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Since ChatGPT was released, there has been a great deal of discussion about how it and other Open AI applications will impact marketing. The conversation touches on several ideas I have shared in recent blogs—especially how abundant content does not necessarily mean persuasive content. To sum up the main points of the last few blogs in one sentence: markets will reward companies that can teach the most unique, relevant and hel ...

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Ellen Thompson To oversimplify it, AI uses statistic models to determine what words should belong together. By definition, it's not creating new and original ideas. And as we saw in Stacey Feeney's post, the text it creates lacks the depth and finesse of engaging writing. I agree with your assessment that's going to be game changing because it will speed up the creation of original content. It will help us get past writer's block, make it easier to get going, and free up time for us to think of more great insights to include in those pieces. I'm all for this. But keep in mind if you are using Open AI to churn out blog posts to boost SEO, don't bother. While Google acknowledges we've been using language generation tools forever, it's against its spam policies to use it to manipulate rankings. Long story short, use it as a writing assistant, not a substitute. You'll find Google's guidance on AI content here: developers.google.com/search/blog/2023/02/google-s…

Dom Beveridge Really good points Ellen - that last one especially. It's an assistant not a replacement - as I said it does the *verb,* writing (ie the mechanical thing where you turn ideas into final copy), but the *noun,* writing is a collaboration between human and machine.

Here's another thing that I'm getting increasingly skeptical about: A lot of marketing blogs, etc are talking about how OpenAI can research topics and speed up eg the research that a marketer might do when they're trying to understand a topic for a blog that they want to write. It's true that the AI can do that, but it seems to me that if you can ask the AI to summarize knowledge on a given topic and it can do so immediately, I don't see what value there will be in creating blogs like that. If it's as easy to ask the AI to write a 700 word precis of eg the best book on a topic, why would you want to search for an article written by somebody else who doesn't understand the subject anything like as well? Today people churn out... Show more

Really good points Ellen - that last one especially. It's an assistant not a replacement - as I said it does the *verb,* writing (ie the mechanical thing where you turn ideas into final copy), but the *noun,* writing is a collaboration between human and machine.

Here's another thing that I'm getting increasingly skeptical about: A lot of marketing blogs, etc are talking about how OpenAI can research topics and speed up eg the research that a marketer might do when they're trying to understand a topic for a blog that they want to write. It's true that the AI can do that, but it seems to me that if you can ask the AI to summarize knowledge on a given topic and it can do so immediately, I don't see what value there will be in creating blogs like that. If it's as easy to ask the AI to write a 700 word precis of eg the best book on a topic, why would you want to search for an article written by somebody else who doesn't understand the subject anything like as well?  Today people churn out blogs for SEO purposes, but is searching for generic articles going to be a thing for much longer? I definitely see people seeking out original stuff (or getting AI to do it for them), but why search for derivative work when you can produce it instantly to your own spec?

One of the big things in this year's 20 for 20 is the idea that most people are still thinking of AI in terms of how it does tasks that they are familiar with. I think are underestimating how it's going to make many familiar tasks obsolete.

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