Applied AI | Barcelos Communication

AI IN PRACTICE

AI is not something I use to replace thinking. It's something that I use to sharpen it.

AI has become part of modern marketing and public relations, but how it’s used matters. I use AI intentionally to support thinking, evaluation, and clarity, while maintaining human authorship, strategy, and accountability. This page outlines where AI fits into my work and where it does not.

STRATEGY

I use AI to pressure-test ideas, explore alternate framing, and surface gaps in clarity or logic.

RESEARCH

AI helps summarize information, identify patterns, and clarify complex material before insights are applied.

REFINEMENT

I use AI to improve structure, coherence, and usability across work, helping reduce friction and strengthen clarity beyond just language.

CREATIVE

AI supports ideation and concept exploration without locking into decisions too early.

ACCESSIBILITY

I use AI to support digital accessibility for disabled people, including clarity of structure, readable language, and improved navigation experiences.

How I Use AI

A practical look at where AI fits into my process.

EXPLORATION

I use AI at the earliest stages of work to explore ideas and understand complexity.

This includes:

Exploring different ways to frame a challenge
Testing early assumptions and hypotheses
Surfacing patterns across unfamiliar information
Revealing alternative perspectives before direction is set

ORGANIZATION

I use AI to organize inputs and strengthen structure across work.

This includes:

Synthesizing research and notes into clear frameworks
Improving hierarchy, flow, and usability
Identifying redundancy or friction
Supporting clearer structure across strategy and digital experiences

DIRECTION

I use AI to evaluate options and support informed decision-making.

This includes:

Comparing multiple approaches or scenarios
Stress-testing ideas before committing resources
Identifying trade-offs and implications
Clarifying priorities and next steps

What Stays Human

I DO NOT USE AI TO:

Write final content, copy, or narratives
Shape brand voice or define tone on behalf of an organization
Build messaging rooted in human emotion, trust, or credibility
Develop public relations strategies or media approaches
Interpret cultural moments, social context, or public sentiment
Manage reputation, crisis communication, or sensitive issues
Make strategic decisions that affect people, communities, or brands
Represent lived experiences or speak for others
Replace relationship-building with media, partners, or audiences
Remove accountability from my work

AI is a tool, not an authority. Human judgment, care, and responsibility remain central at every stage of the work.

Ethics, Bias, & Responsibility

AI systems reflect the data they are trained on. That includes gaps, assumptions, and bias. Because of this, I use AI with clear boundaries and accountability. AI supports thinking and exploration, but it does not replace human judgment, authorship, or responsibility.

When AI is used, it functions as a support tool for exploration, organization, or clarity early in the process. It is never the author.

All final work is shaped, written, and owned by me.

Accountability does not shift because a tool is involved. The responsibility for the work always remains human.