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FIR Interviews

AI and the Writing Profession with Josh Bernoff

December 10, 2025 by Neville Hobson and Shel Holtz Leave a Comment

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Josh Bernoff has just completed the largest survey yet of writers and AI – nearly 1,500 respondents across journalism, communication, publishing, and fiction.

We interviewed Josh for this podcast in early December 2025. What emerges from both the data and our conversation is not a single, simple story, but a deep divide.

Writers who actively use AI increasingly see it as a powerful productivity tool. They research faster, brainstorm more effectively, build outlines more quickly, and free themselves up to focus on the work only humans can do well – judgement, originality, voice, and storytelling. The most advanced users report not only higher output, but improvements in quality and, in many cases, higher income.

Non-users experience something very different.

For many non-users, AI feels unethical, environmentally harmful, creatively hollow, and a direct threat to their livelihoods. The emotional language used by some respondents in Josh’s survey reflects just how personal and existential these fears have become.

And yet, across both camps, there is striking agreement on key risks. Writers on all sides are concerned about hallucinations and factual errors, copyright and training data, and the growing volume of bland, generic “AI slop” that now floods digital channels.

In our conversation, Josh argues that the real story is not one of wholesale replacement, but of re-sorting. AI is not eliminating writers outright. It is separating those who adapt from those who resist – and in the process reshaping what it now means to be a trusted communicator, editor, and storyteller.

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Filed Under: FIR Interviews, For Immediate Release Tagged With: AI, Josh Bernoff, survey, Writing

EPISODE #68: SHEL HOLTZ – EMBRACING CHATGPT FOR INTERNAL COMMS

January 30, 2023 by Sharon McIntosh and Sharon Phillips Leave a Comment

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Artificial intelligence (AI) is here, and no one is less surprised than Shel Holtz.

So many of us know Shel from his 40-plus years as a consultant, speaker, blogger, author, and co-founder of the FIR Podcast Network, but it is his fascination with emerging technologies that make him the ideal person to discuss AI models like ChatGPT.

“Mark my words,” Shel wrote in 2016, “Bots are coming to the workplace, to media relations, to public relations. They are coming just as surely as the web was going to completely disrupt the way communications was done a quarter century ago.”

Now, with his prediction a reality, Shel joins our podcast to urge communicators to embrace AI tools, rather than fear being replaced by them. To Shel, learning how to properly – and ethically – use AI is becoming an essential skill and can help us generate ideas, overcome writers block, teach writing, and save time.
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Filed Under: EE Voice Tagged With: AI, chatbots, ChatGPT, Content Writing, productivity tools, shel holtz, Writing

album art: Inside PR

Inside PR 437: Twitter at Ten; Error-Free Writing; Ghomeshi Aftermath

March 28, 2016 by Joe Thornley, Gini Dietrich and Martin Waxman Leave a Comment

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http://traffic.libsyn.com/prworks/IPR437.mp3Podcast: Play in new window | Download (Duration: 24:49 — 20.1MB) | EmbedSubscribe: Email | RSS | Subscription OptionsTwitter turns ten. Four tips for good writing. And a legal decision that brings nothing good to anyone. This week, on Inside PR 437, Gini Dietrich and Joseph Thornley fly without Martin Waxman. But we’ll all be back again next week. So,… Continue Reading →

Filed Under: Inside PR Tagged With: Jian Ghomeshi, Twitter, Writing

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