind, here's the gist of the show: Contestants date each other in a confined space, or pods, sight unseen. They fall in love, get engaged, and finally see each other. After that, they live together for a month, head to the altar to get married, and declare whether or not the experiment worked and if love is blind after all.
Well, this season had its controversial moments and cast members, but it was the reunion and the following weeks where things really went off the rails. Here's a great recap of all the blunders and controversies, including a livestream that didn't happen, hosts that were so bad 40,000 people signed a petition to get them fired, and allegations of abuse and extremely traumatic situations from past contestants.
Although Netflix briefly addressed the livestream snafu on its Twitter account, the streaming service has yet to address the backlash, the petition and the universal agreement that the reunion was horrible, and the new allegations about mentally abusing contestants. Although Netflix hasn't made a statement, Kinetic Content — the production studio that worked on the series — recently gave a statement regarding the filming practices, etc.
Some people will tell you it's best to remain silent when faced with a crisis. While that may be true sometimes, I don't feel like it is true now. By staying quiet, Netflix has only allowed others to control the narrative and pile on to a situation that could have been addressed with a “we let you down" statement to viewers. The hits keep coming even this week as former contestants distance themselves from the show.
The biggest lesson from this situation is never to let others control the narrative. Trust is essential with your consumers, and staying silent can negatively impact public perception.
As Netflix has already filmed additional seasons of Love is Blind, I guarantee viewers will tune in to watch the drama unfold on and off-screen. Time will tell if Netflix continues its “silent” policy when faced with a crisis or if something will happen where it has no choice but to speak.