South Africa, Nov. 27 -- ChatGPT

We all know what that means, right? Yes, our dear friend ChatGPT was in the building.

To be honest, I didn't set out to write another AI piece. But it felt like the responsible thing to do. Everywhere you look, someone is predicting that AI will save us, replace us, or swallow us whole. And in the communications world, the conversation is even louder. Every second headline promises to automate media relations, "reimagine" brand storytelling, or churn out press releases faster than you can say "draft for review."

But when I sat down to gather my thoughts, something unexpected happened: I started thinking about the good old days. Not out of nostalgia or resistance to change. AI is clever. It's fast, effic...