Anyone out there remember this Wendy’s ad campaign? I grew up between the US and Canada. Did it play both places? I don’t know.
Or maybe you’ve heard the saying “all sizzle, no steak”?
AI, ChatGPT and content generation got me thinking about it the other day.
In the marketing and communications world, there’s been a level of content snobbery when it comes to embracing AI as a tool. Content is creative and personal and human – how could technology possibly do the job? (It’s a valid point!)
And we still have some purists out there who would rather stick a fork in their eye than ask ChatGPT for help.
I’m NOT one of them.
I use it ALL. THE. TIME…for specific things.
I use Google Gemini as a brainstorming partner, available 24/7 with speed-of-light access to so much knowledge it makes the Library of Congress feel like a pamphlet.
Here’s what it’s good for …
Better ideas
- Getting started – from white page to something in seconds
- Expanding your case – looking for relatable examples, proof points, other ideas to strengthen your argument
- Playing devil’s advocate — ask AI to tell you all the reasons you’re wrong. Your final work will be better for it
Tighter copy
- AI is a great copy editor
- Make it shorter, sharper
- Change the tone
- You won’t get a better proofreader
Speed
- Do all of this faster than ever before
- Free up hours of time to focus on more value-add activities
Here’s what AI can’t do: It can’t be you.
Where’s the beef? Or, in this case, where’s the value?
It’s why anyone would want to hear from you in the first place.
It’s not to hear, read or listen to something they could have found with ChatGPT.
It’s to hear from you!
Your learning, your insight, your voice.
If you give that over to ChatGPT, just hit the cancel button on the whole thing. It’s not worth much.
I’ve been recording several podcast episodes with Lisa Larter, a fellow marketing agency owner, about how we use AI in business. We run the gamut — content, efficiency, tools and rules. Check it out; our first episode together comes out Monday!
