 The original blog below was published in January 2023 and since then things have changed rapidly in AI, most notably in the last few months. When I first started using ChatGPT it would often give me links in the output that didn't exist. In AI generation anything that is created and was not truely real are often referred to as hallucinations, such as an extra finger on a hand in an image or these false links. One of the benchmarks I used for AI was whether or not it could create information / images around bobbin lace (which I teach, blog and podcast on). We all took for granted that AI resources were approximately 12 months out of date, that was accepted and we worked within these constraints. To start with, I would get these very strange outputs and images then just a couple of months ago, across all the platforms, the urls were real, and suddenly bobbin lace was being talked about more accurately. Then, just this week, I asked ChatGPT to generate a logo for my personal podcast and not only did it add in my main site bee image it also put in some lace bobbins that looked like the real thing. It is scarey that AI is catching up so well, but better than that is the quality that it's creating and how we are using this across so manythings. For me, it is an invaluable tool to do research. I put in a topic and ask it give me multiple research places. For those of us who don't want to wade through google sponsored links, which can be very time consuming, this is a real boost as I can have it give me a synopsis of each link. What has been a big game changer for me is being able to upload document templates and ask for results in the same format. This has made creating briefings far quicker as I can put in a topic, add in some url links that I've found for reference and then have all of the information that I need generated in the right format. The heavy lifting is done for me and I can spend more time looking at the keywords, long tail keywords and most importantly the reference urls that will be added into the content. I also have AI integrated into google so I get a summary answer to many of my questions with the links shown there too. What has been a game changer with ChatGPT are the projects feature. I can set up instructions to be used on multiple requests and add in files once to be used again and again. This lets me set up my tone of voice and make the answers format in UK english along with removing things like the Oxford comma.  This is so useful if you manage different accounts and want to make requests that move between different base needs. It is also of use if you want to make personal and professional enquiries without having to restate the base instructions. But AI doesn't end with using ChatGPT and the other direct AI sources. I have Grammarly on my PC and my mac. When I type anything it automatically checks for spelling an grammar and offers rewritten paragraphs, this is again AI. Anyway, back to the original blog. Original blog - January 2023 Early last year, I was bombarded by adverts encouraging me to join up to an Artificial Intelligence (AI) copy writing service. This online service was going to change my life and I could have 2,000 words a month for free but for the small investment of $49 (excluding tax) a month I could have unlimited words. Now, I write copy for a living. I produce blogs every week, either my own or editing other people's work, so 2k words isn't much. It's about 4 pages. Then, just before Christmas, ChatGPT began to be whispered about by the developers I hang with. They were using it to correct code. Not write large amounts, but to look at where small bugs were that they would have spent more time to fix than were worth it. The developers were raving about it. So, off I hopped and took a look. Would this be the next big thing to write copy for me or would this be the Emperor's new clothes all over again? You remember the story of the Emperor's new clothes? How everyone was so frightened by the Emperor that they didn't want to tell him he was standing here in his underwear? Were we all going to start using AI copy creators and basically end up with exactly the same words on every website? In order to use the free version of ChatGPT, you need to create an OpenAI account. If you click on this link for OpenAI and then click to open ChatGPT it will take you through doing that. So, what are the benefits of using ChatGPT to create copy? So, I asked ChatGPT exactly that question Let's say I wasn't too shocked by the answer: Original Blog  ChatGPT answers why I should use them to create copy Jan 2023 Point 1 - Efficiency Ok, I'll concede that it's quick and efficient. When I'm editing, I sometime come across a concept that I'm not an expert on and need to refresh myself on. This is a perfect use for ChatGPT. However, ChatGPT does not give external references, so if you want to add in that response and help other to find out more, you still have to go and get the outside references by searching the web. Point 2 - Personalisation Ooh, so I can train ChatGPT. Guess what I did next? Yep, I asked it how to go about doing that.  How do I fine-tune ChatGPT ... Sorry ... what? Ok, I might not be doing that as it would be quicker to just write it myself. Point 3 - Versatility Yes, it is versatile. I've asked it about, amongst other things:
Any query about websites is politely refused with the response: I'm sorry, but I am not able to access any external information and do not have any information about the status or availability of the website you mentioned. Point 4 - Cost EffectiveWell, it is less expensive than hiring copy writers but ... and here is the issue, if two people ask the same question, then they will both get the same answer. Go put that on your website or use it as your description for a selling platform like Etsy and you are going to have issues of plagiarism. And it wasn't long before there was a post on Reddit where someone had used it to create a 4k word essay for their degree and been called out by the university. Point 5 - ConsistencyWell, the results do have a similar feel to them but as we've already realized, I'm not going to be teaching it my brand 'tone of voice' as that is just way too complicated and time consuming. Is a personal tone of voice important? Yes, is the short answer. But let's explain that a bit more. When you visit a website or read a blog, you are trying to find something; it might be a product or information, but you are interacting with that piece of information. Ever read something, then read it again, then again and finally realised it's not going into your brain? Well, what's happened there is that you haven't engaged with the content. Normally, you fail to engage because you were tired or distracted. You'll go and have a cup of tea, come back to it and it goes in. Other times, you will find yourself reading further into an article or site than you intended to. That's when you have really engaged with the content ... it's connected with you. When we write copy, we are looking to make it sticky. We want you to read the whole article, like the post or buy the thing we are selling. In order to do that, we will write with a style or 'tone of voice' that matches the brand that we are working with. The obvious way of promoting a brand style is in the look of the pictures used to illustrate. But more subtly, it's in the language and reading level that is used. There will be a style and way of writing that draws you in and makes you connect with the author. If every person selling product X, regardless of which brand offers it, creates their copy using the same AI then every description of product X on every website, blog, Instagram, Facebook and advert will read the same. And you will start to get product fatigue. How do you choose to buy from brand A over brand B when they say the same thing. Think of washing powder / liquid. They basically all do the same thing. You add them to your washing and it helps to clean your laundry. But each brand has their own take on what the benefits of their brand are and they are aren't just how well they clean. They then take those benefits and show them to you in their own way. Some focus on washing at low temperatures, some focus on killing bacteria, some on how affordable they are. Even those brands that have the same benefit tell you about it in a different way. This is so you can fix that message to that product. And that is to make it memorable to you so you may not remember the message immediately, but with some prompting, such as an image or phrase when you do your google search, you will then go 'oh, I remember' and it will come flooding back. So, back to my original question ... As with all new things, use AI content with caution. It's not so much that the Emperor is only in their underwear, more that they have a number of clothing items missing. Quick way to get a synopsis of your topic - If you trust the AI's sources
#AI #Copywriting
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