ChatGPT is the latest rage at technology conferences and internet expos. It’s an AI text generator that helps you develop all sorts of content, from writing a college lecture to your wedding vows. But is this novel idea too good to be true? Let’s explore what it can and cannot do:
Content Creation
ChatGPT is useful for content creation, but with a caveat. While artificial intelligence may be great for email subject lines, landing page headings, paragraph descriptions, alt text, product descriptions, and metadata, it fails in the nuance department. Because it’s machine-based, ChatGPT isn’t able to add the particular elements of a unique brand or embrace creativity. This makes it suitable for short-form copy, but highly inadequate when it comes to long-form.
Brainstorming
ChatGPT may be helpful for brainstorming and generating ideas on how to word something, serving as a starting point before a human takes over. Still, it doesn’t replace nor compete with the brain. In that sense, it’s similar to spellcheck, which is a helpful tool for proofreading, but polished prose requires an actual editor.
Keywords and Topics
One area where ChatGPT is highly limited is its ability to put copy in context with regards to keywords and targeted topics. Even if AI provides the framework, you’ll still need a professional to determine how to tweak the copy so it’s appropriate for your audience. AI-generated text doesn’t have the capacity to anticipate the buying actions of fitness buffs in Ohio or stay-at-home moms in Oregon; a smart marketer does.
Your Company Values
Another limitation of ChatGPT is its ability (or lack thereof) to make sure the copy you’re posting is factual, non-controversial, and aligned with your brand. AI can generate whatever it wants while your business suffers the repercussions. Thus, the copy requires a fresh set of (actual) eyes to make sure what’s being sent out is attuned to your mission, goals, and values.
ChatGPT for SEO
There is some concern about the future of AI where SEO is concerned, as we anticipate Google to begin using AI-detection technology to prioritize human content. Google’s long-standing position on content is that it should serve the reader, first and foremost, so it stands to reason that the search giant will incorporate that into its algorithm as ChatGPT and other AI technologies become more prevalent.
With that in mind, our SEO experts recommend taking a mixed approach to your content strategy. It’s okay to make ChatGPT part of your SEO strategy, but don’t eliminate the human element just yet.
ChatGPT might be exciting, especially as technology takes us further into a Jetsons-esque world where we rely heavily on machines for everyday tasks. But while it’s alluring, it’s not infallible; putting all of your eggs in AI’s basket could leave your business DOA for one reason: people are irreplaceable.
Need some guidance on AI or anything else? Give us a shout and we’ll be happy to help.
Photo by Glenn Carstens-Peters on Unsplash