May 9, 2023//Generative AI, Insights//Mimi Li

Lower your expectations for generative AI. For now, anyway.

I have to be honest. This blog post changed multiple times over the course of a few days. In earlier versions, I joked about predictions that generative AI could lie to us. That it could destroy our jobs. That it could destroy us.

And then news broke that at least one employer will not be filling 7,800 back-office jobs because it believes generative AI can get enough of the tasks done in a satisfactory way. Ouch.

So maybe generative AI might destroy lives after all? Or maybe it could boost demand for high-level knowledge work. That would be a good way to harness human potential, right?

Grappling with these types of questions will keep researchers, artists, and a good chunk of the 100 million or so users of OpenAI’s products busy. For now, the Leff team has decided to take a deep breath and focus on a much smaller question: How much could generative AI help us do our work—telling good stories in service of (business) goals? (My colleague Scott posted earlier about ChatGPT’s performance as a research tool, as a builder of arguments, and as a songwriter—oy.)

Without putting client information into any generative AI tools, members of the Leff team ran some basic experiments to see what generative AI tools would give us if we asked them to do some of the tasks that we do for work. We found that, for now, generative AI is neither a destroyer of worlds nor rocket fuel for knowledge work. Here’s a decidedly nonexhaustive sampling of our findings, from surprisingly good to mind-bendingly boring.

Transcription: “Spooky but useful”

My colleague Ugnė found that a tool such as Descript will transcribe an audio file with “pretty solid but not 100 percent perfect” punctuation. The tool also flags words that it may have misunderstood, which can be handy. So far so typical for any discussion of generative AI.

The tool raised eyebrows, however, when it allowed Ugnė to edit the audio file by editing the transcription. Delete a sentence from the transcript, delete it from the audio file, as well. The tool can even add words to the audio file using a synthetic Ugnė voice.

UX wireframes: Workable first drafts

As is the case with many generative AI tools, UX tools powered by generative AI are fast. That is, they produce mediocre outputs quickly. The human’s job is to interpret and guide the AI tool to better iterations.

Ugnė was able to use the tool to generate basic layouts, but noted that a human would still need to iterate and adjust many elements of the layout: images, copy, color themes, typography—the elements of visual branding. The AI tool’s outputs are also static. Any buttons or interactive elements on a page would still need to be built by hand.

Voiceovers: Not a drama school grad

I’ll get this out of the way now: Yes, an AI has replicated Ugnė’s voice reading a scene from Mad Men. Yes, “she” sounds uncanny. But so does the stock voice that comes with the tool.

Here’s the problem: Both AI-generated voices sound bored. Vacant. Like if you told an indifferent civilian to audition for drama school on the spot using a script they’ve never seen before. Users can choose from different tones of voice, but so much of expressive speech comes from the infinite variations in cadence and tone that it may be easier—and certainly more natural—to just have a competent actor do a voiceover unless the tool becomes much more intuitive to direct.

Where AI-generated voices can be useful, though, is when recordings of voices contain human- or technology-generated imperfections. Did a speaker use the wrong word? Does the audio cut out briefly because of a faulty file? Patch in what the speaker should have said with an AI clone of their voice—if they consent to cloning their voice. Did a speaker utter a clumsy sentence? That would be pushing the use case, but it could be worth trying.

First drafts: It’s something, but it’s boring

It’s boring—generic, uninspired—to say that AI-generated text is boring. I prompted ChatGPT to write the first paragraph of a blog post about generative AI in the style of Mimi Li from Leff Communications. The output almost made me weep with indignation:

So this is what generative AI thinks of me. This output could’ve been written by a dutiful but indifferent student who nonetheless manages to pull an A–.

***

I should lower my expectations of generative AI. Its whole schtick is that it’s dutiful but indifferent. Maybe that’s why some employers are outsourcing some of their low-level work to it.

When it comes to the work that the Leff team does, generative AI tools democratize the most basic parts of creative tasks. We will continue to investigate generative AI tools’ use cases in our work. In the process, we’ll refine and share our philosophy on the responsible use of generative AI in our work—if it has one at all for the time being. More destabilizing findings await us all.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

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Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

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Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

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Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

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Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.