Fear of job loss among freelance writers has been running rampant with the release of yet another artificial intelligence program, ChatGPT. Following the creation of Jasper in January of 2021, writers have watched and waited, worrying that they will soon be replaced by a chatbot.
Although there are some pros to using AI as a tool, there are some very real cons to these programs that keep them just a resource for writers rather than a replacement for one. Technology is shifting the way we do things and seemingly reaching further into our lives each day. While it may change the way the job gets done, freelancers will not be without work for the foreseeable future.
As AI Gets Smarter, So Does Google
Google is on to programs like Jasper and ChatGPT. It has been working to learn what’s AI and what’s human. Like humans, this software has its “tells.” While it tries to reflect human communication skills, it often fails and is flagged as spam. Since it’s the bot’s job to trick Google into giving the post a higher ranking through word choice, that sometimes results in odd phrasing of sentences and strange structure of posts with no real point and don’t flow.
While Google isn’t perfect, it can find inconsistencies in patterns and flag writing styles it deems inhuman that could be a bot or spam. Representatives of the company have stated that content that is clearly AI-generated is against the rules and will be punished. For most, the repercussions are unknown although it most likely involves your website’s ranking and perhaps other means.
Since Google is the driving force behind most internet searches, you can bet that well-written content created by a good writer will always be at the forefront. Those who decide to let a robot do the work for them completely will not be able to crush their sales goals like they want and, eventually, will return once more to content writers. Real people doing a quality job will trump bots doing quick work every time.
AI Can’t Replicate The Human Emotion Behind Sales
Just like Google, humans can also spot the use of AI – usually even easier than Google. The lack of emotion and strange ways of stating ideas gives it away quickly. Ultimately, for many, your credibility is lost. Also, the emotional pull your customers need in order to buy is gone along with their trust in you and your business.
People are emotional creatures even when we think we are “being logical.” Studies show that we are more apt to buy through emotional pulls rather than a true logical decision. Pitches, email copy, and sales funnels all have an emotional tie. A list of facts about why someone should buy what you’re selling is most often not the way to convert readers into customers. Real people want to hear you tell your story behind your product or service. They don’t want to hear a chatbot’s version of anything.
AI cannot replace the human connection that sales needs, and it will never be able to encapsulate the human experience. Although we think we want automation, we are desperate for human connection. Even introverts need a few people in their lives and connection to others. Those companies or small businesses who decide to go the extra mile to incorporate this are the ones who will survive, or even thrive, through the next recession or economic crises.
AI Can’t Fact Check
If you have ever used one of these programs, you know that AI doesn’t know as much as you’d think. Even software like Jasper only has access to about 10% of the internet; therefore, any statistics, numbers, or other fun facts it spits out need to be checked by a writer anyway.
Those who are selling this software will tell you that this is not an issue. They will say that all you need to do is fact check, add some humanness, look over grammar and the structure of the entire article, and you are ready to publish. What they don’t say is that having to Google search each claim made by these programs more often than not leads to frustration and published work that is sloppy and unclear.
You still have to know how to edit, add human personality and emotion, and check your facts against what the bot has suggested, making it still very necessary to have a good writer using the software. Outsourcing to your 13 year old isn’t going to cut it just yet.
Hiring a writer to do this work for you is a smarter decision for your business as you will need writers and fact-checkers to come in behind and clean up the potential mess of words these bots create. This process takes just as much time as writing the post yourself.
Hire Credible Writers
What’s the way around this?
Hire writers who know what they’re doing. Credible writers may use programs as a tool to get their creativity flowing and find new ways to say things, but never to write a full article for your business. Review portfolios and samples of a writer’s work before hiring them to ensure you won’t get content back that looks like it was written by a robot who just learned English.
Find your content writers through LinkedIn, credible websites, or friends who have used them before, so you know you’re getting your money’s worth. Never agree to work with someone who you can’t verify that they are who they say they are, because the content you share is the lifeblood of your business. Make sure that those you hire respect that enough to keep your business out of trouble with Google and others.
While artificial intelligence software can be a great resource when used properly, the human experience is not one we can share with AI just yet. Until robots truly take over the world, humans and their work will always be Google’s priority.
Sources
Fountain, Claire, and Ashlea Hernandez. “Can Google Detect AI-Generated Content?” Don’t Do It Yourself, 9 Jan. 2023, https://ddiy.co/can-google-detect-ai-writing/#:~:text=Google%20can%20detect%20if%20something,quality%20of%20the%20content%20is