Everybody is talking about it.
Everyone is picking a side.
So, which is it? Is AI writing the best thing ever or is it the end of creative writing?
Look. I’m all for simplifying repetitive tasks, but writing shouldn’t be left to a robot.
Writing is about expression, point of view, and creativity. Good writing should make us think, gain perspective, and experience emotions (good and bad).
As with many other martech tools, their purpose is to streamline or automate marketing tasks. As I discussed in a recent digital marketing trends blog post, AI is the hottest trend in digital marketing today. ChatGPT is the latest offering.
Why is everyone obsessed with ChatGPt?
Developed by OpenAI, ChatGPT is an advanced AI chatbot that interacts conversationally. The dialogue format allows ChatGPT to answer follow-up questions, admit mistakes, challenge incorrect premises, and reject inappropriate requests.
However, “buyer” or, in this case, “writer,” beware.
As Stephen Shankland of CNET notes in his recent article:
“Here’s the catch: ChatGPT doesn’t exactly know anything. It’s an AI that’s trained to recognize patterns in vast swaths of text harvested from the Internet, then further trained with human assistance to deliver more useful, better dialog. The answers you get may sound plausible and even authoritative, but they might well be entirely wrong, as OpenAI warns.”
So, what can a marketer, content strategist, thought leader, or dedicated blogger do?
Use AI as a tool.
AI is a Writing Tool
That’s right. AI is a tool, not a replacement for being human.
AI left alone is generic and lifeless. Therefore, use it to refine your writing, not replace it.
Full confession, I use Ubersuggest’s AI writing tool and Grammarly. I love what each offers. The first helps with writer’s block, and the second tool catches mistakes and tightens my writing. However, I don’t always agree with the suggestions.
While good SEO practices should be at the forefront of your writing, they should not be the only reason you write. As content writers, we should ALWAYS consider the needs of our targeted audience.
Therefore, consider these points before letting AI do all the work :
- AI is not a creative writer. It doesn’t understand nuance, locality, or search queries.
- Google penalizes computer-generated prose.
As noted on Google’s Search Central page:
“Google Search’s helpful content system generates a signal used by our automated ranking systems to better ensure people see original, helpful content written by people, for people, in search results.”
While people-oriented, user satisfaction content is just one of Google’s ranking factors, it’s important.
AI is an Assistant, Not a Replacement
As AI options continue to expand, over-taxed marketing departments and blog writers alike will likely be enticed to try computer-generated content. That’s fine, but use it as a tool, not a replacement for creative writing.
We’re all human; therefore, communicate like a human. Be unique. Show trust and respect to your reader.
In the long run, you will be rewarded for your efforts.
Through YGL Enterprises’ “Focused Strategy – Marketing Solutions Realized” approach, we help you incorporate successful content strategy into your overall marketing strategy. Contact us today to schedule a consultation!
Yvonne Levine, of Charlotte-based YGL Enterprisess, is a Marketing Consultant and provider of strategic marketing solutions and brand management. As president of YGL Enterprises, Inc., Yvonne collaborates with professional services organizations and small and mid-sized businesses to develop and execute successful marketing strategies, branding initiatives, content strategy, and digital marketing plans. Helping companies devise a targeted strategy first creates a strong foundation for tactical decisions, which drives brand awareness and positive results. Follow Yvonne on LinkedIn and Facebook.
