If you studied journalism in school or worked in a newsroom, you’re probably familiar with the AP Stylebook. If you’re tuned in to recent tech news, you’ve definitely heard about Artificial Intelligence (AI) services like ChatGPT and Google’s Gemini chatbot.
For those who don’t know, AP Style is commonly referred to as the industry “bible” for journalists and marketers alike. The AP Stylebook is a comprehensive guide to AP Style and its many rules, such as the proper (and sometimes controversial) way to use an Oxford Comma.
While AP Style has remained consistent since its beginnings, AI is a different story. Similar to social media networks, it’s a tech landscape that is ever-evolving, especially when it comes to writing.
This poses the question… What does the future look like with a combination of using both AP Style and AI writing? And how do marketers who are using both maintain consistent – and true – messaging for their clients?
Yes, AP Style is still important
AP Style is the gold standard in professional writing, and it was created by the Associated Press to streamline content development. The dependability generates trust with readers with the persistent formatting. Many PR agencies write in AP Style as it is familiar to journalists and reduces the work required to create consistency.
Every other year, the Associated Press releases an updated version of the AP Stylebook to reflect changes in the writing style and new guidelines. For example, the most recent edition added new guidelines on how to refer to AI.
The current state of AI
If it seems like AI is evolving into something new every day, that’s because it is. AI functions by taking new queries and learning from them. It’s a revolving door – intaking content, learning from it, and sending it back out to answer your questions. With platforms such as ChatGPT, which has millions of users every day, there is a constant stream of data for it to learn from.
ChatGPT and other AI platforms have improved significantly since their inception. ChatGPT is no longer a simple chatbot. Now, users can upload files and ask ChatGPT to analyze the data, summarize the information or create charts. It can create images with a simple prompt. The possibilities are (almost) endless.
However, users have to be careful, and businesses need policies for employee use. The data that you enter into any AI app can potentially be used to teach itself to improve AI services and knowledge.
As AI continues to grow and improve, writers across industries have found themselves wondering how they can utilize it—or if they should.
The intersection of AP Style and Artificial Intelligence
You may be asking yourself, what does AI have to do with AP Style? The Associated Press is actually one of the first news organizations to leverage AI. The organization utilizes AI in areas where they can increase their efficiency and effectiveness. However, the organization’s standards strictly state they do not use it to create publishable content.
Every writer knows the struggle of writer’s block. With AI-powered tools that can write and edit for you, it would be easy to fall into the habit of relying on their help. Especially when it comes to factors such as AP Style and all its rules and guidelines.
Yes, AI has its uses in writing, but it is not a foolproof answer to every writing woe. First, it doesn’t (and will never) replace the human element of writing. Writing with emotion can only be done by you or me. While AI can try to recreate human feelings, it often comes out as obviously fake and inauthentic.
Second, AI learns through people inputting information. Nothing guarantees that AI-generated content is factual. ChatGPT acknowledges this itself with a simple statement at the bottom of the chatbot, “ChatGPT can make mistakes. Check important info.” Journalists cannot rely on AI to give accurate information.
Remember, AP Style guidelines are modified and added to on a semiannual basis. Similarly, AI requires maintenance to keep up with current knowledge. It cannot be relied on to know the updated rules presented in the AP Stylebook. The Associated Press itself states that all AP staff must still apply their editorial judgment and sourcing standards when utilizing AI.
What’s next for the future of writing tools?
While undeniably a useful tool, AI is not a foolproof solution. Both AI and AP Style are set to remain constants in the journalism and marketing industries. Obviously, as AI continues to evolve, its ability to adhere to AP Style will improve. A common concern is if or when AI will replace human thought.
The answer is… That it will not. No matter how advanced AI becomes, it can’t replace original, human thought. AI is great for things like brainstorming content ideas, interview questions and generating outlines. Overall, journalists and marketers alike should utilize AI as a tool for support, rather than a replacement.
