I recently had a (few) “enlightening” conversations…about A.I. (and, more specifically, ChatGPT).
I mean…you knew this was coming, right?
As someone who (supposedly) will be “directly” impacted by this “wunder-bot” that can write copy that is 70% accurate…
Since when did a C- become acceptable for the work product you use in your business?
Last time I checked…that was not a “reach” goal of anyone.
If my kid brings home a C, video game privileges go poof, and his social life becomes nonexistent until those grades come back up.
…so there’s that…and then there’s this:
Done-For-You content systems aren’t anything new.
In fact, they’ve been a frustration for a lot of business owners (including yours truly). And since they’re not going away – why not see if we can figure out how to incorporate A.I. large language models to see if they can make your job a bit more fun?
Hear me out – we all have tasks in our business that we loathe or are “time-sucks.” Things like customer service templates (ya know, for those questions, you get over and over and over) or product descriptions for your Etsy or Amazon store.
And yes, ChatGPT can totally create a starting point for a well-written email, blog post, or even a marketing campaign if you’re feeling a bit “stuck” (but to make them truly shine, you’ll definitely want to plan to edit them before publication).
But should copywriters & content creators be trembling in our collective boots, worried that we’re going to “be replaced” by artificial intelligence?
Here’s the thing – A.I. will never replace this: real, genuine human creativity, strategy, or decision-making (or relationship-building).
After playing around with ChatGPT, it’s become glaringly obvious that the A.I. model’s output is only as good as the data it is trained on (and it also reflects the biases present on the internet…which can be good or bad).
Basically, it’s best to rely on human expertise for content that requires creative thinking or is intended to make you stand out.
Honestly, the best way to stay relevant as new tools and tech rollout is to stay curious and embrace change.
Before you roll your eyes, remember how I mentioned those “time sucks” earlier? You could use A.I. tools to speed those tasks up or give you a “starting point.
So why is ChatGPT getting so much attention?
Well, previous A.I. copywriting tools used rule-based systems (think pre-programmed scripts and templates) – whereas ChatGPT actually uses deep-learning techniques to generate conversational, human-mimicking responses to your queries.
Essentially, when you ask ChatGPT a question, it searches its existing knowledge to produce a unique answer.
But…ChatGPT has some pretty major limitations.
ChatGPT will never be truly funny.
Language (especially humor) is something that artificial intelligence has yet to master – there is a constant stream of new phrases, new slang, and new trends – which makes it difficult for A.I. programs to keep up, and that’s before you add In layers of nuance like common (every day) expressions or metaphors.
ChatGPT can’t replicate human empathy.
Yes, you can ask A.I. to make a list of pain points, frustrations, or even “things to do instead of writing this email,” an actual query that I posed to ChatGPT, which returned suggestions like recording a video, hosting a webinar, creating a podcast, etc.
That was NOT what I was looking for (I was thinking more along the lines of “watch an episode of Yellowstone” or “take a walk outside”).
Empathy is one of those things that technology cannot learn – it has to be experienced.
ChatGPT can’t feel.
Yes, it can write a “compelling” story, if that’s the prompt you give it – but the story likely won’t be terribly original or creative and will likely be completely missing emotional queues that make your reader feel like you “get them” on a soul level.
This also means that you won’t receive responses or answers from the A.I. that are infused with your tone and personality – truly effective copywriters can do this, and it’s called “ghostwriting.” A.I. doesn’t have the ability to do this – but you and I, we can.
Essentially, ChatGPT will never be HUMAN.
But YOU are.
Your audience is.
Your community is.
Your future clients are.
Humans want to relate to other humans through empathy and shared experiences, which A.I. models aren’t capable of. And that’s a good thing.
So what can ChatGPT do?
Well, it can create a TON of content quickly – and that content can emulate a brand’s tone and style, but remember, the output is only as good as the given parameters and prompts.
ChatGPT can also automate tasks – but it will not produce creative content nor provide an actual strategy for getting the content it creates in front of your audience.
If you use A.I. to augment your business, I think it’s best used to enhance your copy, not create it. Remember, the best way to stand out in today’s crowded market is to leverage your own creativity, strategy, and decision-making abilities.
And, because I can’t not get a second opinion on this, I went ahead and asked ChatGPT, “will ChatGPT replace human copywriters?”
Here’s what it had to say:
“As an AI language model, I can create text and generate content that can mimic human writing, but I cannot fully replace human copywriters. While I can produce text that is grammatically correct, coherent, and well-structured, there are still certain aspects of writing that require a human touch, such as creative thinking, emotional intelligence, and the ability to craft content that connects with the audience on a deeper level.
That being said, AI language models like me can be a useful tool for copywriters, as we can assist with tasks like generating ideas, researching topics, and even drafting content that can be edited and refined by human writers. By using AI as a tool, copywriters can focus on the more creative and strategic aspects of their work, while leaving more mundane tasks to the AI.
In summary, while AI language models like me can provide assistance to human copywriters, I do not believe that I will replace human copywriters entirely, as there are certain skills and nuances that only humans can provide in writing.”
So yeah, ChatGPT (and other A.I. models) can totally create accurate and well-written content – but they can’t be YOU (or me).
So…if you want factually correct content, it’s a great tool…but if you want to grow your audience and make a real connection, ChatGPT is not going to get you very far. Yes, the content produced by ChatGPT will be accurate…it likely will not include the personal touch that a well-positioned pun, GIF, or cultural reference that helps keep your reader engaged, entertained, and wanting to hang out with (and work with) you.
So please, for the actual love, use the tools you want to use, but be mindful of their limitations (unless you’re marketing to robots…in which case, GO YOU!) and the very real effect that those limitations can have on your audience.