Lately we’ve been asked how we feel about artificial intelligence (AI) apps like ChatGPT. Like most of the world, we're still figuring that out. The possibilities are as exciting as they are unnerving, and we’ll be sharing perspectives as this technology (and our use of it) continues to evolve.
As a writer, I’ve certainly been curious if machine-generated copy is a genuine disruption or distracting novelty. Seemed to me the best way to learn about AI was to chat with AI. Here are actual cut-and-pasted excerpts to my prompts.
ChatGPT: Ad agencies may benefit from artificial intelligence technologies like ChatGPT rather than being worried about them. ChatGPT and similar AI technologies can help ad agencies automate tasks, improve targeting, and create more personalized and effective campaigns for clients.
For example, ChatGPT can help ad agencies with tasks such as generating creative copy, automating social media posts, and even developing custom chatbots for clients.
ChatGPT: Yes, ChatGPT can generate creative copy, but it is important to note that its capabilities are limited by the data it has been trained on and the instructions it has been given.
ChatGPT is a natural language processing (NLP) model that has been trained on a vast amount of text data. This training enables it to understand the structure of language and generate coherent and grammatically correct sentences.
However, it is important to note that ChatGPT is still an AI model and may not be able to replicate the same level of creativity or originality as a human copywriter. While ChatGPT can generate text that is grammatically correct and conforms to certain instructions, it may not be able to capture the same level of nuance and originality as a human writer.
ChatGPT: There are several nuances and originality that a human writer can deliver that AI cannot.
First, human writers have a unique perspective and life experiences that inform their writing. This allows them to bring a level of originality and creativity to their work that cannot be replicated by an AI system. They can draw upon their emotions, intuition, and empathy to craft compelling stories and messages that resonate with their audience.
Second, human writers have the ability to understand the social and cultural context in which their writing will be consumed. They can tailor their language and tone to specific audiences, and adjust their writing based on feedback and engagement from their readers. This ability to adapt and respond to feedback is essential to creating effective and impactful writing.
Third, human writers can bring a level of authenticity and sincerity to their work that is difficult for AI systems to replicate. They can infuse their writing with their own unique voice, personality, and style, which can help to build a deeper connection with their readers.
Fourth, human writers have the ability to employ irony, satire, and other forms of humor in their writing, which can be difficult for AI systems to understand and execute effectively. These elements of writing are essential to creating engaging and memorable content that resonates with readers.
There’s tremendous irony in having a computer craft the case for why humans remain necessary for writing. Yes, ChatGPT’s responses came instantaneously in logically presented, grammatically correct sentences. But they repeatedly referenced the need for us humans to provide focused input, then assess the output for accuracy and originality. Here’s the end of one of the responses:
In summary, while ChatGPT can generate creative copy, its capabilities are limited by the data it has been trained on and the instructions it has been given. Ad agencies may still rely on human copywriters to provide a higher level of creativity and originality in their campaigns.
And another:
Finally, while AI can help ad agencies make more informed decisions based on data analysis, there is always the risk of relying too heavily on data and losing sight of the human element of advertising. Effective advertising often requires a balance between data-driven insights and creative intuition.
One of the most important services we provide is helping clients rise above the “sea of sameness.” In literally its own words, ChatGPT recognized “its capabilities are limited by data it has been trained on.” It is only as good as what’s come before, what’s already been done – the sea of sameness. As it went on to conclude, “effective advertising often requires a balance between data-driven insights and creative intuition.”
In other words, the value we bring today will be the same moving forward – to leverage a balance of art and science to the benefit of our clients. AI is certainly an intriguing new tool in our arsenal with the potential to elevate our creativity to even greater heights. But it must be deployed through the lens of our deep industry knowledge and product category experience as well as our client’s unique business goals and brand positioning.
AI is a powerful tool, when guided by the human touch.
While AI systems have made significant progress in recent years, they still lack the ability to replicate the unique perspectives, emotions, and experiences that human writers bring to their work. Human writers can create original, nuanced, and impactful writing that resonates with their audience in ways that AI systems cannot.
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