Blank Canvas or New Masterpiece? OpenAI's Models in the Frame

Oct 10 / Catherine Arrow
The AI landscape is constantly shifting thanks to the steady stream of updates carving new pathways through terrain we've barely begun to map. OpenAI’s latest developments and enhancements to ChatGPT-4 — including Canvas, GPT-4o and the o1 series—are the latest tools cast into these choppy waters, with Canvas bubbling into general consciousness just last week.

For public relations and communication professionals, AI continues to reshape our working world so I’ve gone in at the deep end to surface the ways we can make them work for us.

The multi-talented siblings that make up ChatGPT-4

We start with ChatGPT-4 and the best way I can describe this is instead of one model, it's more like a home filled with multi-talented siblings all of whom have different strengths and abilities. The enhanced iteration of GPT-4 has optimisations for efficiency and cost and is informally referred to on occasion as GPT-4 Turbo. Think of it as a library at your fingertips but one that goes through the books for you, ready to digest and analyse complex information on your behalf — all in the blink of an eye. Its expanded context window can handle the equivalent of 300 pages of text so we can get to the heart of an issue without losing the thread. This means we can develop a narrative that addresses the situation that's presented, anticipates follow-up questions, explores the implications and suggests the next steps—all in one response.

Brainstorming Partner GPT4o

Last week's release, GPT4o with Canvas, is your brainstorming partner.  This sibling never gets tired or bored with your questions and ideas. You can use it as a space to sketch out your ideas, rework them and bring them to life in collaboration with AI. Using it as a digital whiteboard where you and your new AI best friend can scribble, erase and refine until you’ve found a strategy or solution that works is very satisfying and very productive too. It is an interactive environment that suits many different approaches and genuinely does help your creative process, helping you to transform abstract concepts into targeted, hyper-personalised programmes. 

GPT-4o wouldn't be out of place at the UN, passing as a seasoned interpreter of all forms of communication. Strengths include linguistic versatility, with quick, accurate translations that help bridge cultural gaps and connect with global communities. Today, when we connect instantly across continents, the ability to communicate across languages is a necessity. GPT-4o helps to ensure the nuances of your thoughts aren’t lost in translation, making it an invaluable tool for anyone looking to engage with a diverse audience.

New style detective

The OpenAI o1 series takes things a step further, acting like a detective, piecing together clues and insights to solve complex problems. New advanced reasoning capabilities allow it to 'think' through scenarios and anticipate challenges before they fully emerge. For public relations strategists, this is your crystal ball. One that looks at possible futures then helps you shape them. Whether you are preparing for a potential crisis or planning a multi-layered campaign, the o1 series supports a powerful level of strategic foresight.

Quirks and mishaps

Of course, no tool is without its quirks and these models are no exception. They often falter, producing responses that are inaccurate or they struggle with simple tasks. But the key is adaptability and remembering we still need humans in the loop, that the technology is still developing and it continues to 'learn from our mistakes' through the training data that's used. We have a duty of care to keep up with these developments, refine our prompts and stay agile. Artificial intelligence, like our profession, is constantly evolving and those who stay ahead of the curve will be the ones shaping the future of practice.


And speaking of staying ahead - a shameless plug - our AI Essentials: Understanding AI in PR session is now on demand and precisely designed to help you stay ahead. It equips you with the knowledge you need to master and integrate AI into your daily workload in a way that’s both practical and strategic.

The session breaks down the complexities of AI into digestible insights, guiding you through its applications in public relations without the technical jargon that so often clouds the conversation - and it will be regularly updated as new models and tools emerge.

In the end, the power of these AI advancements isn’t just in their ability to process data or generate content—it’s in how they help us to build our relationships, sharpen our strategies and deepen our connections with the people we serve.
This is where the future of public relations lies - blending the art of human connection with the science of AI. It is imperative we keep pace with these changes, lead them and help to shape a future where our communication is visionary, proactive  and supports the relationships we need to maintain our licence to operate.

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