If you pay any attention to the state of digital marketing, you’ve undoubtedly heard of ChatGPT and other content writing tools enabled by artificial intelligence. Freelance writers are losing their jobs in droves because companies are chasing margins.

And look, we get the interest. If a program can cut costs exponentially, why wouldn’t it be the right choice? But will it really save you money? Is using an A.I. text generator the smart thing to do in the long run?

To that end, today, we’re looking at the pros and cons of using A.I. content. So pull up a screen and get comfortable. Let’s dive into the issue.

What Is ChatGPT?

ChatGPT stands for “Chat generative pre-trained transformer.”

What does that mean, you ask?

Essentially, generative pre-trained transformers — or GPTs — are automated language programs that learn from available material. For example, let’s say you want an article about the sun. ChatGPT will gather information it can find online about the Earth’s most crucial star and generate text. You can think of it as a calculator for words.

Early versions of the program sounded very robotic, but the quality has improved over time. Yet, despite advancements, ChatGPT and similar programs still aren’t a sure bet.

The Problems With Text Generators

Yes, text generators have come a long way, baby! But they’re not perfect. As such, let’s explore ten significant reasons why programs like ChatGPT aren’t ideal and why using human-written content is still the best choice.

They Rely on Accessible Information

In many ways, text generators are like databases. So if you feed text generators lousy information, they will spit out lousy information. Moreover, they rely on digitally accessible information. As such, if you want to write about a fresh, new topic that hasn’t been widely covered, you’re out of luck.

Potential Problem Example: Let’s say you’re a chiropractor who wants to write about the risks of skeletal issues. If the articles that ChaptGPT accesses to write your piece are inaccurate, your content will also be flawed.

The Systems Become Overloaded

Thousands of people access artificial intelligence text generators every minute, and when the system is overloaded, it simply stops working. Other times, it spits out nonsensical content that ultimately wastes time.

Potential Problem Example: Let’s say you set aside an afternoon each week to generate and post articles. You sit down at the computer to start and discover that ChatGPT is down, forcing you to rearrange your schedule. In worst-case scenarios, it could throw off your entire week, and you may not be able to publish on a regular schedule, which hurts rankings.

It Gets Information Wrong

ChatGPT and artificial intelligence programs are, essentially, computers that lack real-world experience. Resultantly, they frequently get things wrong. At times, A.I. writing may sound feasible but is ultimately inaccurate.

A website is a company’s top salesperson. Often, it’s the first introduction potential customers and clients have with a business. So if your site is frightened with bad information, you’re ultimately risking your company’s reputation.

Potential Problem Example: Imagine you want to post an article about the latest health standards. Getting it right is essential because you’re applying for a grant. Instead of doing traditional research, you rely on ChatGPT, which spits out wrong information. In this instance, you may risk losing the needed and wanted award because of inaccurate data.

Input Sensitivity

How a question or prompt is phrased can significantly impact ChatGPT’s response. Just a few minor changes in wording can lead to different answers.

This raises the question: How do you know what’s right and wrong? Furthermore, you may waste time pumping in questions — time that can be better spent doing research that makes your content stand out from the pack, shooting it to the top of the SERPs or search engine result pages.

Potential Problem Example: Imagine you pumped a typo into the ChatGPT query box and didn’t notice. The resulting text may be completely off, leading to potential reputation loss.

A.I. Generators Rely on Outdated Information

Did you know ChatGPT and other options only have training up to 2021? As such, if you want your content to reflect the latest and greatest data and information, you’ll be out of luck. Essentially, it doesn’t have access to real-time information, rendering your content staid and potentially incorrect.

Potential Problem Example: Let’s say you want to write a piece on a new study or advancements in a particular field that came out in the past two years. Artificial intelligence will likely either make stuff up or be unable to complete the task.

ChatGPT is Biased

The last thing you want to do is turn off potential clients and customers because of bias, right?

Well, ChatGPT and similar programs are notoriously prejudiced. And we’re not just talking about race and gender. It may assume things about people living in specific regions or religious adherents.

Not only is this a public relations problem, but you also risk legal censure if you’re not careful.

Potential Problem Example: Let’s say you’re pumping out A.I.-generated content about the health habits of people across the country. Now, imagine if ChatGPT includes a line about people from the Midwest being less likely to take care of themselves because they’re not as intelligent. That would be disastrous, right!? Welp, it could happen with text generation programs.

A.I. Text Generators Are a Rankings Risk

Yes, Google announced it has not yet figured out how to accurately differentiate between some A.I. texts and human writing. Per the statement, people assumed that Google wouldn’t punish computer-generated content. However, many marketers and agencies have found that their rankings plummeted once they moved to automated work.

So what’s the discrepancy?

In the most basic terms, not all A.I. content is created equally. Much of it is still terrible, and the quality depends on the query used to produce the articles. Furthermore, some research shows that human work still outperforms automated content.

Now, that doesn’t mean writers can’t use artificial intelligence as a tool, but posting articles that a person hasn’t cleaned up is risky business. So ask yourself: Do you want to lose your rankings overnight? What would that do to your bottom line?

And while Google has announced they will be testing an A.I. functionality, it has yet to prove itself. Furthermore, the announcement made it clear that it’s just a test. Currently, many marketing experts believe the search giant will figure out a way to decipher what is and isn’t human-generated content in due time.

Potential Problem Example: You opt to switch to A.I. content; at first, everything is going along swimmingly. However, one day you sit down at your computer, open analytics, and discover that your site is only getting a fraction of the traffic. You quickly look up what’s happening and discover that Google has changed its algorithm to prioritize sites with human-written content. Now, you’re stuck with a site full of computer text and must scramble to scrub your platform of the offending content and rehire actual writers. Such a scenario would wipe away any gains — and then some. Plus, it could take months to build back your site.

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Text Generators Plagiarize

If you’re worried about plagiarism and duplicate content, ChatGPT is not your friend. The program regularly pulls chunks of text from other sources, which could decimate rankings or even get your site de-indexed altogether.

Even if search engines incorporate A.I. technology, they will never make room for plagiarism, which is easily detectable. So, failing to have humans edit every piece that posts on your site could be a one-way ticket to Trouble Street.

Potential Problem Example: ChatGPT decides to pull three paragraphs of content from another source that monitors where their content lands. One day, you receive a legal note that a company is suing you for various intellectual property violations, forcing you to hire an attorney. Beyond that, you may not have a case and be forced to pay your attorney fees, your accuser’s attorney fees, and legal damages.

Text Generators Don’t Have Personalities

Google loves unique content that offers true value to readers. Conversely, A.I. content is bland and generic; plus, it lacks emotions and empathy.

Furthermore, in its current state, work generated by artificial intelligence is incapable of using proper metaphors and other linguistic tricks that make articles genuinely engaging.

Why is boring content bad for business?

Search algorithms calculate the amount of time people spend on a given web page. To put it another way: If an article sounds like a drone wrote it, people are more likely to click away in the blink of an eye. When that happens, your rankings will take a dive.

Potential Problem Example: In today’s market, producing content people find engaging is paramount. Not only does it get folks to pick up the phone, but it encourages sharing — which has a hugely positive impact on search rankings and, ultimately, your bottom line.

It Has the Power To Crash the Economy

There’s a reason why some of the world’s top economists and business people are against A.I.: It has the power to crash large sections of the economy while simultaneously “dumbing down” the population.

Some estimates predict that if A.I. goes unchecked and business owners don’t temper its use, millions of people will find themselves out of work, putting an enormous strain on the economy.

Moreover, since text generators need humanely sourced information to work, programs will eventually cannibalize themselves, and we could end up in a Brave New World where people become less intelligent, and purchasing power will significantly decrease across the board.

Potential Problem Example: You may be thinking: Hey, money is money, and if I can get something done for less money, why would I not? It’s important, however, not to be shortsighted. A penny saved today could cost you a dollar tomorrow. Moreover, if millions of jobs are wiped out, the size of your target market could shrink exponentially, which would have a greater negative impact on your company’s financial health. Heck, it could even force you out of business.

The Road Ahead

Are artificial intelligence programs good tools? Yes, they are. But should you be relying on them at this juncture? In our opinion, the answer to that question is “absolutely not.”

Despite technological advancements, your best bet is still using native language speakers for content published on your website. While A.I. is currently having a moment, it will likely be short-lived. Again, it will likely become a helpful tool, but completely replacing people with computers isn’t wise at this juncture.

We get that you may be thinking: Pfft. You’re a digital marketing company that provides content. Of course you’re going to say that non-A.I. writing is better! It’s a fair thought, but we know our business and the benefits of human-written content are worth it.

Let’s Chat About Your Content Needs

Do you want your company’s website to do a lot of the heavy lifting in terms of client and customer recruitment and retention? Rounded Digital has a stellar track record shooting clients to the top of search rankings. We have the knowledge and tools you need to stand out from the pack and grow your business.

So, let’s chat. Get in touch today. We’ll discuss where you are, where you want to be, and how to get you there.