For public relations practitioner Felicia Coco, the emergence of generative artificial intelligence such as Microsoft-backed ChatGPT has not led to an existential dread about the future of her career. Rather, it has inspired her to start a whole new company.

Ms Coco is the co-founder of LaunchLink Communications, a PR firm specialising in tech start-ups, and she has taken the lead of her entrepreneurial clients to turn the ways that AI can replicate some work normally done by herself and her colleagues into a new PR software platform called Yaarn.ai.