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Artificial intelligence (AI) is a hot topic right now.

Just about every newsletter I have received this month has discussed the pros and cons of using apps such as ChatGPT.

I have also had several people ask me if AI will affect my job as a copywriter. The truth is, it will. But I am not running scared, just yet. I believe there is a role for both of us.

You can’t halt progress or technology. I have already had to adapt to technology changing the way I work several times in my life. At university, I was still handwriting my essays. When I started working we had DOS computers and telex machines. Film cameras were gradually replaced by digital ones. Printing went digital, then along came email, the internet, and social media!

Adapting to the introduction of AI is the next challenge.

What is ChatGPT?

“ChatGPT is a large language model developed by OpenAI, which is based on the GPT-3.5 architecture. It is a machine learning model designed to understand and generate human-like language.

“The primary application of ChatGPT is natural language processing (NLP). It can be used for a wide range of tasks such as language translation, question answering, text summarization, sentiment analysis, chatbot development, and more. The model is capable of understanding the context of the input text and generating coherent and relevant responses.

“ChatGPT can also be used for creative writing, content generation, and even for generating new ideas in fields such as science, technology, and art. It has the potential to revolutionize the way we interact with machines and can be used to develop advanced conversational interfaces for various applications.”

Source: ChatGPT

In essence, it is software that generates responses to your questions using human-like language.

Many people have started using ChatGPT to write content for them. There have already been stories of students submitting essays that have been written by AI, and several people I have spoken to are amazed at the level of accuracy of the information they have received.

A word of warning

AI is ideal for generating ideas of what to write about, suggesting blog topics, and even writing content for you, but this is regurgitated content. It is based on information that the software already knows about. It is not original thought and it is not written with any personality or brand tone of voice.

If ten people ask it the same question, they are all likely to get the same answer. If all ten post that content straight into their website, it is going to do more harm than good. Why? Because search engines want us to give readers valuable, useful information. When we do, we go higher up the rankings.

“If the Internet becomes flooded with “pretty good” content, higher-quality content will rise to the top. Original and innovative ideas, ones that can’t be assembled by AI from the internet’s consensus and common text warehouse, will have even greater value.

“Tech obviously isn’t becoming less important. But how we use that tech for SEO is more important than it has ever been.

“If SEO marketers try to chase rankings by posting auto-generated content that merely takes up space on the SERPs, they will eventually lose.”

Chris Rodgers, Marketing Profs

By all means, use AI to stop you from staring at a blank screen and to start the creative process but then take the content and make it your own.
Make sure the text is factually correct and that it reads well. Whilst the AI is designed to mimic human language it is fallible. Not everything it produces reads well or is grammatically correct.

Add your brand voice

Your brand voice is how your business comes across in writing. Everything that you create should have a consistent tone of voice. That way, customers become familiar with your brand, and it is through your consistency and authenticity that you build up that all-important know, like, and trust.

If you simply put out what AI has generated for you, you are missing a trick. It will not sound authentic, and it will ultimately detract from your brand. Your credibility is based on the quality of the information you put out, and how you deliver that information.

Search engines such as Google value helpful content. In their latest updates, they stress that they rank content that meets a user’s true search intent, over other factors.

Consider this when you are creating content, and don’t let AI fool you into cutting corners and taking the easy option. Simply cutting and pasting an AI-generated piece of content is not the answer.

If you are exploring what using ChatGPT can do for you, check out my Express Evaluation service, together they will help you create content quickly and make sure it is on brand.

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