116 3rd St SE
Cedar Rapids, Iowa 52401
Use AI as your co-pilot, not your clone
AI can be a powerful assistant, but requires a skilled hand and vigilant eye
The Gazette offers audio versions of articles using Instaread. Some words may be mispronounced.
Most of us have used AI for something. I recently used it to help map a family drive to Niagara Falls (double-checking recommendations, of course). Without a doubt, AI tools are rapidly transforming how we research, plan, organize, craft content, analyze data, and engage with our audiences. They promise efficiency, scale, and even personalized experiences.
But understand this: while AI can be a powerful assistant to your work, it shouldn’t run on auto-pilot. This lesson was sharply delivered with the recent publication error involving The Chicago Sun-Times and The Philadelphia Inquirer.
An AI cautionary tale
Last month, these two prominent news publications faced significant public embarrassment. They published a summer book list article from King Features produced by a writer that used an AI tool to generate the list. The list included titles of books that didn’t exist, but were attributed to real authors, as well as quotes from unidentifiable experts, according to The New York Times.
[ https://www.nytimes.com/2025/05/21/business/media/chicago-sun-times-ai-reading-list.html]
The writer has since apologized and admitted the lack of review, but it was a credibility hit that continues to stir public rebuke. For a news organization, accuracy is paramount. Publishing that list of unverified information eroded trust and became a widely discussed example of AI's limitations. The lesson is clear. AI-generated content, especially for public-facing communications, must be rigorously fact-checked.
Put human intervention at the core of AI-powered communication
Despite this incident, AI offers incredible potential for businesses to enhance their communication and marketing. The book-list incident isn’t unusual, though, and is an important reminder why human editing, expertise and oversight should continue to be the most important factors in leveraging AI effectively. AI can assist with:
- Editing — improving blog posts, social media captions, email newsletters, ad copy, and even video scripts.
- Ideation — generating ideas and brainstorming to help to overcome writer's block by assisting in brainstorming, headlines, or campaign angles.
- Personalization — helping to tailor marketing messages to individual customers based on their preferences and behaviors.
- Data analysis — helping to inform strategy by analyzing data for insights.
- SEO strategy — helping to identify keywords, generate meta descriptions, and suggest content structures for better search ranking.
- Customer service — helping to power chatbots for instant responses to common customer questions.
However, it’s important to remember that AI’s output is merely a draft or starting point, never a final product. Your critical eye is the ultimate filter. That said, here are some essentials for fact-checking AI and ensuring human oversight remains front and center:
1. Assume nothing is true. Approach AI output with a healthy dose of skepticism. Treat it as a draft that needs human verification, not a final product.
2. Verify all facts and figures:
- Are people's names, job titles, and company affiliations correct?
- Are all historical dates, event dates, and geographical locations accurate?
- Cross-reference any numbers, percentages, or research claims with original, reputable sources. Don't just trust a reference AI provides, find the source itself to confirm.
- If AI describes your product or service, ensure all features, benefits, and specifications are 100 percent accurate and up-to-date.
3. Harness deep research tools. Some advanced AI platforms and research tools go beyond simple generative AI. They offer sophisticated research capabilities. Look for tools that actively provide source citations, links to original documents, and show their approach to retrieving information. These tools act more like research assistants, presenting you with data and its verifiable origin, rather than just generating text. This streamlines the fact-checking process by providing the breadcrumbs to sources you can validate. Google Gemini Deep Research is one such tool. OpenAI’s Deep Research is another.
4. Check for "hallucinations." AI models are still learning and will sometimes invent information that sounds real but is entirely fake. This is likely what happened with the fictional book titles. Be particularly wary of very specific details that seem too good to be true.
5. Confirm sources. If an AI tool cites sources, always click through and verify them. Is the source legitimate? Does it actually support the claim being made? Often, AI might provide a valid-looking URL but it leads to unrelated content. Prioritize reputable sources over casual internet findings.
6. Review for tone and brand voice. While not a "fact-check," ensure the AI's tone, style, and word choices align with your brand's established voice. Sometimes AI can sound generic or off-brand.
7. Compare AI responses. If a piece of information is critical, you can sometimes cross-reference by asking another AI tool the same question to see if they corroborate. (This would be in addition to, not a replacement for, human verification).
8. Human review is the final gatekeeper. Always have a human expert review and approve any AI-generated content before it goes live. This is your brand's reputation on the line, and your audience’s trust is built on truth. Facts matter.
AI can be an extraordinary assistant, capable of incredible feats. But like any powerful tool, it requires a skilled hand and a vigilant eye. You can use AI to supercharge your communications and marketing efforts, but remember that the ultimate responsibility for accuracy, authenticity, and brand integrity always rests with you.
Brandfully Yours,
Tracy
Tracy Pratt, a Cedar Rapids marketing professional with expertise in communication, consumer behavior and AI, believes in blending data with storytelling to help businesses build stronger relationships. Message her on LinkedIn: linkedin.com/in/1tracypratt.
Daily Newsletters