Technology's influence on journalism has been a significant if not always comfortable one. From the typewriter to the printing press, the internet and social media, reporters have always relied on tech innovation to create and share their stories, but the rising prominence of artificial intelligence (AI) has left many questions about how it will impact the profession.

AI has been working away in the background of journalism (and public relations) for some time. A spellcheck in Word? An audio transcription service? Using Grammarly or Hemingway Editor? They're all powered by AI and have been useful tools for journalists; however, large language models (LLMs) that support generative AI like ChatGPT and Gemini are different. They can create content and copy from scratch, quickly and at scale, and naturally they're being met with skepticism by editorial teams whose expertise lies in the written word.