AI as an ‘empathy assistant’ for inclusive language

By Justin Joffe, editor-in-chief, Ragan Communications

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Among the myriad ways that generative AI can help streamline communications workflows, programs like ChatGPT and Bing can be used to make sure your messaging and language is inclusive. Because these chatbots are built using large language models that are designed to provide human-like responses to user input, you can prompt them to write messages for diverse groups that reflect each audience’s distinct word choices, worldviews, internal makeup and other factors to better resonate with each group’s identity and how they communicate.

“Artificial intelligence tools such as OpenAI’s ChatGPT can be a very effective empathy assistant,” writes Christopher Graves in HBR. “In my experiments, I found that ChatGPT can create audience-tailored versions of communications that may resonate more and clash less with each group. Particularly eyebrow-raising is its ability to do so responding to prompts with behavioral science cues — crafting surprisingly appropriate messages for particular personality traits, worldviews, and so on.”

Testing copy for diverse audiences

There are many prompts you can use to test your messaging and ensure it is inclusive of your target audience. A few examples include:

• Write a post that showcases [number] reasons why [target audience] should check out [content piece]
• Create a message that highlights the unique features of [content piece] and its benefits for [target audience]
• Draft a story that explains how [content piece] can help [target audience] achieve [goal]
• Create a post that shares the story of how [content piece] helped [previous customer] achieve [goal]

Providing the context in your prompt

Of course, these prompts can and should be customized to the needs of your intended audience—and will need significant inputs to generate effective results.

Let’s say you’re a communicator at a hospital working on a campaign about immunizations for elderly Latino patients. Using AI chat to test the wording, look and feel of your campaign messaging will only be as effective as the context you provide it.  Remember that these tools aren’t trained to understand your brand voice, your audience or your market without the information you feed them. And don’t feed the chat any specific customer names, numbers or proprietary details.

We asked ChatGPT: “Craft a Facebook message for my hospital's social campaign urging an audience of elderly Latino Denver residents to stay up-to-date on their immunizations. The audience is 80% Latino 1st-generation immigrants and on Medicaid.”

Its response was initially in Spanish, accounting for the fact that most of this audience is first-generation and assuming that Spanish is their primary language. Translated for purposes of this piece, its copy reads:

Subject: Stay Up-to-Date on Your Vaccinations! Take Care of Yourself and Your Loved Ones

Hello, dear residents of Denver!

At [Hospital Name], we understand the importance of staying healthy and protected, especially during these challenging times. That's why we want to remind you about the significance of keeping up-to-date with your vaccinations. As part of our social campaign, we are reaching out to our beloved first-generation Latino residents because we know that your well-being is our priority.

We understand that life can be busy and that you have many responsibilities on your shoulders, but investing time in taking care of your health and the health of your family is essential. Vaccines are a powerful tool for preventing diseases and protecting the ones we love. Through vaccinations, we can ensure that our community stays strong and healthy.

As Medicaid beneficiaries, you have access to quality healthcare services, including free or low-cost vaccines. We want to make sure that you are informed and take advantage of these opportunities. You can consult with your primary care physician or visit [Hospital Name] for more information about the vaccines recommended for you and your loved ones.

We deeply care about your well-being, and that's why we want to share some important facts with you:

Vaccines protect against dangerous diseases: Vaccines help prevent illnesses such as influenza, pneumonia, tetanus, and many others. By protecting yourselves, you also protect your loved ones and the community at large.

Vaccines are safe and effective: Vaccines have undergone rigorous scientific studies and are supported by health experts. They are safe and effective in preventing diseases, even in older adults.

Vaccines are free or low-cost: As Medicaid beneficiaries, you have access to free or very low-cost vaccines. Take advantage of this benefit and visit your healthcare provider or [Hospital Name] to receive the recommended vaccines.

Remember, we are here to support you and help you stay up-to-date with your vaccinations. Taking care of your health is a valuable way to show love and protection to your loved ones. Together, we can keep our community strong and healthy!

If you have any questions or need further information, please don't hesitate to contact us. We are here to assist you every step of the way.

With warmth,

[Your Name]

[Hospital Name]

We then asked ChatGPT to shorten the message for a WhatsApp post and focus on dispelling common myths and misconceptions about vaccines:

Hello, WhatsApp community!

At [Hospital Name], we believe in the power of preventive care to keep you and your loved ones healthy. That's why we want to emphasize the importance of staying up-to-date on your vaccinations. As part of our commitment to the well-being of the Latino community, we'd like to address some common myths surrounding vaccinations.

Myth #1: Vaccines are not safe.

Fact: Vaccines undergo rigorous testing to ensure their safety and effectiveness. They are a crucial tool in preventing dangerous diseases and have been proven to save lives.

Myth #2: Vaccines are only for children.

Fact: Vaccines are important for people of all ages, including adults. They protect against illnesses such as influenza, pneumonia, and more. By getting vaccinated, you not only safeguard your own health but also contribute to the well-being of the entire community.

Myth #3: Vaccines are expensive.

Fact: As a Medicaid beneficiary, you have access to free or low-cost vaccines. Take advantage of this benefit by consulting your healthcare provider or visiting [Hospital Name] for more information on recommended vaccinations.

We care deeply about your health, and we want to ensure that you have the correct information to make informed decisions. By staying up-to-date on vaccinations, you can protect yourself and your loved ones from preventable diseases.

Join us in promoting a healthy and resilient Latino community. If you have any questions or need further information, feel free to reach out. Together, let's prioritize our well-being and build a healthier future.

Best regards,

[Your Name]

[Hospital Name]

We then moved to Bing AI, which culls from more recent language models, and asked it to use the modern language of Gen Z to reframe the above post for a younger audience. Note that this was set on “Creative” mode:

“Hey, Whatsapp fam! At [Hospital Name], we’re all about keeping you and your squad healthy. That’s why we want to remind you to get your shots on time. As part of our mission to support the Latino community, we’re here to bust some common myths about vaccinations.

Myth #1: Vaccines are sketchy. Fact: Vaccines are legit and safe. They go through a lot of testing to make sure they work and don’t harm you. They’re a key way to prevent nasty diseases and save lives.

Myth #2: Vaccines are just for kids. Fact: Vaccines are for everyone, no matter how old you are. They protect you from stuff like the flu, pneumonia, and more. By getting vaccinated, you’re not only looking out for yourself but also helping the whole community stay healthy.

Myth #3: Vaccines are pricey. Fact: If you have Medicaid, you can get free or cheap vaccines. Don’t miss out on this perk by talking to your doctor or visiting [Hospital Name] for more info on what shots you need. We care about your health, and we want you to have the facts to make smart choices. By getting your shots on time, you can keep yourself and your loved ones safe from diseases that can be avoided. Join us in making the Latino community strong and healthy.

If you have any questions or need more info, hit us up. Let’s put our health first and create a better future. Peace out, [Your Name] [Hospital Name]”

While opening this message by describing your audience as “fam” and closing it with “peace out” are likely not appropriate for hospital comms, Bing’s infusing of Gen Z language elsewhere does give the message a bit more of a casual tone.

It’s also a reminder that you know your brand voice better than AI does. And because know what tone and language makes sense for each audience, these tools are only as powerful as the prompts you feed it and the training you provide it with.