Word is out, and there's no turning back. AI is here to stay.
As a content strategist, I have concerns and was very curious to see what it can and can not do, especially with all the talk about job losses. So I signed up to Openai and with a few prompts, feeling like Alice in Wonderland - down the rabbit hole I went. The experience was both intriguing and a bit concerning.
More on that later.
If, like me, you are a total newbie with ChatGPT, you may be wondering if and how it can benefit your business. In this blog post, I share my first impressions with some pros and cons you may want to know.
Let's start with the basic question, what is ChatGPT?
ChatGPT is an artificial intelligence (AI) language model that's been trained on vast amounts of text data from the internet. It's a program that can understand prompts and generate text-based responses that are similar to those of a human being. ChatGPT can be used for many things, including natural language processing, and machine translation. Below are a few interesting uses that caught my attention.
Processes like recruitment and onboarding can be streamlined with AI. Organizations can use it to generate job descriptions, screen resumes, and even conduct initial interviews.
ChatGPT can be used to generate leads by analyzing customer data and preferences. The model can suggest the best time to contact potential customers and help with targeted sales pitches.
ChatGPT can be used to create targeted marketing campaigns. Use it for ideas when writing ad copy and suggestions for the best advertising channels for your brand.
You can use ChatGPT to generate different types of content - blog posts, social media content, website copy, etc. More on the content quality later. But apparently, you can even use it to improve SEO. Something I will be spit-testing for sure.
ChatGPT can be used to interact with customers and help answer frequently asked questions. Consider this a possible virtual assistant that helps reduce support wait times. We already hate the annoying hold-the-line music, so will AI enhance your customers' experience? Time will tell.
With my background in market research and social studies, I liked this one a lot because customer feedback is crucial during product development. Using ChatGPT to generate surveys and analyze the responses will help businesses better understand their customer's pain points so that they provide customized solutions.
While ChatGPT can generate high-quality content, let's not forget it is a machine. It neither has personal experiences nor emotions, and it lacks the advantage of capturing the nuances of human communication. Consider using ChatGPT for ideas, especially when you have writer's block. You can use it for research, as I did with this piece. But be sure to double-check ALL the data, then fine-tune and rewrite it to your brand's voice and specific needs.
Another thing I noticed after a few prompts was that the quality of content generated depends on the quality one puts in. Entering specific questions or prompts will help with the accuracy of the output. In other words, garbage in, garbage out.
ChatGPT can be a valuable tool for creating content, but based on my first impressions using the free version, AI can neither replace a human writer nor produce engaging content. Let's look into that below.
While ChatGPT can generate a certain level of content quality, it can not capture the creativity and uniqueness a human adds to a piece. AI-generated content lacks the ability to engage the reader on an emotional level; this blandness can lead to lower call-to-action responses.
Although ChatGPT is trained on large amounts of data, there's a risk that this 'data may contain biases and prejudices that can be perpetuated on a global scale. Depending on the training source and input, this is a major cause for concern, especially with content related to sensitive topics.
Since ChatGPT generates content based on its own current understanding of the prompts entered, the risk of the output not matching the expectations of the user is always present. I found this inability to influence and determine the output somewhat frustrating. And even though the regenerate response option gave me multiple versions to one prompt, this is problematic when dealing with technical content or specific, sensitive topics.
Because ChatGPT lacks the context awareness of a human writer, empathy, and emotional intelligence, the output can have inaccuracies and cause misunderstandings. AI will not always understand the cultural or social nuances that are relevant to the topic, leading to inaccurate, confusing, nonsensical, and even offensive content.
Access to pre-trained versions of ChatGPT is becoming more widely available. But the expenses that come with training a custom version can be a barrier to entry for smaller businesses or organizations that do not have the resources to invest in this new technology.
We already have major problems with fake news and the credibility of information sources online. AI doesn't solve that problem for us. On the contrary...Which I find concerning.
The thing is, ChatGPT does not have the ability to verify the accuracy of the information it generates, so the potential for errors in the output is always there. For example, I asked for quotes on ChatGPT, then followed up with a credibility question. Take a look at that conversation below.
Although my initial concerns that ChatGPT would eat my lunch and immediately take over my job somewhat diminished with this initial experience, I still have mixed feelings. Subject to change.
As a content creator with warm eyeballs :-) and the capacity to connect with my readers on an emotional level; obviously, I'm biased. But some immediate benefits are obvious; research, generating content ideas quickly, streamlining processes, improving customer experience, and making data-driven decisions. There are many more ways you can use ChatGPT to save time and be productive; I did the pre-work for you and compiled a simple checklist you can download here.
There's no doubt ChatGPT is a valuable tool businesses can use. But in my opinion, it does not replace the importance of critical thinking, emotional intelligence, empathy, and human-to-human connection.
In our digital-data-driven society, where interpersonal skills are on such a decline, the fact that we now have the added option to use our brains less is not something I would call home about.
Then again, these are first-impression premature conclusions.
What are your thoughts on ChatGPT? Feel free to share in the comment section below.
TO DOWNLOAD YOUR FREE CHECKLIST, CLICK HERE OR ON THE IMAGE BELOW.