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Shoppers and communicators alike are watching as Hyundai Card experiments with generative AI in PR , a blind test in Seoul showed AI can mimic human draft styles, nudging the company to expand hands-on LLM training for leaders and staff and rethink how PR teams use AI tools.<\/strong><\/p>\n Essential Takeaways<\/p>\n Hyundai Card\u2019s little experiment felt refreshingly human: colleagues read two drafts, one from a PR pro and one from an LLM, and judged structure and logic rather than just prose. That makes the result more interesting than a headline about AI \u201cbeating\u201d people , it\u2019s about where AI is helping and where it still feels off, like a pitch that\u2019s technically neat but emotionally flat. For communications teams, that\u2019s the real takeaway: AI can draft fast, but you still need human judgement to add nuance and context.<\/p>\n Reviewers flagged that the human draft did slightly better in the first round, but not by a landslide. Some praised the AI version for its tidy, structured list of benefits; others said that exact clarity made it feel machine-made. That split reaction shows the danger and the opportunity , AI can standardise messaging and speed up first drafts, yet it risks stripping personality. PR leads should treat AI as a drafting partner, not a drop-in replacement, and set review steps that focus on tone and audience fit.<\/p>\n Rather than a top-down edict, Hyundai Card built practical LLM training for team leaders and volunteers. Around 260 managers and 300 interested staff worked through use cases like keyword-led news curation, long-document summarisation, mind\u2011map prep and even simple \u201cvibe coding\u201d for web pages. That\u2019s a smart model: teaching people to use tools in their actual workflows (Excel automation, briefing decks) avoids the \u201ctoy\u201d problem where staff learn tech but don\u2019t apply it.<\/p>\n Hyundai Card deliberately used dummy data for exercises that modelled internal systems, which is a sensible precaution as firms explore LLMs. If you\u2019re experimenting with AI in communications or HR, mirror that approach: anonymise data, restrict access, and document prompt and editing workflows. This reduces risk and helps teams build repeatable, auditable processes that compliance and legal teams can sign off on.<\/p>\n Start with small, measurable tasks: generate first-draft outlines, create bullet-point benefit lists, or turn interview notes into a press-release skeleton. Test via blind comparisons like Hyundai Card did to spot where AI\u2019s structure helps and where it flattens nuance. Build prompt libraries and clear edit passes , for example, \u201cAdd a human quote with a specific anecdote\u201d or \u201cSoften the tone for consumer audiences.\u201d Finally, train senior staff so they can judge outputs strategically, not just technically.<\/p>\n Hyundai Card\u2019s program illustrates a pragmatic path: combine AI where it speeds routine work, expand practical training, and keep people in the loop for judgement calls. Expect more teams to run similar A\/B style tests and to push AI into non-data areas like PR and creative scripting , but the human touch will remain the differentiator. As tools improve, the best communicators will be those who orchestrate humans and LLMs rather than handing the mic to one or the other.<\/p>\n It’s a small change in process that can make every release clearer, faster and still recognisably human.<\/p>\n\n
Why Hyundai Card\u2019s blind PR test matters for communicators<\/h2>\n
What the test revealed about AI\u2019s strengths and weaknesses<\/h2>\n
Hands-on LLM training: how Hyundai Card upskilled people<\/h2>\n
Security and governance: dummy data and limits matter<\/h2>\n
How to adopt AI in PR without losing your voice<\/h2>\n
What this means for the future of corporate communications<\/h2>\n
Source Reference Map<\/h3>\n