Over the past several weeks, chatter about ChatGPT has been everywhere. It’s in every other LinkedIn post, it’s the topic of conversations in networking environments everywhere, and it seems to be gaining momentum… well, until the site overcrowded due to its own popularity.

What exactly is ChatGPT?

Let me set the scene.

Have you ever sat down at your laptop to create a blog post, social media post, or even a simple list of things to do and your mind goes completely blank? As a regular content creator and social media manager myself, it happens to me from time to time.

So what gets the creative juices flowing? Do you simply start writing sentences with the full intent to go back and edit afterwards? Sometimes that feels like throwing noodles against a wall to see if they’ll stick. Often I catch myself in an endless phase of “research to make sure I have the facts correct,” as I struggle to generate fresh, original ideas around a given topic.

It’s times like these when I’ve often thought “wouldn’t it be nice if the content would just write itself?” The answer is no, because not only would I be easily out of a job, but finding a fresh perspective is one of my favorite things about what I do day in and day out. Surely there’s a happy medium…

<Enter Artificial Intelligence>

It’s a hot topic right now in the marketing industry, and there are lots of ways that it can be used. 

We’re seeing it in tools like Canva, where users can now give the platform a description of an image they need, and then Canva will use machine learning to generate something close to what was requested. 

We see it in social media algorithms as they learn what users like and then deliver more and more of that certain type of content every single day. 

And now, more than ever, we’re seeing the generative pretrained transformer (GPT) model everywhere we look. Tools like ChatGPT and Jasper are run by artificial intelligence, using information from all over the internet to produce items such as:

• Blog topics
• Social posts
• Podcasting questions

… and much more.

Should we trust writing that is produced solely by AI?

That’s a valid question, but ponder with me for a minute. Remember when I mentioned above that tools like ChatGPT gather information that is already out there on the internet to produce your writing results? This means that there’s no originality or creative perspective to this sort of writing. Sure, there are parameters that can be set to prompt certain tones or personalities, but no one sounds exactly like your brand except well… you.  

The AI tool might be a good starting place to gather ideas, but the human element is still very necessary. Make sure your voice, tone and personality come through. Give your opinions on the data that you’re sharing. Refine the writing to sound more like the way your brand speaks. 

After all, it’s not the data that you collect that makes you relatable, it’s your brand voice.