Ok, so I’m guessing you’ve heard of ChatGPT?
Launched in November by OpenAI, ChatGPT is the viral chatbot that everyone is talking about. But is it a marketer’s best friend or its worst enemy?
Well, I have to admit, I was sceptical at first. I never follow viral crazes, but because everyone keeps asking me for my opinion, I thought I better check it out!
ChatGPT is an AI language model that can help writers with various tasks, from answering research questions to assisting with ad words and creating content. You can ask it to create ads, taglines, blogs, and short and long-form content. What’s more, it can do all this in a couple of minutes.
Neil Patel Digital reckons 98% of companies will invest in AI tools to create content in 2023. Why? To save money, save time and reduce staffing costs.
EEK!! As a copywriter, does that mean it’s my worst enemy?
Well, other professions have had tools for years. I mean, let’s take graphic designers, for example. Are their businesses crumbling because of Canva? Has Photoshop ruined photographers? And have we stopped using accountants because of Xero? No, of course not.
So, no, I’m not scared; I’m excited. You should be too if you’re a small business or have a small marketing team. If you master these AI tools, consider the time and money you will save!
ChatGPT is impressive, I must admit, but I think it’s got a way to go. However, as a copywriter used to creating content with a limited brief, you could say I already have an advantage.
Let’s look at this example:
ChatGPT has created 5 Google Ads using the parameters I have provided. I’ve told it how many ads I wanted, my business name, what we do, who we target, what I want to promote and when the offer ends. I’ve even told it the tone of voice I am looking for. This is all information I ask for in a client briefing meeting. Before I do any research and creative brainstorming.
The ads it has given me are pretty good as a starting point; sometimes, that’s all you need. When you’ve got lots of projects on the go, and time is of the essence, writer’s block can undoubtedly be a pain! It also helps when you’ve just started with a new client. When you’re crippled with imposter syndrome, and you have a horrific brain freeze!
ChatGPT is proficient in language processing, but it does have its limitations. If you’re writing about a product, a location, or an experience, you must engage the senses. There is no way a chatbot or an AI tool can do that (yet). It doesn’t have common sense, your life experience, or even emotional intelligence.
Not only that, but it struggles to understand wit, sarcasm, and humour. As a ‘human’ copywriter, we must put ourselves in our customer’s shoes. We draw upon our life experiences and use empathy, psychology, and humour to engage with our audience.
Although ChatGPT has access to masses of written information, it is effectively pulling this information from other sources on the internet. This means it will struggle with niche and specialist topics, and its origins may not be correct. It also means it is not original content. You don’t know where it came from, so plagiarism could also be an issue. You need to check!
When creating quality content, it can’t create case studies or in-depth articles. That is because it requires a human to interview experts. It requires a human with top-notch interview skills to get to the story’s heart, pull out the quotes, quips, and puns and write something original. Another thing is you can’t always rely on ChatGPT to work!
So, will I let ChatGPT be my best friend?
I’m not sure I’m ready to let it help itself to a bottle of wine from my fridge, but I’ll meet it for a drink! I believe that AI tools like ChatGPT are worth watching. I don’t think they will replace copywriters and marketers anytime soon, but they should save time and money. Which for businesses big and small is a win!
Thank you for reading. If you like this post, please share it with your network, or join the discussion! I’d love to know what you think and what your experiences have been.