You don’t ask your employees to be something they’re not. You hire them for their personality, their strengths as it relates to their job description, and their eagerness to learn. You elevate them when they perform, and you have uncomfortable conversations when they don’t. It’s time to start treating ChatGPT and other emerging AI software the same way – with a balanced approach.
Before we dive into the topic of artificial intelligence deeper, let’s acknowledge something: AI is incredible, and it has the potential to make massive changes to industries across the map. ChatGPT has already been used by over 100 million people worldwide. To ignore it, turn one’s nose up at it, or treat it like an unworthy gimmick would be unwise for any business.
How Fortress is Using Artificial Intelligence
We have integrated ChatGPT into our content marketing processes and we have seen results. It has allowed us to produce SEO-driven blogs and landing pages quicker – improving the google rankings for our clients, it has helped us nail down some catchy headlines for ads and social media captions, and it has even helped us troubleshoot some web development challenges. However, the common denominator no matter what project AI assists us with is that the better the prompt, the better the output. Additionally, we’ve determined that even when the prompts are strong, the raw results we see are not yet good enough to publish without reviewing and editing. Not by our standards, at least.
One thing that we have noticed over the last several months is a lot of click-seeking article headlines or short video captions talking about how ChatGPT is going to be the nail in the coffin of countless content creators and other professionals. We’ve heard how it is passing college and business school exams, how its copy is performing better than that generated by human workers, and more.
Maybe those things are at least partially true. Who are we to say they’re not? But despite that, there is one thing that ChatGPT and other artificial intelligence will never be, and that is truly, authentically human.
What it Means to Take a Human Approach
At Fortress Consulting we use data to make decisions, just like an AI program does. However, there will always be subtle nuances to content and design that the human eye can easily identify as inauthentic or even inaccurate. The point is this: AI generated content can be fascinating, but at the end of the day it is not the product of thinking. Rather, it a set of extremely well-informed predictions that is meant to mimic human thought. Each brand we build, website we make, logo we design, or video we produce, we take ownership of. We look at it as an art form, and one thing that is true of art is that it requires emotion and experience. Human beings experience emotion and through that process they produce art. Robots do not experience this depth of emotion nor have those necessary experiences.
So instead of thinking ChatGPT should replace the people on your team, think about how it can be used to replace roadblocks in the content generation process and allow you to operate more efficiently.
To close, we recommend that agencies think about ChatGPT and other artificial intelligence like an intern (and an unpaid one at that). Not that interns aren’t human (stay with me) but because interns can help your team significantly if given the right tools and oversight but wouldn’t take a full-time employee’s spot before proving themselves. To take this example further, imagine an unpaid intern writing all of your copy for your brand and for your clients’ brands. That would be a massive risk, due to the fact that they are not nearly as invested into the story of the brand as your existing team, lack proper knowledge of the brand voice, and simply have nothing to lose by delivering mediocre content. The same is true of ChatGPT in its current iteration.
Just like anything else, you get out of AI what you put into it. Learn how to give it the prompts it needs to provide you with quality results, stay in the loop on its trends and don’t lag behind, but don’t give it the keys to your business just yet.