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Should We All Be Worried About AI?

A graphic saying let's talk about AI.

By now, you’ve heard a lot about ChatGPT—the free AI writing tool that can churn out everything from social media captions to TV scripts to longform articles. (This blog, by the way, was written by a human.) It’s impressively coherent…and can fill a page much faster than a copywriter. There’s real perks to that for efficiency, productivity, and even creativity. But is there a shadow side?

Already, some companies are replacing creative roles with ChatGPT, using it as a cheaper alternative to keeping an editor or copywriter on staff. The immediate benefit is obvious: dollars = saved.

The less obvious downside: quality = questionable.

Here’s some other things to consider with AI tools like ChatGPT.

It’s not fact checked.

ChatGPT is essentially a very smart predictive chatbot. So, while it is pulling data from its programming and the open internet to inform its responses, it’s not actually copy/pasting facts. It’s just (intelligently!) guessing what string of words should follow a prompt or question. This means it may produce inaccurate information.

What’s more, it can produce inaccuracies that seem correct, and if you don’t know any better, can lead to sharing critical misinformation (never a good look for your reputation).

You still have to generate the ideas.

ChatGPT can only work with the information it’s given. For any writer—or any other type of content creator—coming up with ideas and creative direction is a big part of the day-to-day. Sure, ChatGPT can provide an outline or framework, but it’s up to someone with expertise to brainstorm the prompt…and know a good idea from a “meh” one.

It’s not able to match tone or style.

ChatGPT lacks the expressiveness and flavor that a human can bring to the page.

Here’s two examples. Which do you think was written by a person?

Relying solely on AI can bite you in the butt.
If you rely solely on AI, the repercussions will catch up with you.

It might seem frivolous, but having a distinct and consistent tone and style is a key part of differentiating your brand or business. When you can incorporate that across your marketing, you’ll have a much easier time establishing your brand and connecting with your desired audience.

So, is the answer to avoid ChatGPT (or other AI tools)?

Nope! Ask any writer, designer, or photographer and they’ll tell you AI programs have long been a part of their toolbox. Apps like Grammarly make suggestions to improve grammar and punctuation. Adobe Creative Suite offers a multitude of photo and graphic editing shortcuts. And the list goes on.

Using these tools can streamline the timeframe from pitch to deliverable, like, for example, ChatGPT providing a jumping-off point to help a copywriter overcome writer’s block.

Rather than see ChatGPT as an all-or-nothing, we suggest a “co-botting” approach—putting it in the hands of experienced pros who can use it to improve their workflow without sacrificing accuracy, substance, or style.

Just like the many other AI tools content creators use on a daily basis, knowing how to leverage them is where you really get the most bang for your buck. In a future blog post, we’ll discuss how we determine whether an AI tool is going to complement and improve our workflow—or just end up a fun party trick.

Looking for knowledgeable experts to help with your creative and marketing collateral? Reach out to our team at St. Gregory today.