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Given the expansion of artificial intelligence (AI), I was inclined to attend an on-demand webinar that enlightened me on how AI is reshaping the arena of content creation. The US-based speaker has written a sequel to her bestseller, which spells out the formula to exceptional writing.

As I half-expected, the latest chatbot-like technology ChatGPT was within the scope of discussion. ChatGPT, in which the GPT stands for generative pre-trained transformer, goes beyond just answering questions like a typical chatbot as it can also come up with professional-looking graphics, translations and even help you organize and critique your points for your next PowerPoint presentation.

The OpenAI-powered ChatGPT will very likely mark the end of content creators, writers, marketers, managers and editors. Oh, really? Well, not so fast.

The speaker reminded that you’d want to be more careful about content management, especially with a massive amount of content generated. Editors for example will have yet another angle to consider in that they will spend more time thinking which parts to include or omit. In short, editors will have to use their judgment, creativity and logic to decide what, which and how much content to use.

The questions to ask, according to the speaker, should you decide to use what ChatGPT has presented you with are: how do these responses line up with the company’s brand voice? Will the company have a new opportunity to communicate, with ChatGPT, whilst maintaining the company’s brand voice?

As it has become much easier to gain access to content with fake news and copy-and-paste, the finer details in content creation cannot be overlooked. Photo captions or figure descriptions may seem trivial, but can be powerful enough to create a shift in perspective or evoke a particular response from a reader.

The ownership of a writer remains an important point of discussion, even in the era of information overload.  How human-like does your content sound? Does your content still retain a distinctive element that speaks of your writing style?

Customer connection was also a part of the webinar discussion where specifically there is a certain mindset that one generally has. For example, when first buying a product, a customer service representative/support staff will have high levels of energy. However, usually, the same cannot be said about the after-sales portion where there’s generally lower energy. In the realm of content writing, the speaker used the example of an AI writing assistant tool which also displays a writer’s tone – be it friendly, snappy or assertive.

Another highlight – despite your excitement in exploring new tools, you’d learn to be more responsible in terms of using AI tools. Not only do you wish to speed up your work but we also have to be mindful of inaccuracies or subtleties that a tool like ChatGPT may generate and not be able to detect.

At the end of the day, businesses have to stick to one crucial aspect: value creation. So instead of being busy creating more (boring) content, to make sure we’re not selling ourselves short, why not slow down to go faster?