Chat GPT: is it worth it?

By Louisa Sando-Patel, Owner and Lead Copywriter

When it comes to content production, many people are thinking of using Chat GPT, but is it worth it? Everyone’s talking about AI right now. There are pros and cons with this type of “generative AI”, especially in terms of SEO. The rise of AI is a hot topic, along with OpenAI, the company behind Chat GPT.

Elon Musk, along with a group of researchers and academics, recently wrote an open letter to OpenAI’s CEO, asking for a six-month halt on development due to safety issues. In an age of misinformation, I think most of us will agree that information safety has to be the number one concern. And this is one of the big problems with Chat GPT.

As a copywriter and content writer, I was keen to see whether there would be any benefits for my business and my clients. I’ve attended various training webinars on Chat GPT and other similar AI tools. I’ve also run several tests, and these are my findings.

ALWAYS fact-check AI-generated content

When I tested this AI content tool, my biggest concern was the fact that some of the info generated was either out of date or incorrect. I wrote a dummy blog on logistics, for example, and Chat GPT used old data relating to a pre-Brexit UK. I tested other dummy blogs, some needing to reflect current law, and Chat GPT generated content reflecting out-of-date legislation.

Despite Chat GPT’s claim that every piece of content is “unique”, another big concern in our industry is the fact that it pulls chunks of info from existing websites. Due to the fact that it does not use current data, you also can’t rely on it to generate real-time keywords for SEO. So, if you want your website copy and blogs to reflect real search phrases people are using right now, avoid using Chat GPT.

For legal and financial services companies, I would strongly recommend avoiding AI content tools for now, as you’ll need to make sure you haven’t plagiarised content. There’s also a tendency for Chat GPT to generate nonsense; it literally makes things up!

By the time you have fact-checked a blog and corrected the errors, you may as well have written the article from scratch. Chat GPT is useful for getting started and laying the groundwork, and for shorter content like social media posts, but much of its output is very generic. You have to spend considerable time adjusting your queries to get the right output. And by the time you have “trained” the AI, you could’ve easily researched, fact-checked and written the content yourself.

You know your audience

AI-generated content lacks many human nuances. Chat GPT struggled to understand the context of the numerous prompts I used. After all, it’s a machine at the end of the day. A creative turn of phrase can enhance content, making it much more engaging to readers. Engaged readers are more likely to hang around on your website for longer.

Chat GPT doesn’t understand target audiences to the same depth as a human, especially a trained content writer or copywriter. This means you will have to spend time shaping the wording if you want it to resonate with your audience’s needs, wants and desires. If you want your SEO and keyword targeting to be effective, you need to converse with your audience, human to human.

To conclude DON’T RELY on Chat GPT to deliver quality content; it will still need the human touch. You will need to spend some time checking and editing the generated wording. Every AI tool has different benefits, but with Chat GPT, you will need to carefully fact-check each point. See my like-for-like comparison below…

For further information and SEO insights, please read the Helios Web Design blog on Artificial Intelligence (AI) and the Future of the Internet.

Are you generating AI blogs? We offer competitive rates for copyediting and optimising AI-generated blogs. Get in touch to find out more.

This is an extract from a blog Chat GPT wrote about Chat GPT!

As an AI language model, ChatGPT is one of the most powerful tools available for natural language processing. It works by utilizing deep learning techniques, which enable it to understand the context and meaning of text input and generate responses that are both accurate and contextually relevant. With its advanced capabilities, ChatGPT can be used for a wide range of tasks, including language translation, question answering, chatbot development, and much more.

One of the most impressive aspects of ChatGPT is its ability to learn and improve over time. The model is trained using massive amounts of data, which enables it to recognize patterns and make connections between different pieces of information. This allows it to generate responses that are more accurate and contextually relevant over time, as it continues to learn from its interactions with users.

However, it is important to note that real-time SEO is not currently available with ChatGPT or any other AI language model. While these tools are incredibly powerful, they still rely on static data sets and do not have the ability to adapt to real-time changes in search algorithms or user behavior. This means that businesses and organizations that rely on SEO for their online visibility must continue to focus on traditional optimization techniques, such as keyword research and link building, in order to remain competitive.

In conclusion, ChatGPT is a powerful tool that has the potential to revolutionize the way we interact with language and information. While real-time SEO is not currently available, the model’s advanced natural language processing capabilities make it an incredibly valuable tool for businesses and organizations that need to provide fast, accurate support to customers and users.

The verdict

Are you bored yet? It’s not a particularly stimulating read. Note the repetitive use of wording and jargon. It’s also worth noting that ChatGPT automatically defaults to US English, so you will have to remember to ask for UK English. It’s not very Google friendly – and Google is likely to rank this as spam – because it’s not keen on Chat GPT!

This is my rewrite of Chat GPT’s blog…

ChatGPT is one of the most powerful tools available for processing natural language. It uses deep AI learning techniques to understand the context and meaning of text (LSP: not always!) to generate accurate and relevant responses. With its advanced capabilities, ChatGPT can be used for a wide range of tasks, including language translation, answering questions, chatbot development, and much more.

One of the most impressive aspects of ChatGPT is its ability to learn and improve over time. Using massive amounts of data, it can recognise patterns and make connections between different pieces of information. As the AI continues to learn, it can become more accurate and contextually relevant.

However, it is important to note that real-time SEO is not currently available with ChatGPT or any other AI language model (LSP: not true, Bing’s AI has access to real-time data, although it has other pros and cons). While these tools are incredibly powerful, they rely on static data sets, so they cannot adapt to real-time changes in search algorithms or user behaviour. If your business or organisation relies on SEO, you will need to continue focusing on traditional optimisation techniques to stay competitive. This includes keyword research, regular website updates and link building.

To conclude, ChatGPT is a revolutionary tool that has the potential to interact with language and information. While real-time SEO is not currently available, its advanced natural language processing capabilities make it an incredibly valuable tool. Businesses and organisations can enjoy fast, accurate (LSP: untrue) support to customers and users.

If you want your content (or AI-generated content) to rank highly when it comes to SEO, talk to Bright Owl.