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02 March, 2023

ChatGPT will make us better marketing content creators

Recent hype suggesting ChatGPT is going to replace human content creators is nothing but a bunch of sky-is-falling hysteria, at least for the near future. I’m not going to say many jobs will not be threatened; signs are obvious that as newer generations of GPT and other AI models launch, many service sector positions that require human intervention will be supplanted.

I can’t say the same for the creative roles though. In fact, I believe ChatGPT will enhance creative work.

Sure, ChatGPT is impressive – it can churn out content that is practically indistinguishable from something written by a human, in mere seconds. But let’s not forget, it’s just a machine that doesn’t have the capacity to truly understand the nuances of human emotions, or the psychology behind persuasive writing.

ChatGPT “creates” by being pre-trained on massive amounts of human-created text data scraped from the Internet, then generating output based on input prompts. Due to the huge number of parameters in the model, it can produce remarkably human-like output. However, it doesn’t understand this output in the way we mean when we understand something. It certainly can’t feel emotions the way flesh-and-blood humans do, that complex interplay between synapses and secretions of the endocrine system. ChatGPT cannot understand intent.

Content creation, especially in marketing, often involves writing persuasive and compelling copy that can evoke emotions and motivate people to take action. This requires an intimate understanding of psychology and human behavior, which is not currently possible with AI.

Content creation also require a deep understanding of the target audience, the product or service being marketed, and the specific goals of the marketing campaign. A marketer or copywriter can take all of these factors into account and craft a message that is tailored to the needs and desires of the target audience.

To answer the question at hand – no, ChatGPT is not going to replace content creators. But it is going to make them better. By taking on some of the heavy lifting, this tool can help humans iterate and improve content at a faster rate than ever before. Like a trusted golf caddie, it can handle the drudgery of research and creating a first draft, easily eliminating 30% of the pre-work.

There are still many tasks that require human input and decisions, such as strategy, branding, and messaging. So let’s embrace the power of AI, because true creative genius still comes from us humans.