The place for AI in B2B communications

Written by

Chris Jenkins, Communications and Content Director

How can professional communicators use artificial intelligence to tell stories that stand out, and do so safely and ethically? These tried-and-tested AI approaches will help.

We’ve all been using AI for years, often without realising it. Whether it’s predictive text, weather forecasts, or even song suggestions from Spotify, AI has quietly integrated into our personal lives. But now, it’s reshaping the way we work, too.

What’s changed? AI no longer requires complex programming knowledge—today, we can talk to computers in our own language. Even those of us who aren’t technically inclined can bring AI into our professional toolkits—a practice we’ve been honing at Mahlab for a few years now.

In the past year alone, over 4,000 generative AI tools have emerged. But with this abundance comes a challenge: how do you determine which tools will genuinely help your communications efforts and which will add more noise, or even risk, to your organisation?

At a recent IABC Lunch and Learn, we shared insights with some of Asia’s leading communicators on how to harness AI’s potential for local storytelling. Below, we’ll explore the practical tips we discussed and introduce Mahlab’s frameworks for AI governance and implementation, to help guide your own AI experimentation safely and effectively.

What generative AI is good at (now)

From AI voiceovers to creating slide decks, there are now endless ways AI can be used by communications professionals—but some applications stand out more than others. While AI’s capabilities are evolving rapidly, here are the areas we trust AI to help the most (for now):

1. Automating routine tasks

AI can handle the tasks that often slow us down—whether it’s summarising long documents, managing data, or handling repetitive processes. Think of AI as your personal assistant, ready to take on time-consuming tasks so you can focus on more strategic work. Tools like ChatGPT or Writer.ai can summarise reports, comb through transcripts, or even edit and translate text remarkably well.

2. Acting as your research assistant

AI can quickly gather sourced insights and summarise vast amounts of data, providing you with the context and background information you need. Platforms like Perplexity and Gemini help communicators dive deep into topics, quickly surfacing relevant information and references while cutting down hours of manual research.

3. Rapid creative brainstorming and iteration

When it comes to sparking ideas, AI can be an invaluable partner. For instance, when we worked on an AI-themed issue for Engineers Australia’s magazine, we used AI to generate and iterate on hundreds of images in record time. This process helped us refine our vision and land on a striking depiction of a future city designed with AI. While AI may not match the creativity of a human brainstorm, it’s a fast and economical way to explore creative directions and clarify your vision, especially when trying to get off the blank page in the early stages of ideation.

Proceeding with caution

AI holds immense potential, but it’s essential to approach its use with care. At Mahlab, we recognise the risks—ranging from biases to security concerns—but we believe these can be managed with the right strategies.

First, understand the data your AI tools are using. Many AI models rely on vast, publicly available datasets, which can introduce biases. To mitigate this, opt for tools trained on high-quality, vetted data, or consider using your own proprietary content to train AI—so long as it’s not at risk of being leaked publicly.

That brings us to data security. Incidents like Samsung’s engineers inadvertently sharing confidential code with ChatGPT highlight the importance of securing your information. We advise using enterprise-level AI tools that offer robust data controls and implementing strict internal policies to safeguard sensitive information.

Finally, ethics and transparency are at the core of how we use AI at Mahlab. We’re upfront with our stakeholders about AI’s role in our work, which builds trust and sets clear boundaries. Regularly reviewing and updating your AI guidelines to align with your company’s values and the changing nature of the tools is key to responsible AI use.

Building a case for AI in your business

At Mahlab, we see AI as a tool for enhancing the creativity and efficiency of our people, not a tool for creativity itself. People remain essential to AI’s success—they’re the ones who recognise what excellence looks like and know the questions to ask to achieve it with AI. To make AI work for your organisation, you need a strategic approach.

Here’s how to get started:

Step 1: Think about what you want AI to do

Step 2: Examine how your chosen tools handle data

Not all AI tools are created equal. Scrutinise how they manage data—do they meet industry standards? Assess your risk tolerance and decide what level of data security is necessary, especially for high-stakes applications.

Step 3: Set ground rules and educate your team

Good culture and clear guidelines are essential. As with cybersecurity, people can be your greatest asset or your biggest risk. Use platforms like Copyleaks to apply AI data security policies, control access, and monitor usage. Make sure everyone knows the rules and understands the importance of ethical AI use.

Step 4: Start experimenting

Controlled trials will reveal where AI adds value. Test different tools, keep your business outcomes in mind, and document what you learn. This systematic approach will help you refine your AI strategy over time. As new tools emerge, continue to evaluate and adapt, ensuring AI remains a valuable asset in your business.

And as you implement AI, don’t forget to be transparent.

Getting the best from AI

When you’re ready to dive into your AI trial—with governance and guidelines firmly in place—remember this: the quality of what you get out of AI is directly tied to what you put in. We’ll leave you with the six golden rules we live by at Mahlab to make AI work like a pro:

Get specific. Be crystal clear about what you want.
Roleplay—give AI a role and context, and don’t be shy about who you are.
Encourage AI to ask questions to sharpen your input and context.
Know how you want it to answer. Specify the format, style, and voice you’re after.
Show it examples of what good looks like.
Don’t settle—correct AI when it misses the mark and explain what you want it to change to steer it where you need it to go.