Artificial Intelligence(AI) and Machine Learning(ML) have been around for quite some time now and are getting better with time. AI & ML technology has a wide range of applications which include physical robots to chatbots.
As technology becomes more advanced, it will get more accurate. We are already having chatbots that can communicate with humans and answer their queries. In this blog, we will closely study how ChatGPT is being used for generating content and whether it is ethical to use it or not.
For those of you, who don’t know what exactly ChatGPT is, let’s discuss that first. It is a large language model chatbot developed by a company called OpenAI. It interacts in a conversational way.
ChatGPT’s dialogue format enables it to answer follow-up questions, challenge incorrect premises and recognize inappropriate requests.
It was trained using Reinforcement Learning from Human Feedback (RLHF).
Now, let’s debate whether ChatGPT should be used for generating content and whether it would be ethical to do so.
ChatGPT is capable of writing poems, short stories, songs, and even computer code. It has expertise in following directions which makes it a tool that can be used for giving instructions and completing a task.
Thus, it can be used for generating outlines of articles or even entire blogs.
Although it may be next to impossible to generate an entire blog with the skill of an experienced writer, ChatGPT can write some basic content as of now.
A Content Writer may use ChatGPT to generate content but is it ethical?
A writer will be violating moral grounds if he uses ChatGPT for content without the consent of the organization the person is working for.
However, for companies that don’t want to hire content writers and want AI tools to do that work, it is perfectly all right. This will save a lot of time and resources for them.
So, whether the use of ChatGPT for content creation is ethical or unethical, depends on the context.
Google’s Webmaster Guidelines released in October 2022 do not directly mention Artificial Intelligence but mention content that is “Spammy automatically-generated” and outline the following points:
- Text that makes no sense but contains search keywords
- Text translated by an automated tool without human review
- Text generated by an automated process without any concern for quality or User Experience
- Text generated using automated paraphrasing, synonymizing, or obfuscation techniques
- Text generated from scraping feeds or search results
- Stitching or combining content from different web pages without adding sufficient value
As compared to earlier, when Google was against AI-generated content, now the focus is on the output quality and not on the method used to achieve that.
“Is the content you’re producing helpful, reliable, and people-first in nature? That’s what we’re looking for.” – Google’s Danny Sullivan
So, how to generate content in tune with Google’s latest guidelines?
Go back to the basics and good practices. Create content with the user in mind and not search engines.
So, follow the time-tested E.A.T principle that Google apparently looks for.
Ask yourself these questions mentioned in the Google Search Essentials:
- After reading your content, will someone leave feeling they have learned enough about a topic to help achieve their goal?
- Will someone reading your content leave feeling like they have had a satisfying experience?
- Download the ChatGPT app from the App Store or Google Play or sign up on the website
- Configure settings for language, tone, and response time
- Integrate ChatGPT into your website’s chat function & social media platforms
- Review the response and edit them for relevance and accuracy
- Repeat the steps as needed for customer queries, information gathering, and content creation tasks
Companies can use ChatGPT to generate engaging content for their target audience using its Natural Language Processing(NLP) and GPT-3 technology.
This will enable them to engage their target audience, drive sales and improve the performance of your business.
Additionally, it can also help them in researching and curating content. This can help the company in creating a consistent and valuable content marketing strategy.
The technology used by ChatGPT enables it to generate relevant content based on specific inputs and user interests. As a content marketer, one should be clear about how ChatGPT can help in creating and curating content.
For Content creators, ChatGPT can help in reducing the amount of time required for researching and curating content. It is like an assistant, which helps them in coming up with more engaging and relevant content.
Limitations of ChatGPT
It relies totally on Natural Language Processing(NLP) & Artificial Intelligence to generate content and sometimes may come up with content that is not relevant.
So, the firm needs to carefully review the content generated by ChatGPT before publishing it. The content should be in tune with the firm’s brand voice and messaging.
Additionally, it will not be able to come up with totally unique or complex content and require human intervention to generate high-quality content.
Finally, ChatGPT, at present, is not capable of replacing the creativity and emotional intelligence of a Content Writer.
Like any other AI tool, ChatGPT will become better with time but whether it will be able to completely replace humans is difficult to say at present. For now, it can only assist writers in coming up with quality content in comparatively less time. For organizations, it can help in saving resources and time. AI is intruding on all domains of business and Content/SEO is no exception.
If the firm allows its content writers to use ChatGPT for their tasks, then its use is ethical otherwise not. Google has also made it clear that the use of automated tools for generating content should be done with the end user in mind and not search engines.
So, whether to use ChatGPT or not? It’s your choice!
However, if you use it, a review before publishing is absolutely essential.
Victor Ortiz is a Content Marketer with GoodFirms. He likes to read & blog on technology-related topics and is passionate about traveling, exploring new places, and listening to music.