AI copywriting tools like ChatGPT use natural language processing (NLP) and machine learning (ML) techniques to generate written content. The software is trained on a large dataset of text, which it uses to learn the patterns and styles of human writing. When given a prompt or topic, the AI uses this knowledge to generate a piece of writing.
It might seem like ChatGPT or similar tools are the solution to keeping your website stocked with content that draws in visitors, but this issue isn’t as clear-cut as it first appears. While Google’s official guidance doesn’t specially prohibit AI-generated text, they continue to stress that highly ranked content needs to follow the principles of E-E-A-T: expertise, experience, authoritativeness, and trustworthiness.
Instead of thinking of AI tools like ChatGPT as being able to offer a “plug and play” content solution, we recommend that you view this technology as a “virtual assistant” that can help you scale up your content production to better meet the needs of your site visitors.
What Potential Problems Should You Be Aware of Before You Start Adding AI-Generated Content to Your Website?
The field of artificial intelligence is evolving rapidly, but here’s a brief summary of the potential problems you might encounter with current copywriting options:
- The output quality is inconsistent and sometimes wrong. You may get copy that is 100% correct. However, you may also get copy that is either partially or entirely wrong. Sometimes, you'll get content that sounds correct at first glance but is actually inaccurate once you take a more critical look. Fact-checking is essential.
- You have to be specific with your prompt. It takes trial and error to find effective prompts that generate the type of results you want. If your prompt is too vague or worded unclearly, you may get unusable output.
- The output is limited by the quality of the training data. AI copywriting software generates written content based on patterns and styles it has learned from the training data. However, if the training data contains factual errors or is poorly written, the AI may also produce copy with similar errors. Additionally, if the AI is not trained on a diverse and representative dataset, it may produce copy that is biased or contains stereotypes.
- The information might be outdated. ChatGPT and other GPT-3 tools were trained on data from 2021. If the system is trained on outdated data, it will produce content that contains old facts and information.
- AI doesn’t understand context. AI is not capable of understanding the context of the information it is using, so it might not be able to distinguish between relevant and irrelevant information or between fact and opinion.
What Are Some Good Uses for AI Copywriting Tools?
Generally speaking, AI copywriting is more effective when you are working with shorter blocks of text. Generating longer content requires more human intervention to keep the AI from going off-topic or repeating itself.
AI tools like ChatGPT can be helpful for creating simple FAQs or rephrasing existing copy to be repurposed elsewhere on your site, assuming you have a subject matter expert (SME) review the content for accuracy. You may also have success using AI tools to streamline the process of writing emails or social media posts.
Using AI tools to generate all of your web copy isn’t recommended, even if you have a human editor reviewing the content. There are two key elements of effective content writing that AI simply can’t match at this time:
- Conveying your brand voice. AI can't reflect your brand voice because it's been trained to recognize general patterns based on a wide data set. It doesn't know you and it doesn't care what makes your business unique.
- Building an emotional connection with your reader. AI can't build an emotional connection with your reader because it has no sense of context. It doesn’t understand why being in a car accident turns your life upside down, why an estate plan can ease concerns about family conflict over the distribution of assets, or how frustrated a person can become when chronic foot pain keeps them from enjoying their daily activities.
For these reasons, we recommend using AI as a supplemental content creation tool instead of as a replacement for human content writers. Whether you write your own content or use Foster Web Marketing’s experienced content team, your website will benefit from professional judgment and a human touch.
Are You a Lawyer or Podiatrist Who Wants to Learn How Solid Content Can Earn You More Clients?
If you are seeking a trusted, authoritative partner to help you write content that not only attracts but actually converts into clients, Foster Web Marketing is here to help. Contact us online or call our office directly at 888.886.0939 to schedule your free consultation. We have been helping clients throughout the United States and internationally since 1998 and are confident we can help you not only reach, but exceed your goals.