Artificial intelligence is a marvel of computer engineering. But earlier this year, when Rochelle Grayson helped launched Circles of AI—an online initiative that invites business leaders to learn about AI and to share insights and best practices—she opted to focus not on the technology, but on workflows and organizations.
“My cofounder James Rowe and I were part of other AI groups, and we found that they were highly technical. We realized that a lot of people who were interested in artificial intelligence really weren’t technical and didn’t understand this jargon. But more importantly, they wanted to see the applications of AI and how they could use it in their workflows, in their businesses, in their organizations, in their daily lives,” Grayson says. “We decided to launch Circles of AI to allow a variety of people to come together and talk about AI, often with perhaps different lenses.”
To launch Circles of AI, Grayson built on her experience as a digital strategist and in teaching AI ethics at the University of British Columbia. And while she is bullish on the unprecedented ability of AI to accelerate business growth and generate new ideas, she also understands the enormous changes and challenges the technology represents, and how approaching AI with purpose can make all the difference.
Grayson urges those working in publishing and media to hold “transparent conversations” around how they are using AI in their organizations, “both internally and externally.” In addition to considering the opportunities AI represents, organizations should confront the potential risks, she stresses. “Let your customers know where you are using AI and be transparent about that—‘Here’s what we’re doing. Here are our policies.’ I think it is critical that we not be afraid of saying how we’re using AI.”
And within organizations, implementing AI tools into workflows should be treated as “a change management” initiative, Grayson adds, stressing the importance of robust staff support. “You must provide the right resources and encourage people to experiment,” she says. “You also must address concerns around people’s jobs and their tasks, and together co-create what their new job descriptions will look like so that they’re more comfortable.”
While AI technology is advancing at a rapid pace, Grayson says that publishers can and should move thoughtfully when beginning to integrate AI into their business processes. “Don’t try to do everything all at once,” she cautions. “Start with specific areas where you think AI can really help your workflows.”
Content review, for example, will see a particular emphasis in the AI era, she says. “If AI is part of your process, you want to make sure that you have a robust quality assurance content review process so that you can see what’s going on,” she advises. “I think it’s also important to have a crisis management plan. When things go wrong, who’s responsible? Who’s accountable? Who responds? How do we respond?”
A founder of Mosaic Accelerator, a technology incubator for LGBTQ and BIPOC women, Grayson also cautions that special attention should be paid to protecting against structural bias latent in LLMs. “New models and new data are being used, and I think that that’s an exciting space,” she explains. “As a woman of color, I want to make sure that the models are appropriate.”
But despite the questions and concerns surrounding the impact of AI, Grayson believes the technology is a positive force—if approached with clarity, thoughtfulness, and a plan. “I really think AI is going to be a catalyst that will allow people to come up with new business models and new ideas,” she says. “We haven’t heard enough about what’s possible with AI if we shift our mindset. It means we’re going to have to think differently, and that’s hard. We’re seeing that attitude shift start to happen, but it’s going to take time, and a lot of education.”
Christopher Kenneally is a publishing industry analyst and digital media marketing consultant. A version of this story previously ran in the 2024 PW Frankfurt Digital Supplement.
