March 21, 2023

By Intrigue

As a marketing company, we understand the importance of creating high-quality and engaging…I’m going to stop ChatGPT there, an intro doesn’t get more generic than that.

There’s no question that content marketing is a powerful tool for building brand awareness, driving traffic to your website and, ultimately, converting leads into customers. Now, with the rise of AI-powered tools like ChatGPT, it’s tempting to rely solely on technology to generate content. Let us explain why that’s not a good idea.

AI Lacks Human Creativity and Expertise

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ChatGPT is a machine-learning model. It was built using a variety of data from sources like the internet, scientific journals, and books, but it doesn’t have any knowledge beyond 2021. While it can generate some impressive results, it’s not a substitute for human creativity and expertise. As a machine learning model, ChatGPT is only as good as the data it’s trained on. It can’t come up with new ideas, add in relatable humour, explore new angles, or offer unique perspectives that come from human experience and creativity, especially those that are specific to your business and your customers.

AI Doesn’t Know Your Brand Voice or Style

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Every brand has a unique tone and way of communicating with their audience. ChatGPT can’t replicate that without specific input and, even then, it may not get it right. When you work with a human writer, they can tailor their writing to fit your brand’s specific voice, using writing techniques and nuances that have been proven to help incite action in the reader, all while ensuring that every piece of content feels like it’s coming directly from your brand.

AI Struggles with Technicality

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You’ve probably seen the various ways people have used ChatGPT to write code for websites and games, and when we talk about technicality, this isn’t quite what we mean. ChatGPT can struggle with certain types of content, like technical writing, white papers, and case studies. Technical writing requires a deep understanding of the subject matter and the ability to explain complex concepts in a way that’s easy for the audience to understand. While ChatGPT can certainly learn about technical topics, it likely won’t be able to produce content that’s as comprehensive or accurate as a human writer.

AI Brings with It the Risk of Plagiarism

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ChatGPT isn’t designed to plagiarize content, but there is always a risk that it may produce content that’s too similar to existing content. Plagiarism will damage your brand’s reputation and can even lead to legal issues. A human writer will ensure that every piece of content is original and doesn’t infringe on any existing copyrights.

ChatGPT is a powerful tool, and while it’s not a substitute for human creativity, expertise, or experience, it can be used as a way to complement those elements and spark ideas to help drive human content creation. The nutshell: Robots aren’t taking over the world just yet.

Want to chat 😉 about content and how it’ll help drive leads and build your overall customer experience? Reach out to our team!

Intrigue is a Canadian digital marketing company delivering solutions to help businesses get noticed and found. Guided by a commitment to empower leaders to strengthen communities, Intrigue offers website design and development, branding, online advertising, content marketing, graphic design, video production, SEO, and analytics. Take your marketing to the next level and Get Noticed. Get Found.® intrigueme.ca

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