BY CHRISTOFF OOSTHUYSEN

As a small business owner, your to-do list is likely to be a constant battleground. Between managing operations, marketing your business, and keeping customers happy, writing important texts often gets relegated to the bottom of the pile. But emails, reports, and other forms of communication are vital for running a smooth business. 

This is where generative AI steps in, offering a powerful tool to streamline your writing tasks and free up precious time. But be aware that there are some serious pitfalls to look out for so that you may get the optimum benefit of a handy tool.

What is generative AI?

Generative AI refers to a type of artificial intelligence that can create new content, like text, code, or images. In the context of writing, these AI tools can help you with a variety of tasks, including:

• Drafting emails and letters:
  You can provide basic information and the tool can generate a professional and clear first draft for your review, based on the examples of the magnitude of texts it draws from the internet.
  
• Creating reports and summaries:
  AI tools can very quickly summarise data from spreadsheets or other sources into a concise and informative report, thus saving you lots of reading and analysing time.
• Brainstorming ideas:
  When you are stuck and not able to come up with that perfect idea, AI tools can suggest content topics, headlines, concept ideas and business plan outlines, just by prompting it to provide you with several ideas to choose from.
• Proofreading and editing:
  For those of us who are not great linguists, AI tools can help a lot in identifying typos, and correcting grammatical errors, or even suggest improvements to your writing style or re-writing of paragraphs to improve clarity of communication.

• Personalised customer interactions:
  Use AI to personalise email greetings, suggest relevant product recommendations, or even craft responses to simple customer inquiries in a natural, engaging tone.
• Marketing and sales copywriting:
  Generate creative headlines, product descriptions, or social media posts to capture attention and drive engagement. Remember, AI can provide starting points, but your human touch is still crucial for brand voice and authenticity.
• Meeting summaries and action items:
  Leverage AI to summarise key points and action items from meetings, ensuring everyone is on the same page and tasks are clearly defined.

Tools for every need

The good news is that generative AI is becoming increasingly accessible, with several tools readily available for small businesses. The most popular options offer good solutions within the familiar platforms such as Microsoft Office, Google Workspace and dedicated generative platforms such as Gemini and ChatGTP:

• Microsoft Office offers a built-in tool in Word, Outlook, and other Office applications to provide real-time suggestions for grammar, spelling, and clarity. It can even rephrase sentences for better flow and conciseness. It also provides features that go beyond basic editing, suggesting writing prompts, and relevant data points, and even helping with research tasks. Plus you may even speak your message directly into Word, and the AI transcribes it accurately. This is a great time-saver for composing emails and reports on the go.
• Google Workspace:
  Gmail is a widely use email app, with AI tools available that analyse your email subject line and opening sentence to suggest relevant completions and even entire paragraphs. It can save you significant time drafting common email types, like order confirmations or follow-ups. Similar to Office, the Workspace applications also offer tools to help you find relevant information and data points within Google Search, directly integrated into your documents; and real-time grammar, spelling, and style suggestions to improve your writing as you go.
• Gemini and ChatgGTP:
  While the tools mentioned above reside within familiar suites, there are also independent generative AI platforms gaining traction. Options like Gemini (formerly known as Brad), from Google AI, and ChatGPT, from OpenAI, offer more open-ended creative text generation capabilities. These platforms can be a great resource for brainstorming content ideas, writing different creative text formats like poems or code, and even personalising marketing copy in a more artistic way. However, it’s important to remember that these platforms are still under development, and their outputs may require strict human oversight to ensure accuracy and avoid factual errors.

Using AI responsibly

While generative AI offers a wealth of benefits, it’s important to be aware of its limitations. Some of the most important considerations are:

• Accuracy and factuality:
  Always double-check information generated by AI, especially data-driven reports or summaries. AI can misinterpret data or miss crucial details.
• Objectivity and bias:
  AI is trained on massive datasets, and these datasets may contain biases or misinformation. Be aware that AI-generated content might deviate from the objective truth, especially on sensitive topics.
• Privacy and security:
  If you’re using AI tools for business communication, ensure they comply with data privacy regulations. Avoid including sensitive information in prompts or using the tool for strict confidentiality tasks.

Overcoming the challenges

Here are a few tips on how you can overcome the challenges associated with generative AI and ensure safe and responsible use:

• Fact-check everything:
  Don’t rely solely on AI-generated information. Double-check facts, especially for data-driven reports or summaries. Utilise credible sources to verify the accuracy of the content.
• Focus on human oversight:
  AI is a powerful tool, but it shouldn’t replace human judgment. Review all AI-generated content carefully before sending it out. Ensure it aligns with your brand voice, avoids biases, and maintains the level of professionalism you expect.
• Streamline workflows:
  The landscape of communication is rapidly evolving, and generative AI is poised to be a game-changer for small businesses. By embracing this technology and using it strategically, entrepreneurs can streamline workflows, boost efficiency, and craft compelling communication that resonates with their audience.
• Use it responsibly:
  Responsible use is paramount. Just as a powerful tool needs a skilled user, generative AI requires a healthy dose of scepticism and human oversight. By staying vigilant about potential biases, prioritising fact-checking, and maintaining a focus on their own identity, small business owners can leverage the immense potential of generative AI to propel their businesses forward.

Those who choose to ignore this technological wave, risk being left behind in the ever-evolving world of communication. Your best advice may be to embrace generative AI, but remain cautious!

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©2024 Entrepreneurial Planning Institute

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