Over the past 30 years, only a select few products or services have had a significant impact on the technology industry and made previous technology seem outdated. Examples include Netscape’s browser, Google’s search engine, and the iPhone. Recently, the experimental chatbot ChatGPT has made a strong argument for being the next big disruptor in the tech world.
ChatGPT
ChatGPT, a chatbot developed by OpenAI, has already been adopted by many people for their everyday work despite being publicly available only recently. Capable of generating text and discussions from various prompts, it is being used for tasks such as song lyrics in the style of favorite artists, proofreading computer code, and distilling complex physics concepts into summaries. It can present information in a clear and simple manner, rather than just providing a list of internet links. Additionally, it can explain concepts in a way that is easy for people to understand and can even generate new ideas such as business strategies, gift suggestions, blog topics, and vacation plans. However, there are concerns about its accuracy and the human labor cost required to build the program. Despite this, CEO of Coursera, Jeff Maggioncalda, uses ChatGPT as a “writing assistant and thought partner” to help him craft emails and speeches. Microsoft CEO Satya Nadella believes these technologies can act as a “copilot” to help people do more with less.
With a paywall coming up even as we wrote out this article the makers of the AI bot are proving that it is a highly profitable venture for them. From CEOs to students to farmers, everyone is using it but should you be using ChatGPT for your content creation and will it be a profitable investment remains the question?
At Sunnyday Consulting we are in the business of content creation for our clients and our content team experimented with ChatGPT for quite some time. From our experiments we were able to understand several benefits and limitations of ChatGPT which we hope will help you make an informed decision prior to employing the bot for your content creation purposes.
The benefits
High-efficiency
The capacity of Chat GPT to swiftly produce high-quality material on demand is one of its main features. This is especially helpful for content marketers that have a tight deadline and must produce a lot of material. Marketers can easily create blog posts, social media updates, and even complete web pages in a matter of minutes by simply prompting the GPT.
We were able to produce five different 500-word articles in a matter of 30 minutes.
Optimized content
In addition to being quick, Chat GPT can create content that is search engine optimised. Marketers can create content that is specially crafted to rank highly in search engine results by including SEO keywords into the prompt. This may aid in boosting website traffic and ultimately result in more conversions.
In those five articles, the bot was able to include all our specific keywords with proper prompts from our end.
In-built localization and translation abilities
Chat GPT also aids in translation and localization, which is another perk. By creating material that is specialised to a particular location or audience, ChatGPT may also assist in localization. By giving the bot details about the intended audience, it can create material that is interesting and relevant, enhancing the efficiency of marketing initiatives.
The bot can produce an accurate translation into a different language by being given a source text in one language. This can help translators save a lot of time so they can concentrate on more difficult duties like ensuring cultural relevance and correctness.
We experimented translating our articles into Hindi and the bot did perform well.
The limitations
Occasionally generates incorrect content
Is ChatGPT a reliable resource for content? Definitely not. Even more so, ChatGPT ” may occasionally generate incorrect information,” according to the prompt page. There are numerous different ways that inaccurate and potentially damaging information might appear, most of which are nevertheless innocuous overall.
Take the following as an example. The start date of the Second Indo-Pak war is a subject of debate. It didn’t start for Pakistan until September 6th, 1965. Pakistan thus celebrates this day every year as “Defence of Pakistan Day.” According to India, the conflict began on August 5, 1965, when Op Gibraltar was launched in J&K. However, according to certain sources, it actually began on September 1, 1965, when Pakistan attacked Chamb-Jaurian. When we posed the same question to the bot, it smoothly avoided going into any controversy and provided a well-worded answer without actually giving the date.
Credit: Open AI Via Screengrab
Mashable’s article described ChatGPT as “… it’s a little like that relative at Thanksgiving who’s watched enough Grey’s Anatomy to sound confident with their medical advice: ChatGPT knows just enough to be dangerous.” And we agree.
Oblivious to current events
The fact that it is unaware of any content produced beyond 2021 is another restriction. So, ChatGPT in its current state might not be useful if your content needs to be current and new.
Credit: Open AI Via Screengrab
Built-in biases and avoids certain type of content
The fact that it is taught to be kind, trustworthy, and harmless is a crucial limitation to be aware of. These aren’t merely ideals; the mechanism is intentionally biased in that direction.
For instance, ChatGPT is expressly configured not to produce text on the subjects of severe violence, explicit sex, and hazardous content like guides for making explosive devices.
It appears that programming it to be benign prevents negativity from coming through in the output. That’s great, but it also reduces the reflection of opinion in the content. This can translate in it being unable to project the voice and persona of your brand.
It needs detailed instructions
For ChatGPT to produce higher-quality content that has a better probability of being highly original or adopting a certain point of view, clear instructions are necessary. The output will become more complex as additional instructions are given. This has both a benefit and a drawback that should be considered. The likelihood that the output will be identical to that of another request increases with the decrease in the number of instructions in the content request.
Unless you are providing the right directions, your content will come out as a flat piece of writing which has no character and no voice. And this will make it detectable as an AI generated content which will not add to your brand image.
It does not provide longform content
We tried using ChatGPT to write a 1000 word article and it is not impossible. We needed to continuously prompt it and pieced the article together. Which seems to be counterproductive to its high efficiency. When we directly asked it for a 1000 word article it consistently returned results which ranged between 500 to 700 words. So, it is not ideal for longform content. But it has high potential for creating social media posts, How-to articles and alt-text descriptions.
Future watermarking
OpenAI is developing software to detect text generated by its ChatGPT model after New York City education officials blocked students from using the tool in public schools. This is a response to concerns raised about the potential for AI-generated text to be used for plagiarism or cheating by students. The company is working on “mitigations” to detect automatically generated text from ChatGPT. OpenAI stated that it made ChatGPT available as a research preview to learn from real-world use, which is important for developing and deploying safe AI systems. Therefore, if ChatGPT is not currently watermarked, watermarking could be added in the future.
Using ChatGPT for content creation
Bot- generated writing still lacks the insight, understanding, and critical thinking that we’d like to believe human writers and people in general possess.
The optimal application of ChatGPT is to scale SEO in a way that increases productivity. Typically, this entails delegating laborious research and analysis to it. Given that Google expressly states that doing so is not against its criteria, summarising webpages to build a meta description may be a permissible usage. It could be interesting to use ChatGPT to produce a content brief or overview.
If content creation is delegated to ChatGPT without first being checked for quality, accuracy, and usefulness, distributing it as-is might not backfire in a spectacular manner for your brand.
To sum it up
It’s still early days. It is undeniable that ChatGPT is quite impressive. At Sunnyday Consulting, we have been having a lot of fun putting it through the paces. We made it write a Haiku, then a Shakespearean tragedy and even a rap song on topics like ‘Digital Overdose’.
Credit: Open AI Via Screengrab
We even asked it how to address our CEO, and it responded as follows:
Credit: Open AI Via Screengrab
Now, we know Sarvesh and he might have a heart attack if we follow these 7 steps. Our content team even sat around wondering for a bit if the next appraisal would go to ChatGPT.
Jokes aside, our current viewpoint is that this is a tool. This version is not meant to replace human ability but rather to complement our work, speed up the process of finding better answers, and increase accessibility for bigger audiences to labor-intensive jobs like localization and content development. ChatGPT’s capability to encode and regurgitate knowledge is an illusion of reasoning and logic without any real intelligence behind it.
It’s now possible to employ programmes like Chat GPT, Dalle-2, Midjourney, and others not just to create art but also to aid people in coming up with better original ideas, outlining potential content ideas, drafting material, and other use cases. This implies that while the amount of AI-generated artwork and other content will increase daily, the demand for high-quality content that we all like seeing will also rise. Perhaps in the future, repeated, SEO-optimized product descriptions will be created by an AI engine rather than by human content producers. However, human inventiveness always prevails. And as the saying goes on the street –
‘AI will not take your job, it will be the person who knows how to use the AI.’
Want to know more about content creation? Contact us at support@sunnydayconsulting.com or check our website at www.sunnydayconsulting.com!
