The lightning speed at which ChatGPT generates content and provides insight into consumer behaviour may seem like the content generating panacea that all marketing/comms writers or teams have been waiting for.
ChatGPT is a powerful AI natural language processing tool that is programmed to comprehend and generate human-like text.
There is no denying that this new kid on the block comes with several advantages.
However, in its current form there are some drawbacks associated with its use for anyone writing marketing material:
Love SEO rankings? give AI content a miss
Google may not rank AI generated posts well as AI content is not based on original, human thought and therefore doesn’t fit Google’s experience, expertise, authoritativeness and trustworthiness (E-E-A-T) criteria. Google’s search quality raters are real people that use EEAT guidelines to check the quality of search results and feed it back to Google.
It’s artificial intelligence not emotional intelligence
Effective marketing often relies on understanding what the client wants, understanding the target audience (whether you are a marketer writing for a client or whether you are writing marketing content for the end-user) and reaching them emotionally. Whereas humans are able to empathise with customers, understand their needs, desires and pain points and can generate content that resonates with them emotionally, Chat GPT cannot. ChatGPT lacks human traits like sensitivity, understanding of nuances in language and behaviour. This deficit in human intelligence, means that using ChatGPT is not equipped to convey empathy and emotion in its content.
Originality and creativity
A good human marketer brings unique, creative flair to the content they generate. Taking the client’s brief, a marketer can tap into their own experiences and emotions and cultural understanding to craft original and innovative content to capture the attention of their target audience in a way that ChatGPT cannot. AI relies on past patterns and data which can lead to unoriginal content.
Context and nuance
The devil is indeed in the details. Human marketers have a deep understanding of cultural and social nuisances and the ability to adapt their messaging to different situations, contexts and audiences. Creating content that feels natural and takes social nuances into account can be challenging for AI models.
Storytelling
Storytelling is a key ingredient in successful marketing content and is something that comes naturally to humans. Marketers can craft narratives that captivate and persuade audiences, making the brand more relatable and memorable.
Brand voice and personality
It’s important for a brand to have a consistent voice across its marketing and PR channels; something which is difficult for AI. While humans can ensure that messaging and tone are in step with the brand’s identity and guidelines and are consistent throughout comms, ChatGPT doesn’t have this ability.
Ethical considerations
Ensuring that ethical considerations and value judgements make up marketing campaigns and content and ensure they are responsible, respectful and in keeping with societal norms is something marketers can navigate. AI on the other hand, will struggle with nuanced ethical considerations.
The bigger picture
Developing a marketing strategy that is comprehensive, that encompasses various channels and tactics requires human experience and expertise. ChatGPT may generate content but it won’t have the strategic thinking to create strategic content that is part of effective marketing campaigns.
Adaptability
Communications content often requires quick or subtle adjustments in response to clients comments, or changing market conditions or unforeseen events. AI models may not be as agile to adapt their content and strategies as rapidly.
Accurate information
Responses generated by ChatGPT are based on the data it has been trained on. Any inaccuracies or biases in the training data may filter through in the information it provides for your content.
AI can definitely complement their human marketing counterparts by automating repetitive tasks and providing starting points for content generation. However, for the aspects of content generation that require understanding of human behaviour, nuance, context and human sensitivity, currently AI should not be relied on for core content.
At Vitis PR, we provide B2B and B2C copywriting services for our clients. If you would like to learn more, please get in touch.
