By Elizabeth Schreckenberg
Since OpenAI released its ChatGPT automated writing tool in late November, content writers and journalists have been asking the same question: Will artificial intelligence replace us? The application, which is currently free, has the ability to generate plagiarism-proof essays and grammatically correct articles—so the concern is understandable. But there are a number of reasons why, for now, human wordsmiths will continue to keep their value in the marketing world.
ChatGPT Can Help Writers, But Can’t Do Their Job
When playing around with ChatGPT, it’s easy to see why millions of users have already signed up to test it – and why writers shouldn’t write it off completely. It can spit out a list of ideas for blog posts, create outlines for white papers, and provide suggestions for some pretty solid headlines. When it comes to writing entire articles, however, the app falls short in several areas. In fact, there is a list of its limitations on ChatGPT’s front page:
- May occasionally generate incorrect information
- May occasionally produce harmful instructions or biased content
- Limited knowledge of world and events after 2021
Because the automated tool draws information from Wikipedia, webtext, and articles on the internet, information it produces can be inaccurate and outdated. Professional writers, on the other hand, are aware that their pieces need to be well-researched to verify the most current data. Quality content even provides links to up-to-date, trustworthy sources.
To capture the most current information, writers interview subject matter experts, asking questions about things their audience wants to know. Then, they integrate that knowledge into their text. ChatGPT can’t conduct interviews, and its articles don’t include quotes from professionals.
But perhaps the most notable difference between an automated content tool and an expert writer is that humans write for humans. While ChatGPT can answer questions and write essays, it doesn’t know how to craft content that appeals to a person’s needs or interests. Content writers realize that in order to get customers to take action, they must use language that resonates with the human brain.
A machine simply can’t achieve what an expert writer can do, such as:
Setting a Tone. When asked a question, ChatGPT answers in a conversational manner. This is fine for sharing information, but it doesn’t paint a picture of the values or expertise a business has. A law firm’s blog post needs to sound authoritative to build trust, while a post for a teenage swim trunk company should be humorous and laid back. Professional writers are skilled at establishing a tone that makes a business or product memorable.
Stating a Purpose and Finding Relevance. One of the first things writers do is establish why someone might want to read their piece. What questions might a particular audience want answered, or what problems do they want solved? How can this article help them? ChatGPT can say what a service or product can deliver, but it can’t say exactly how it applies to a specific customer base.
Using the Right Words. People respond to language that makes them feel good. Words like value, effective, and proven elicit the feeling of making smart decisions. Trying a new food is a lot different than indulging in it. When it comes to word selection, writers know the best choices for making readers take action.
Writing for Search Engines. Content writers know the importance of using keywords to reach potential customers. By inserting phrases like “best roofing shingles for high winds” in a Florida roofing company’s blog, a writer can pull in a target audience who’s looking for that service. While ChatGPT can create an article about any topic, there’s no guarantee it’s using words that local residents Google most often.
Writers Should Embrace ChatGPT, Not Fear it
As long as human writers do their research, are aware of their target audience, and craft engaging content, AI won’t replace them any time soon. They can, however, use ChatGPT to be better at their jobs.
When writer’s block looms, they can ask it to spark ideas. When they can’t find the right words to describe something, it can give them multiple options. And when they think about creating a mediocre piece, they can use ChatGPT as a reminder that delivering high-quality content is the only way to stay valuable in their field.
Because there is no doubt that artificial intelligence can write. It’s up to humans to prove we can do it better.
Elizabeth Schreckenberg is a contributing write for Words Have Impact. She has 20 years experience writing for organizations large and small throughout the St. Louis area.