<p><span class="ql-color-#000000" style="background-color: transparent;">Content creators of all kinds can use this technology to improve their workflows and strengthen both their strategies and production efforts. When dealing with these tools/toys, they will need to keep in mind that they are flawed and (thankfully) far from human capabilities.&nbsp;</span></p><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">Whatever we ask them to do should be scrutinized, changed, flipped around, heightened, rethought and fuzzed with. The novelty is not that a robot could get your work done for you, but rather that it can act as a brainstorming aid, or a search engine on steroids.&nbsp;</span></p><p><br></p><h2><span class="ql-color-#980000" style="background-color: transparent;">What is ChatGPT</span><span style="background-color: transparent;" class="ql-color-#000000">?</span></h2><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">Well, we can quote the AI Chatbot itself:&nbsp;</span></p><p><br></p><blockquote><em class="ql-color-#000000" style="background-color: transparent;">“</em><em style="background-color: transparent;" class="ql-color-#ff0000">ChatGPT</em><em style="background-color: transparent;" class="ql-color-#000000"> is a </em><strong class="ql-color-#000000" style="background-color: transparent;"><em>large language model</em></strong><em class="ql-color-#000000" style="background-color: transparent;"> developed by OpenAI, based on the GPT (Generative Pre-trained Transformer) architecture. It is </em><strong class="ql-color-#000000" style="background-color: transparent;"><em>designed to respond to natural language input and generate human-like responses</em></strong><em class="ql-color-#000000" style="background-color: transparent;">, making it useful for a wide range of applications such as </em><em style="background-color: transparent;" class="ql-color-#980000">chatbots</em><em style="background-color: transparent;" class="ql-color-#000000">, language translation, and text completion. </em><em style="background-color: transparent;" class="ql-color-#ff0000">ChatGPT</em><em style="background-color: transparent;" class="ql-color-#000000"> has been </em><strong class="ql-color-#000000" style="background-color: transparent;"><em>trained on a massive amount of text data</em></strong><em class="ql-color-#000000" style="background-color: transparent;">…”&nbsp;</em></blockquote><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">Once you are in the presence of a chat interface that integrates </span><span style="background-color: transparent;" class="ql-color-#ff0000">ChatGPT</span><span style="background-color: transparent;" class="ql-color-#000000"> (either its website or other chatbots, virtual assistants, or language translation services), the way to use it is quite straightforward: you start a conversation and ask the bot to give you a certain answer: from topics to discuss during an interview with a certain type of professional to a way to fix code.&nbsp;</span></p><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">It usually doesn’t take long to generate a response and you can either edit the original “brief” or continue the conversation in order to get a more accurate response.</span></p><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">Let’s state from the get-go that </span><strong class="ql-color-#ff0000" style="background-color: transparent;">ChatGPT</strong><strong style="background-color: transparent;" class="ql-color-#000000"> is a flawed tool that doesn’t always “...<em>understand and generate language that is contextually relevant…”</em></strong><em class="ql-color-#000000" style="background-color: transparent;"> </em><span class="ql-color-#000000" style="background-color: transparent;">as it affirmed to us in the same definition or, in the best case, “contextually” is a way of saying that it all depends on the briefing. It has a point in saying that, so let’s get into the nitty gritty of it.</span></p><p><br></p><h2><br></h2><h2><span class="ql-color-#000000" style="background-color: transparent;">Content creators and </span><span style="background-color: transparent;" class="ql-color-#980000">Artificial Intelligence chatbot</span><span style="background-color: transparent;" class="ql-color-#000000">s</span></h2><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">As marketing experts, we know the idea of a tool like this can be really enticing for our fellow professionals. The demand for content and the multiplication of platforms where audiences spend time and interact is very high, and as humans we don’t always have the capability of meeting this demand.&nbsp;</span></p><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">Even though we don’t recommend relying on this toy/tool too much, here’s some advice on </span><span style="background-color: transparent;" class="ql-color-#ff0000">how to use ChatGPT</span><span style="background-color: transparent;" class="ql-color-#000000"> could be useful for:</span></p><p><br></p><ul><li><strong style="background-color: transparent;">Content creators can</strong><span style="background-color: transparent;"> </span><strong style="background-color: transparent;">use </strong><strong style="background-color: transparent;" class="ql-color-#ff0000">ChatGPT</strong><span style="background-color: transparent;"> to generate new ideas, titles, and outlines for articles, blog posts, or other content. By providing input to the language model and receiving generated responses, content creators can quickly iterate on their ideas and refine their content creation process.</span></li></ul><p><br></p><ul><li><span class="ql-color-#ff0000" style="background-color: transparent;">ChatGPT</span><span style="background-color: transparent;"> allows content creators to develop language models that are tailored to their specific niche or audience, training it on specific datasets. This can enable content creators to generate personalized content at scale, such as product descriptions or customer support responses.</span></li></ul><p><br></p><ul><li><span class="ql-color-#ff0000" style="background-color: transparent;">ChatGPT</span><span style="background-color: transparent;"> is able to automate certain aspects of content creation, such as generating summaries or translations. This can save content creators time and effort, allowing them to focus on more creative or strategic tasks. This, however, should be heavily supervised, for translations and summaries require some mental operations that the AI </span><span style="background-color: transparent;" class="ql-color-#980000">chatbot</span><span style="background-color: transparent;"> just doesn’t have.&nbsp;</span></li></ul><p><br></p><ul><li><span style="background-color: transparent;">This technology was mainly developed for </span><strong class="ql-color-#ff0000" style="background-color: transparent;">ChatGPT</strong><strong style="background-color: transparent;">-powered chatbots</strong><span style="background-color: transparent;"> or virtual assistants, that will be used to engage with audiences in real-time, answering questions, providing support, or facilitating transactions. This, in theory, could increase engagement and foster a stronger connection between content creators and their audience, but marketers should be weary of the biases and flaws that the tool has: when giving a tool like this the free-range to interact with our audience, we are losing some degree of control over our brand’s communication.</span></li></ul><p><br></p><ul><li><span style="background-color: transparent;">Lastly, </span><strong class="ql-color-#ff0000" style="background-color: transparent;">ChatGPT</strong><strong style="background-color: transparent;"> performs great</strong><span style="background-color: transparent;"> when generating content in multiple languages, enabling content creators to reach new audiences and expand their global reach. Again, translations are a complex matter and the people who specialize in doing it know that automated translations like these can lead to some really problematic situations and cultural clashes that could damage our brand.&nbsp;</span></li></ul><p><br></p><h2><br></h2><h2><span class="ql-color-#000000" style="background-color: transparent;">So, is </span><span style="background-color: transparent;" class="ql-color-#ff0000">ChatGPT</span><span style="background-color: transparent;" class="ql-color-#000000"> safe to use?</span></h2><p><br></p><p><span class="ql-color-#ff0000" style="background-color: transparent;">ChatGPT</span><span style="background-color: transparent;" class="ql-color-#000000"> is a dangerous tool in the hands of a non-professional, or whoever takes its outcomes as finished results: every single piece of text should be carefully revised, from the grammar up to the concept and abstract components of the outcome. Its biases make it more of a toy than a tool, even when some uses are totally safe when used as part of the creative process.</span></p><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">This is the world that we live in, and these are the challenges that we face. Let’s come to an agreement: </span><span style="background-color: transparent;" class="ql-color-#ff0000">ChatGPT</span><span style="background-color: transparent;" class="ql-color-#000000"> can be useful as part of the process, and is a faster and more effective way of googling in some cases. But the human side of content creation should always be there, for our recipients are humans, and its human hearts that we need to touch.&nbsp;</span></p><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">Now that machines are able to do a part of the job, what remains is what truly matters: the ability that we have of creating connections between ideas that no artificial intelligence can, and the innate sense of emotions we possess. Hard data read with a human heart, for human eyes and in a humane society.</span></p><p><br></p><p><span class="ql-color-#000000" style="background-color: transparent;">Content creators that harness the power of AI while keeping their outcomes tuned to people’s sensibilities will be the ones leading the way, that’s for sure.</span></p><p><br></p><p><br></p>