I fought with Chat GPT
I am a copywriter and a content creator; reading on the web, it seems that this tool could somehow replace my profession and this makes me a bit angry. Well, I absolutely disagree. And I'll explain why right away.How does Chat GPT work regarding text generation? Following an input request from the user, it crosses a huge database of information on the web and creates a text by reworking what it found. The consequence? No strategy, no evaluation of the most or least important information, no vision, no commentary. In fact, an artificial intelligence cannot perform any of these steps.
Do we really need texts created by reworking the exact same information found in the first 5/6 Google results? What are we saying that is new? What interesting thing are we offering the user?
And this discussion gives me the perfect opportunity to tell you how I "experience" the creation of a text and how I believe it should be done.
Copywriting: writing texts with personality
Writing is only the peak of the mountain, it is the small tip of an iceberg. There is a huge amount of work before the drafting of a text: the briefing with the Client, the deep study of the company and its products and/or services, the definition of goals, the target analysis, the choice of tone of voice, the ideas. Gosh, the ideas. Secondly, let's not forget the analysis of performance data of the writings, the possibilities for improvement, the addition of better CTAs and so on. With these elements alone, we could easily say that human intelligence beats artificial intelligence hands down. To all this, we must add feeling, passion, the copywriter's opinions... personality. And yes, a text must have a personality and must communicate something: surprise, emotion, irony, originality, advice, suggestions, solutions, empathy. In your opinion, is your dear friend Chat GPT capable of this? Are the texts it generates captivating? Are they fluid, surprising, and interesting articles? Or am I just unlucky and when I tried to use it, it only proposed content full of repeated words, punctuation that wasn't quite correct, sentences starting in 99% of cases with concluding conjunctions like "therefore, furthermore, consequently" and absolutely no element of surprise or emotion?I like content that communicates something more, that for one reason or another keeps attention high until the end, from which I clearly understand what the author wants to convey to me. Whether it is an opinion regarding a specific topic, so I know which side I'm on; whether it is a company presentation, between the lines of which I understand why I should choose that specific reality over many other competitors; whether it is a product promotion, with clear solutions it offers me and the benefits it brings to my specific problems... PERSONALITY is the keyword. The web is full of "Wikipedia-style" information; a good copywriter must know how to make a difference.
Shall we make peace with Chat GPT?
And precisely because I love being unpredictable and I don't want to fall into the mechanical nature of Chat GPT (and remember, it's always better to keep enemies close to control them better), I believe that we can... coexist. How? By using it to our advantage, taking only the best from it.Chat GPT is a useful tool, if used well. Let's not let artificial intelligence write texts and accept them as good, just as they are. Let's let it help us when ideas are scarce, when we want to scan the web, to inform ourselves on a certain topic, as a draft to develop paragraphs, as a stimulus and as a suggestion. But let's put heart and passion into it, let's give personality to these texts, let's make them interesting for our readers and... let's use synonyms! Yes, sorry, I have to make a clarification about synonyms. I'm a bit obsessed, but Chat GPT is capable of repeating the same term 3 or 4 times in a sentence and in an article of 2,000 characters package 15, 20, 25 repetitions (tried and guaranteed). Argh, I shudder. The vocabulary of synonyms is so rich and fascinating, let's be carried away by the beauty of words and the sounds they evoke, let's not repeat them like robots with no way out. Bye GPT :)
PS: in these last few weeks, I have had the opportunity to evaluate several pieces of content produced by potential copywriters for project-based collaborations. Yes, texts generated by friend GPT are immediately recognizable, at least by professionals who have been doing this job for 15 years. Reformulate, transform, perfect, express your opinion, convince and take care of it... the chat's version could be a good base to start from, not the destination! A piece of advice? Be more intelligent... and less artificial.
