Any article on ChatGPT and AI is probably going to be obsolete by the time it's published and far from being evergreen content. But, I have some things I really wanted to say and I've been holding my breath for far too long.
Whether you've been on Facebook, Twitter, Instagram, LinkedIn and definitely YouTube, you've been inundated with the 2023 AI invasion. It's everywhere!
You have Guru's jumping on it and creating programs for fear of not being first to market. You have software creators helping you take advantage of their software - some encouraging you to spew out a deluge of AI created content in minimum time - and of course, you have the YouTubers telling you this is the best thing since sliced bread for your YouTube scripts and content in general.
Did you detect my sarcasm in any of the above? Good, it was deliberate.
But hold your horses...
AI and ChatGPT Isn't All bad...
And I'll explain what I mean shortly.
But before I talk about the best use scenario and introduce the positives of automated created content - namely AI generated content - I think it's important that I tell you what my initial thoughts were when everyone started raving on about ChatGPT and AI and what my thoughts are now...
By the end of 2023 - if indeed it takes that long - content creators who rely heavily on AI generated content will feel the same slap Google dished out to many in 2008
There, I said it. That was my initial thought.
But my reasons for saying this are not rash. It's based on Google's updates over the years. In particular, how Google crave for content that is fresh and sites that are user friendly and not merely designed to be attractive to their algorithms.
Neil Patel's article about Google's New Experience Algorithm Update was the real clincher for me when it came to my thoughts about AI. And whilst I appreciate that AI isn't just about what Google wants, I do know all the platforms - social media platforms included - have been vying for the same thing over the years... original content.
So back to Neil Patel's article, he talked about how Google recently added an additional 'E' to their E-A-T algorithm.
E-A-T stands for Expertise, Authoritativeness and Trust, but trust is the all important element they want to garner and this trust is optimised via expertise and authoritativeness.
For Google though, this is now not enough.
It's not enough to show your expertise and authority by regurgitating or stating facts. Google wants you to add your own flavour... through your experience.
They want you to argue the facts, put your own spin on it... basically, have an opinion!
And they're forcing this by adding an additional E in their original E-A-T algorithm which is Experience.
Google want you to show that you know what you're talking about. It's no longer just about being an expert but it's about bringing your own personal experience, opinions etc and guiding people. Which, now I come to think of it is a little ironic given all the Fact Checking Google are doing. Oh well.
Even so, this is what Google's algorithm now looks like this...
And in Google's own words...
It reminds me of studying for my MBA, it wasn't even enough for you to bring in two opposing arguments on a subject. To get a better grade you had better have an opinion! They wanted you to bring fresh insight.
Because trust me, universities - and Google - rely on other people's perspectives when it comes to their own research. Yeah, they're using you, but you're using their platform. 🙂
So now I've covered Google's perspective on what constitutes trustworthy content, let's talk about...
The Challenges with ChatGPT and AI
And just so you don't think this article is for clickbait, I want to show you a post from LinkedIn which again served only to endorse my view of AI as it stands right now...
All I can say is BAM!
You're only gonna get what users of the inter web put in and hope that the content AI scrapes from the inter web is correct. But as the saying goes, "garbage in, garbage out."
So What is ChatGPT and AI Good For?
My honest opinion is that ChatGPT and AI is good for three major things:
And this list certainly isn't exhaustive.
I introduced ChatGPT to one of my clients recently and he said it totally made his workload a lot easier. He receives a deluge of email enquiries daily and admits that he found it difficult to personalise his response.
Now he just asks ChatGPT to write the email response for him.
A Caveat Here...
I've already said it, but it's worth repeating...
Garbage in, garbage out
If you've jumped on the ChatGPT Lazy bandwagon, you're going to get penalised by the platform hosting your content.
YouTube has already started. As outlined in this video below, Google will deindex your blog content. And if your social media platform hasn't already started removing your robotic AI generated content, I'm sure it won't be long now.
In conclusion, I'm not against ChatGPT and AI generated content, but in my experience, it's not a lazy man's way to riches as many would have you believe.
The reason so many marketers have jumped on the AI train (some kosher, some not so kosher) is because whether we like it or not, this train will depart and if you're not on it, you're going to get left behind.
Nope, I don't gots no training to offer you... 🙂 I'm still learning myself!
But here are some resources I think might help you both understand and use AI ethically to get the most out of your marketing efforts.
Good ChatGPT Resources:
My final thought on ChatGPT and AI...
Put your human into AI and you should do well.