How You Should Use AI Writing Tools

AI can write your articles for you, and does for millions of content marketers and copywriters around the world. Let’s face it – it’s so much easier to sit in front of ChatGPT than doing the research and writing yourself.

In fact, ChatGPT is so efficient you won’t have time for a quick cup of coffee or that Zoom meeting you planned to squeeze in while not writing.

And thanks to ChatGPT, all the world’s blog posts, sales collateral, LinkedIn updates and video scripts are instantly available, everywhere you look. But are they actually any good? Do they resonate? Do they teach you something new?

Think about what you’ve read over the past week – have any of these posts or emails stood out? If so, chances are they were not written by ChatGPT.

Understanding AI Content Generation

So while AI can generate a broad spectrum of content and more marketers turn to it for content creation, the risk of producing mundane, generic content increases. Why is this? Let’s start with the ghostwriter itself, ChatGPT. 

What is Chat GPT

LLM stands for Large Language Model, and it’s designed to understand and generate human-like text. ChatGPT is one of many LLMs. 

It’s trained on vast amounts of data from books, articles, and websites, which helps it learn patterns and relationships between words and phrases.

However, despite its capabilities, it has limitations. Ever asked ChatGPT to analyse an online article with just the URL? Or asked it to generate a neat chart for an Excel document? You may as well do it yourself! If you’re writing a lengthy proposal, be prepared to be patient as it can choke on those last few paragraphs. But the critical issue is its ability to generate biased or inaccurate content which can be harmful (ChatGPT agrees, read about it here: OpenAI’s FAQs on ChatGPT.)

Humans still have the advantage over AI for content creation, and here’s why:

Which is Better: Human or AI?

1. Empathy and Emotional Intelligence: Humans can perceive and respond to emotions, making them better at creating engaging and relatable content. You just have to look at how quickly YouTube subscriptions have grown to know that audiences are looking for emotional connections, and finding them through personalities on YouTube channels.  
2. Creativity: While AI can mimic creative processes, humans have to generate original ideas in the first place. Call it creative theft or a giant content cyber-scrapyard, AI is sponging off the best of us. 
3. Nuance: We can detect and understand subtle details in language and culture, adding depth and context to our content.  Without this, we end up in a sea of boring, because AI cannot read our minds, let alone our micro-expressions. 
4. Personal Touch: Our unique styles and voices make content more engaging and memorable, something AI struggles with. Do you remember a teacher at school who made a positive impact on you? That’s the personal touch. Good content marketing should have a similar effect. 

That said, we did a little digging and found these AI writing tools that won’t waste your time if you use them strategically:

• ChatGPT: For general conversation, writing assistance, and problem-solving.
• Claude AI: Claude’s language model offers nuanced responses and tackles complex tasks.
• Gemini: This is Google’s multimodal AI system for understanding and generating text, images, and code.
• Fathom AI: Video analysis tool for extracting insights and key moments from video content.
• Otter AI: Super accurate real-time note-taking and transcription assistant for meetings and conversations.
• Opus Pro Video Editor: Under pressure to publish your company’s latest video? Check out Opus Pro for AI-powered post-production.  

But wait, there’s more! For a really useful list of AI/tools, check out:

• Arc Browser: Web browsing with productivity features.
• Perplexity: Intelligent searching with clear answers.
• Notion: A workspace platform for collaboration.
• Missive: Tame your team with a simplified email. 

Use AI to enhance your creativity, not as a crutch.  Incorporate your voice, style, and personal insights to create much more interesting content that stands out on someone’s social media feed. 

By blending AI capabilities with those human gifts of creativity and empathy, you can produce content that will actually land with your audience. 

So it’s really not an either-or decision – but rather learning to use it in a way that makes sense for the task at hand.

Jason Bagley Founder, Growth Experts

I'm a business builder, the founder of Growth Experts, sometimes public speaker, and a member of the Entrepreneurs’ Organization. Mostly though, I’m just a dad to Eva & Cruz and a husband to Karina.