ChatGPT Pros and Cons
You know Google, and you know Bing, but do you know ChatGPT? ChatGPT is the hottest and most talked about search engine out there right now that uses artificial intelligence to give you the answers you seek. The capabilities of ChatGPT do not end there, though. It can generate content, analyze reports, and even pass the Wharton MBA exam. With the future of search and a whole new way of using the internet on the horizon, everyone’s wondering what the heck ChatGPT is, its capabilities, limitations, and relationship with marketing. Keep reading to learn more about ChatGPT, how it is used, and how you can incorporate it into your marketing strategy.
What is ChatGPT?
According to CNBC, ChatGPT is an AI chatbot developed by San Francisco-based startup OpenAI. OpenAI was co-founded in 2015 by Elon Musk and Sam Altman and is backed by well-known investors — most notably Microsoft. It is one of several examples of generative AI. These are tools that allow users to enter written prompts and receive new human-like text or images and videos generated by the AI.
Prior examples include Dall-E, a text-to-image program from OpenAI that garnered attention from people captivated by its ability to come up with realistic, often absurd, pictures that match people’s text descriptions. Lensa, an app based on open-source AI project Stable Diffusion, has been used to turn selfies into illustrious self-portraits inspired by everything from sci-fi to anime.
In ChatGPT’s case, the service is a text-based tool that can produce human-like responses to user requests — from poetry in the style of William Shakespeare to advice on what to do for a child’s birthday party.
What is Open AI?
As mentioned, Open AI is the company behind ChatGPT. Here’s a blurb from their official website:
OpenAI is an AI research and deployment company. Our mission is to ensure that artificial general intelligence benefits all of humanity. Our mission is to ensure that artificial general intelligence—AI systems that are generally smarter than humans—benefits all of humanity.
We are building safe and beneficial AGI, but will also consider our mission fulfilled if our work aids others to achieve this outcome. We are governed by a nonprofit and our unique capped-profit model drives our commitment to safety. This means that as AI becomes more powerful, we can redistribute profits from our work to maximize the social and economic benefits of AI technology.
How is ChatGPT Used?
First, you’re going to have to download the ChatGPT app, or just head over to https://chat.openai.com/chat. You can do this just as you would download any other app, or you can visit chat.openai.com. Once open, you can tell ChatGPT to do, well, just about anything you’d like. Ask it questions, write blocks of code, do your holiday shopping, or help you with your schoolwork. Part of the excitement with ChatGPT is that it is new, and playing around with it is part of the fun. Open it up, and see what it can do!
What About Google and Bing?
As of right now, you should view Google, Bing, and ChatGPT as three separate places to do your searching. Key being: As of right now. Google and Bing are finding ways to incorporate AI into their practice, as it is widely seen as the future of the internet.
So far, Bing has launched an all-new AI-powered Bing search engine and Edge browser, available in preview now at Bing.com, to deliver better search, more complete answers, a new chat experience and the ability to generate content. Aside from search, the two biggest hits so far are the chat and Edge features. Here’s more:
- A new chat experience. For more complex searches – such as for planning a detailed trip itinerary or researching what TV to buy – the new Bing offers new, interactive chat. The chat experience empowers you to refine your search until you get the complete answer you are looking for by asking for more details, clarity and ideas – with links available so you can immediately act on your decisions.
- New Microsoft Edge experience. We’ve updated the Edge browser with new AI capabilities and a new look, and we’ve added two new functionalities: Chat and compose. With the Edge Sidebar, you can ask for a summary of a lengthy financial report to get the key takeaways – and then use the chat function to ask for a comparison to a competing company’s financials and automatically put it in a table. You can also ask Edge to help you compose content, such as a LinkedIn post, by giving it a few prompts to get you started. After that, you can ask it to help you update the tone, format and length of the post. Edge can understand the web page you’re on and adapts accordingly.
Downsides of ChatGPT
Okay… everything sounds great, right? Well, ChatGPT, and AI in general, are still in their infancy, which means they are not perfect. There are definitely some downsides to using ChatGPT and relying on it too much. Here are some of the major cons:
- Limitations on responses. ChatGPT doesn’t have feelings—yet. If you’re looking for solutions that might be particularly emotional or sentimental, ChatGPT doesn’t quite know how to answer those types of questions. This makes ChatGPT pretty limited in content it can create, questions it can answer, and more. Unless, of course, you’re asking it to do something very straightforward and logical.
- ChatGPT is only as smart as the directions it is given. The better directions you’re able to give, the better your results will be. This has caused a huge trial-and-error learning curve that many users just don’t want to deal with.
- It’s not always right. It’s true; not even an AI can always be right. ChatGPT is designed to give you answers that seem like they’re right, and how would you know the difference? We mentioned that ChatGPT passed the Wharton MBA exam, but it passed with a B-. This means that while AI is pretty right most of the time, it can’t be completely trusted just yet.
- Plagiarism. This is a huge issue in content generation, especially when it comes to blogs and essays. ChatGPT pulls information that already exists from the internet and compiles it into a blog or essay for you. This means that—yep—it is plagiarizing. OpenAI has created its own plagiarism checker for this reason. However, you’re going to want to make sure all your AI-generated content is reviewed by a human. More on this in a bit!
ChatGPT for Content Creation
One of the main ways that ChatGPT is being used is to create content. Whether that is writing your college essays, drafting up social media posts, or writing landing pages and blogs for you, ChatGPT is changing the way content is created. However, this doesn’t come without drawbacks.
The thing to understand about ChatGPT is that it rehashes existing content and is only as smart as the directions it is given. We mentioned this earlier in the blog, but it has become a huge drawback. This means that if you tell it to write an essay or blog for you, you will get a mish-mosh of content. Some good, some junk. Without having an expert or copywriter on staff to look it over and ensure everything is correct, you will be putting out spam. And, for that, you can be penalized.
It’s true: Content generated by ChatGPT and other AI can be detected by Google as machine-generated and flagged as spam by Google’s algorithms. ChatGPT’s writing style, sentence structure, and reuse of existing content are not nearly as natural as content written by actual humans. This can also cause you to run into that potential major plagiarism issue.
Also mentioned earlier in the blog is the plagiarism issue. When sourcing information for a blog, it is important to give the original source the credit they deserve (as we have done throughout this blog and all of our blogs). ChatGPT isn’t that smart yet, so you can be plagiarizing and not even realize it.
Don’t worry! There are ways you can use ChatGPT for content creation safely. For example, make sure your content is reviewed and edited by an actual writer before it is published. Using ChatGPT’s content suggestions should be seen as just that—a suggestion and a starting point. Make sure that the content is up to Google’s quality standards and that it is unique enough to not only comply with Google—but to actually rank.
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