CHAT GPT: HOW TO USE IT AND WHAT TO BE AWARE OF
The New York Times called ChatGPT “the best artificial intelligence chatbot ever made available to the public”. Developed by OpenAI, this language model is capable of interacting with users in a conversational dialogue. The pre-trained text-generating transformer gained popularity among copywriters, marketers, and business owners. However, over time, users began to doubt the quality of the “stories” produced by the intelligent program.
What will be discussed
- What is ChatGPT?
- What can ChatGPT do?
- Why shouldn’t you use ChatGPT?
- Alternatives to ChatGPT
- How to properly communicate with ChatGPT?
- How to check if texts are generated by ChatGPT?
- How can ChatGPT be used in marketing and copywriting?
- The future of ChatGPT from OpenAI
- Conclusions
The release of the chatbot by OpenAI occurred in November 2022. Within just 2 months, the service had 100 million users. Everyone was amazed by the similarity of the content generated by the program to texts written by humans. This was attributed to the long and complex training process of the chatbot, which involved over 8 million documents, including Wikipedia articles, blogs, scientific materials, and books. Expert groups worked on improving the service, resulting in not just an intelligent robot but also a polite and knowledgeable virtual conversational partner.
Answering Common Questions about ChatGPT
The abbreviation GPT (short for “Generative Pre-trained Transformer”) stands for “generative pre-trained transformer”. It is an artificial intelligence system developed by OpenAI.
ChatGPT answers users’ questions by drawing information from its database. It can serve as an auxiliary tool for populating websites with text content, developing chatbots, writing instructions, and finding answers to various questions.
To ensure that communication with ChatGPT is useful and its responses are informative and objective, you should clearly and consistently formulate your questions, entering them in the “Send a message” field at the bottom of the service page. If you plan to use the chatbot’s responses for publications on a website or other resources, you should check, edit, and supplement the received text.
What is ChatGPT?
ChatGPT operates based on a deep neural network. This software architecture resembles the human brain in its structure. The model uses a certain fragment of text and tries to predict the next lexical item in the sequence.
Unlike many alternative tools, ChatGPT undergoes an additional training phase — “reinforcement learning with human feedback” (RLHF). The model’s adjustments are made based on prompts and ratings from reviewers, meaning human logical thinking is involved. This “liveliness” makes it more useful and popular compared to its predecessors.
“After the release of ChatGPT, OpenAI’s valuation grew to $29 billion. Just two months after its launch, the number of active users exceeded 100 million — such a short timeframe set a historic record among user programs.
On March 14, 2023, OpenAI introduced a new model — GPT-4, which became available to users of the paid ChatGPT Plus version. In this version, the chatbot can process not only text but also images”. — “ChatGPT”, Wikipedia
The interface looks clean and intuitive. At the top, we see which model is used in the free version (GPT-3.5) and which is blocked (paid version GPT-4). The left sidebar displays a list of dialogues, and there is a settings button at the bottom. At the top left and bottom of the page is the input field. This can be a question, a broad topic, or just 1-2 words. As with keyword selection and Google search, the rule here is: the clearer and more precise the query, the more relevant the response can be.
The program offers its own query suggestions, changing the topics for dialogue with each entry, for example:
- Help me study vocabulary for a college entrance exam.
- Brainstorm for emergency cases with birthdate and horoscope.
- Suggest ideas for my children’s creative projects.
- Plan a trip for a photo expedition to Iceland.
After the user inputs the topic of interest, the chat provides relevant information — unique, not copied from a specific website. For generating responses, the program uses its extensive database, and the text will be different if the identical query is entered again.
The AI research company OpenAI was founded in 2015 by a group of entrepreneurs and researchers, including Elon Musk and Sam Altman. Currently, OpenAI is supported by notable investors, including Microsoft. OpenAI developers also created DALL-E — an AI generator for converting text into art.
The key advantage of ChatGPT is its operation based on reinforcement learning with human feedback. Thanks to this technology, the program interacts with people in chat or messaging apps like a real conversational partner.
Based on the GPT-3 model from OpenAI, there are also neural models like DALL-E for generating images from text, CLIP for combining text and images, and Whisper for multilingual voice-to-text conversion.
In Ukraine, ChatGPT became available on February 18, 2023. The program does not operate in Ukrainian territories temporarily occupied by Russia.
“At the beginning of 2021, OpenAI was valued at $14 billion, and now its valuation exceeds $29 billion, making it one of the most valuable companies in the US. Thus, the popularity of ChatGPT and the correct marketing strategy have more than doubled the company’s valuation in less than two years!
It is forecasted that in 2023 OpenAI will generate $200 million in revenue and reach $1 billion by 2024”. — «20+ ChatGPT Statistics & Facts to Know in 2023», Shivbhadrasinh Gohil
Today, ChatGPT is a versatile assistant for text authors, marketers, programmers, and entrepreneurs. The chatbot writes articles and social media posts, generates programming codes, creates content plans, serves as a round-the-clock consultant in various fields, and even provides psychological support.
The neural network processes about 570 GB of text information, equivalent to 2.5 billion websites. The interaction with the chat really resembles a conversation rather than just a regular search for information. Such capabilities of the program have elicited mixed reactions across various fields. Internet marketing specialists are concerned that ChatGPT is capable of writing coherent text without human involvement.
There have been speculations about a potential conflict between copywriters and programmers with the program. However, the results of using the chatbot have shown that it can be an assistant, but certainly not a replacement for real experts and authors. Let’s consider the advantages and disadvantages of the GPT chat, as well as alternative tools and services for checking texts for the use of artificial intelligence.
What Can ChatGPT Do?
ChatGPT is constantly learning and improving. It uses reference pages, internet memes, programming languages, and prompts from specialists working to enhance the chatbot’s responses. When used correctly and moderately, this tool can assist with tasks, plan vacations, structure and summarize information.
Let’s look in more detail at the advantages of this neural network.
- Generates an unlimited number of unique rewrites of the same material. For the same query, users will receive two similar but not identical texts.
- Considers the chat history of a specific registered user, which allows it to continue conversations on familiar topics more smoothly, linking previous questions with new ones. Old chats can be reviewed or deleted.
- “Unlike most chatbots, ChatGPT remembers and takes into account all previous user interactions within a conversation, which, according to some journalists, allows it to be used as a personal therapist. To prevent hateful or offensive language from appearing in queries and responses, data is filtered through a moderation API, and potentially racist or sexist statements are rejected” — “ChatGPT“, Wikipedia
- Creates unique and readable texts that belong to the person who asked the question in the chat. This is important for copywriters, journalists, and writers.
- “According to the Content Policy and Terms of Use, you own the results you create using ChatGPT, including the right to reprint and sell products — regardless of whether the results were created using the free or paid plan.” — “What is ChatGPT?” , OpenAI blog
- Assists with editing, proofreading, paraphrasing, style correction, and more.
- Can translate from dozens of languages. It can concisely translate articles, speeches, and reports. For greater accuracy, it is advisable to provide prompts regarding which topics to highlight.
- A good tool for brainstorming ideas on any topic.
- Can assist in writing code, as it can transform functional descriptions into working code in dozens of programming languages and scripts.
- Is concise and “likes” specificity, which helps in describing complex topics in simple and brief language in some cases.
- Can write emails, and prepare drafts for commercial proposals, presentations, or speeches.
- Summarizes articles, podcasts, and other materials accurately.
Thanks to continuous corrections and improvements, the chat has almost learned tolerance and objectivity. Although the program does not understand irony or jokes, it responds to criticism and corrects its own mistakes.
Why You Should Avoid Using ChatGPT
Like any technology, ChatGPT has its drawbacks. It may produce inaccurate information, so it is important to only use texts generated by the chat that you can verify and ensure are free from factual errors. Here are the main disadvantages of OpenAI’s development:
- Generated lists and recommendations (such as books, movies, literature) often lack logic. The chat may overlook a world-famous author while including a lesser-known one in the list.
- ChatGPT’s knowledge base is limited to information up to September 2021. This means that if you want to learn about a company formed in 2022, the service will not be helpful. The same applies to news, events, and studies that gained prominence after October 2021.
- Poor understanding of professional jargon and terminology not present in academic publications, such as modern marketing definitions.
- The chat likes to fabricate. The percentage of false information depends on the topic, so caution is needed with factual data in areas where you are not well-informed. The program uses not only verified encyclopedic materials but also articles from unqualified authors.
- The chat cannot reproduce the author’s style or convey personal experience. It will not apply storytelling, describe an interesting case, or reveal a personal point of view.
- Reputational risks are also an important aspect to consider when using the chat. It might incorporate opinions from propagandist sources into its text, which could negatively affect your personal brand or company reputation after publishing an article or post.
- Grammatical errors and word repetitions. The chat usually presents information in a numbered list format. Each point may repeat the same parts of speech. Common issues include incorrect punctuation and the use of Russianisms.
- Using ChatGPT for programming can be potentially dangerous. There is a risk of creating non-functional code, and malicious actors might exploit this to create harmful programs.
- Chat responses may be superficial and not cover the essence of the topic. Sometimes this is sufficient for product descriptions or simple services, but for long-reads and professional blogs, general and overly concise information is not suitable.
- Lack of knowledge about data and events after 2021. This makes its use risky for online consulting services, especially in fields related to health and human life — such as law and medicine.
- The AI-based service generalizes and does not cite sources. Statistics presented by the chat may be unfounded, so you will still need to search for this data online to get explanations.
- The free version may operate slowly during peak hours and processes a limited number of queries per hour.
Remember that GPT chat relies on the data embedded in its database and does not have real-time internet access. Therefore, if you need current, up-to-date information, do not rely on this tool, even if the topic is not new. Many factors influence each phenomenon, so be cautious with serious social topics, discussions about politics, religion, etc.
The modern Google search algorithm is based on the E-E-A-T formula:
- Experience.
- Expertise.
- Authoritativeness.
- Trust.
For content entirely generated by artificial intelligence, there are issues with invented experience, factual errors, questionable authoritativeness, and lack of trust. This negatively affects page ranking and site promotion.
“In its Search Quality Evaluator Guidelines, Google explains that E-E-A-T content has a ‘high level of experience, expertise, authoritativeness, and trustworthiness.’ Google states that creating high-quality texts requires effort, originality, skill, and talent (this does not apply to content entirely created by AI).” — “What Is E-E-A-T?”, Neil Patel, co-founder of NP Digital
You can never guarantee that automatically generated content will be indexed after a search engine update. Google engineers have even stated that using ChatGPT violates company rules. Later, they clarified that this referred to the use of low-quality texts not reviewed by editors.
SEO specialists and website owners are most concerned about how search engines react to the use of content generated by chat. Search engines prefer texts written by copywriters rather than machines.
Alternatives to ChatGPT
The experimental chatbot Gemini (ex Bard), created by Google in 2022, is based on the LaMDA language model. It uses real-time internet data, is free, and generally works similarly to ChatGPT. Users can edit previous queries and restore chats.
The Copilot (ex Bing) powered by the GPT-4 language model, is only available to Microsoft Edge users, as it was developed by Microsoft (2023). Its icon is located next to the search field in the browser. An important advantage compared to ChatGPT and Bard is its ability to generate images.
Bing offers the choice of one of three writing styles — “More Creative”, “More Balanced”, “More Accurate”. This setting allows you to tailor the tool to your goals. For example, if you are writing a scientific paper, the “More Accurate” mode is optimal, while “More Creative” is suitable for emotional storytelling or artistic work.
On the home page, like on the ChatGPT site, the tool’s features are listed.
Let’s compare the quality of texts generated by three different systems. For example, I used the query “How to write an article about a company”. Based on the results of this small experiment, conclusions can be drawn about the quality of content generated by the three services.
ChatGPT
Writing an article about a company is an important way to share its history, activities, values, and achievements. Here are the steps that can help you create a meaningful and interesting article about a company:
- Choose a topic and title: Determine the main idea of the article and create a title that reflects its essence.
- Research the company: Familiarize yourself with the company’s history, founders, key events, and development stages. Research may include studying the company’s website, press releases, news articles, and other sources.
- Identify key aspects: Choose the main aspects you want to include in the article. These may include the company’s primary products or services, its mission, values, markets it operates in, technologies it uses, and more.
- Write the introduction: Introduce the reader to the article’s topic, discuss the general essence of the company, and its significance in the market.
- Expand on key aspects: Divide the article into sections dedicated to different aspects of the company, such as history, products/services, innovations, team, social responsibility, etc. In each section, provide detailed information about specific facts, examples, and achievements.
- Include information about the team: Discuss key employees, leadership, their roles, and contributions to the company’s development.
- Support with figures and facts: Use statistics, numbers, and facts to support your claims. For example, you can mention the number of customers, revenue size, market presence, number of employees, etc.
- Highlight unique features: Explain what makes your company special or unique in the market. This could include innovative approaches, awards, industry recognition, etc.
- Summarize and give your opinion: Conclude the article by summarizing the company’s importance and its contribution to the industry. You can also express your opinion about the company and its future.
- Edit and proofread: After writing, check the article for spelling and grammatical errors. It is important that the article is clear and easy to read.
- Add photos: If possible, add quality photos of the company, products, employees, etc., to make the article more visual.
- Publish: Publish the article on the appropriate website, blog, or magazine where you plan to share the material.
Remember that the article should be objective, accurate, and informative. Use your writing skills to engage readers and showcase the uniqueness and value of the company discussed.
Bard
Here are the steps to write an article about a company:
- Do your research. Before you start writing the article, it is important to research the company. This includes studying its history, products or services, and target audience. You can find this information on the company’s website, in its press releases, and other sources.
- Create an article outline. After completing your research, it is important to create an outline. This will help you stay focused and ensure your article is well-structured. Your outline may include the following sections:
- Introduction: In this section, you should introduce the company and its products or services.
- Main Body: In this part, you should provide more details about the company, its products or services, and its target audience.
- Conclusion: In this section, summarize the key points of the article and encourage readers to learn more about the company.
- Write the article. Once you have an outline, you can start writing the article. Remember that your article should be well-written, informative, and engaging. Use clear and understandable language, and avoid technical terms that may be unfamiliar to your target audience.
- Proofread the article. Before publishing the article, it is important to check it for errors. You can do this yourself or hire an editor to help you find and correct any mistakes.
- Publish the article. After proofreading, you can publish the article on your website or another online platform. You can also submit the article to a newspaper or magazine for publication.
Here are a few additional tips for writing an article about a company:
- Use strong verbs and clear descriptions.
- Create unique and interesting headlines and subheadings.
- Use images and videos to make the article more visually appealing.
- Encourage readers to share the article on social media.
Bing
Hello, this is Bing. I can help you write an article about a company. Here are some tips I found:
- Start early. Do your research in advance. Don’t wait until the last minute to write your article.
- Make a list of topics you want to write about before you start writing. This will help you find what interests you. If you’re writing an article for your company, discuss ideas with the rest of your team to see which topic might interest potential clients.
- Search online. An organization’s online presence can reveal a lot about their branding and provide a starting point. Find their website, social media, blogs, reviews, and more.
- Draft the article with news stories and screenshots with data as evidence — to present it to an editor or journalist. Use relevant sources to support your opinions and points.
If you need additional help, I can provide some examples of company articles. Would you like that?
ChatGPT
The text is informative and contains few grammatical errors, although there is a recurring punctuation mistake — using a capital letter after a colon. The majority is in a numbered list format. It includes an introduction and conclusion, making the article useful and easy to read.
Bard
Offers less explanation on how to use the tips from the list. The structure somewhat differs from ChatGPT’s text: it includes subpoints and an additional list of tips. There is no introduction or conclusion.
Bing
Offers to provide examples of company articles but does not generate the required information on request. The list points are hard to call informative, although they include references to sources. There is a lot of repetition and grammatical errors — additional negative features of content generated by Bing.
ChatGPT excels in analyzing data. It can create a comprehensive article or speech outline with an introduction and conclusion. Google Bard is good at finding factual and up-to-date information in real-time and is not far behind ChatGPT in terms of informativeness. Bing Chat, however, requires significant improvements, as its responses often contain a lot of “filler”, numerous repetitions, and unnecessary references.
Other Alternatives
There are many other services with functionality similar to ChatGPT, such as Grammarly, Claude, Revord, Open Assistant, Perplexity and others. AI labs are competing and improving their developments, but regardless of which text generation tool you choose, it is important to learn how to interact properly with the chatbot.
How to Communicate Effectively with GPT Chat
If you do not need high-speed performance and advanced functionality, the free version of the chat is sufficient. To start using it, you need to register on the website chat.openai.com/auth/login.
To chat from a smartphone, download the iOS app. The free version of the chatbot, based on the GPT-3.5 model, has limitations on server capacity. The paid ChatGPT Plus version, based on the more advanced GPT-4 model, costs $20 per month. It offers customer support and responds to queries much faster.
Additional ways to access the chat include via the OpenAI API, third-party services such as the Poe app, or through your own account on labs.openai.com or beta.openai.com. You can create a new account on chat.openai.com or log in using Google or Microsoft accounts.
Here is a list of tips on how to get the most out of interacting with the chat.
Tips for Communicating with Chat GPT
- Formulate your questions or requests clearly and consistently so that the service correctly understands the query and does not generate unnecessary information.
- Use artificial intelligence only for the initial preparation of an article, book, research paper, etc. Generated responses do not contain unique experience or signs of authorial style and may include incorrect facts, so editing and additional input are necessary.
- If you find a response incorrect, please report it using the “thumbs down” button.
- Do not share confidential information with the chat. All dialogues are transmitted to the ChatGPT database for analysis by AI trainers and to improve content quality.
- Do not use chat responses in your publications if the topic is entirely new to you. You can only trust the program when you can verify the results and correct factual errors.
- If you decide to use the chatbot for writing a large article, sequentially specify individual points of the plan in the query field rather than a general topic. The narrower and more precise the query, the more useful the information the service will provide.
Despite how well you can verify the AI-generated text, avoid overusing it and filling your site with artificially generated articles. Firstly, this may negatively affect site promotion and even lead to temporary banning by search engines. Secondly, copywriters should consider that clients can easily check for AI use in texts. There are several services for this purpose.
How to check if texts are generated by ChatGPT?
If you’ve used ChatGPT even a few times, distinguishing an AI-generated text from an authorial one won’t be too difficult. AI responses are often similar in structure, frequently containing numbered lists, with each point consisting of titles and explanations. In every small paragraph, the same sentence starter or other fragments of it may be used repeatedly: the chatbot doesn’t pay much attention to synonym selection or LSI keywords.
If you need to ensure that the text was created by a human and not a bot, use several AI-detection services. It’s impossible to determine the origin of content with just one such tool, as they often make mistakes and fail to recognize the “signature” of AI. For comparative analysis of several of these services, I tried to check the text generated by the chatbot titled “How to Write an Article about a Company” using various tools.
GPTZero
The system detects AI models like ChatGPT, GPT-4, BARD, Llama, and others. The interface is very user-friendly, requiring no registration. You can either copy and paste the text or upload a file. During my test, the tool detected 100% of the artificially generated content out of the 100% input provided.
OpenAI
This AI detector was created by the developers of the ChatGPT language model. I was hoping for high accuracy, but the result was surprising: the service recognized 52.63% of the text as “fake,” meaning artificially generated.
Smodin
The AI content detector divides the text into groups and highlights likely AI-generated content within each. Some sentences were identified as 100% AI-generated, making this service the most effective of all those I have reviewed.
AI Detector
The service’s website claims a 98% accuracy rate. However, the text generated by an AI that I provided was rated as 100% resembling human-written content.
Writer
Analyzing a fragment of text in English using the Writer service, I also received an unreasonably high rating—”human-generated content.”
Nearly all AI detection programs and applications follow a similar algorithm based on analyzing short text fragments, often referred to as shingles. This method has its limitations and can lead to errors, particularly when processing formal text elements (like introductions or conclusions), encyclopedic content, scientific materials, and simple lists.
A permissible AI usage threshold is generally considered to be up to 5%. It’s better to check larger articles in sections. However, remember that AI detectors may misinterpret short fragments of less than 100 words.
Only human professionals can effectively counter AI-generated content. Therefore, the best way to verify texts for AI content is through proofreading by editors, who can spot typical mistakes, repetitions, and other signs of AI “assistance.”
How to Use ChatGPT in Marketing and Copywriting
ChatGPT is ideal for creating descriptions of various phenomena and objects. With moderate and professional use, the service can become a valuable assistant for a copywriter or business owner who manages their own website or social media pages. However, the OpenAI chatbot can be used for more than just text writing.
- LSI Keyword Gathering (Latent Semantic Indexing)
- Classification of Keywords by Search Intent
- Building Keyword Clusters
- Brainstorming for Interesting Topics
- Finding Questions for FAQ Pages or Relevant Sections on Landing Pages
- Creating Information Product Plans
- Preparing Headlines and Meta Descriptions
- Searching and Correcting Grammar Errors
- Rephrasing to Avoid Plagiarism
- Creating SEO-Optimized Descriptions for YouTube
- Finding Web Resources on Relevant Topics
- Preparing Descriptions for Pinterest Pins
- Content and Strategy for Email Marketing
- Developing Lead Magnets
- Choosing Unique Selling Propositions for Business
- Writing Calls to Action (CTA)
- Generating Names for New Businesses or Products
- Writing Reviews, Abstracts, Presentations
- Creating Content Plans
There are many ways to enhance results and save time with ChatGPT. What can you trust artificial intelligence with?
- Finding New Keyword Ideas Based on a Base Word
- Finding Long-Tail Queries
ChatGPT can generate a list of original topics with descriptors, such as those related to personal brand promotion on Instagram.
“Creating Content for Instagram Stories and IGTV:
How to create engaging and interesting content for Instagram Stories and IGTV? What formats can be effective for communicating with your audience in these sections of the platform?
Creating Creative Content:
How to create original and creative content for Instagram? How to use photos, videos, graphics, and other elements to create striking and interesting posts?“
Using ChatGPT for LSI Keyword Gathering and More
For a query like “Generate a list of LSI terms related to the topic ‘Nutrition for Pregnant Women’”, the chat responds with a list of keywords associated with the main phrase. These keywords can be used as subheadings, providing new ideas for the article.
Keyword Classification by Search Intent
For demonstration, the following keywords were used: “bride’s flowers, where to buy a wedding bouquet, what should a wedding bouquet be like, exotic flowers in New York, anemone with roses price, how to choose a bouquet for the bride, boutonnière for the groom, flowers for wedding decor, floral salon New York, buy boutonnière, order bouquet with delivery”.
The query was: “Classify the following set of keywords by search intent in a table (informational, commercial, and transactional) <list of keywords>”.
Building Keyword Clusters
Query: “Use this list of keywords and create content clusters:<list of keywords>”.
Brainstorming for Interesting Topics
For example: “Generate 10 content ideas related to <personal brand of a psychotherapist>”.
Finding Questions for FAQ Pages or Relevant Sections on Landing Pages
Query: “Create a list of frequently asked questions for a webpage on <topic name>”.
Creating an Information Product Plan
Query: “Create a content plan for <Creating a Language Online Course>”.
The chatbot’s response is impressive: it provides a comprehensive program for the course, including topics and subtopics—from the introduction to the final module. The plan is versatile and can be adapted to any language and adjusted based on the specifics of the training.
Preparing Headlines and Meta Descriptions
Query: “Generate a meta description of no more than 155 characters for a webpage on <topic details>”.
Searching and Correcting Grammar Errors
Query: “Check the grammar of the following content <content>”.
Rephrasing to Avoid Plagiarism
Query: “Rephrase the text <content>”.
Creating SEO-Optimized Descriptions for YouTube
Query: “Write a description for a YouTube video about <description here>”.
Finding Web Resources on Relevant Topics
Preparing Descriptions for Pinterest Pins
Query: “Write a description for a Pinterest pin for <title>”.
Other Uses
- Writing informational and commercial emails, developing an email marketing strategy.
- Creating lead magnets for a brand or individual project.
- Choosing unique selling propositions for a business.
- Writing calls to action (CTA).
- Generating names for branding.
- Writing reviews, abstract plans for speeches, and business or scientific presentations.
- Creating a content plan for a blog or social media.
ChatGPT will be useful not only for content creators but also for specialists working in technical SEO. It can create schema markup for FAQs, robots.txt rules, .htaccess rewrite rules, static XML sitemaps, and generate HTML codes and RegEx for Google Search Console. However, when it comes to programming and website optimization, using the chatbot requires even more caution than text writing. Remember that AI regularly makes mistakes, and ensure that no material or product is released without thorough testing and final checks by specialists.
Expert Commentary
When ChatGPT first appeared, marketers thought that the chatbot might replace copywriters. However, it turned out that it doesn’t replace them but rather complements and simplifies information research.
The ability to train AI on an internal knowledge base is well-suited for work in the corporate sector, such as with support departments, especially in areas where access to confidential information is not required.
Questions and recommendations such as: “nearest ATM”, “internet not working”, or “recharge mobile” allow the corporate sector to automate part of the responses through ChatGPT and engage specialized professionals for more customized queries.
Mid-level specialists or those in specific fields generally have little to worry about in most areas, while beginners face an increasingly difficult entry threshold.
It’s good that Google and Microsoft have joined in; competition improves quality and drives progress.
At present, ChatGPT is suitable for small-scale research with mandatory verification of evidence, especially if you train it yourself. For everyday questions, the database is somewhat outdated. For tasks like choosing an iPad, Google performs better.
The Future of ChatGPT from OpenAI
With its algorithms, Google is capable of assessing how well-written content is and distinguishing between texts written by humans and those generated by artificial intelligence. The search engine primarily focuses on fragments that lack meaning for readers but contain keywords. Content created using stochastic models and sequences undergoes careful scrutiny.
The advancement of Google’s technology concerns not only ChatGPT enthusiasts who prefer quick content but also rewriters. Articles created from excerpts copied from various web resources may also be considered by search engines as AI-generated. This includes issues such as overuse of synonyms and repetitive phrases. Therefore, attention to the uniqueness and value of articles remains crucial. How Google perceives ChatGPT depends on the quality of the text processing done by the copywriter or editor.
“John Mueller, Google’s search advocate, confirmed that Google views all content created by AI as spam. He explained that using machine learning tools to create content is akin to tricks like translation, word rearrangement, synonym selection, and other similar tactics. He also confirmed that Google will apply manual penalties for AI-generated content.” — “Can Google detect AI-Generated Content?”, Jon Gillham
Even OpenAI specialists acknowledge the imperfection of AI and its potential to harm website search optimization. A special marking system is expected to be developed to help users distinguish between texts written by neural networks and original authored articles. In turn, search engines will impose sanctions on automatically generated materials.
The analytical company Gartner, in its 2023 forecasts, identified misinformation from the use of AI as a key issue for marketers. Experts believe that by 2027, a special content authenticity verification function will be implemented to detect both AI-generated texts and low-quality articles by human authors with unreliable data.
In the summer of 2023, the popularity of the service sharply declined. Many educational institutions banned the use of ChatGPT by their staff, students, and pupils. Several organizations and companies also officially ceased using the chatbot in their operations.
Certainly, AI-generated content will continue to appear on web pages. However, to ensure ethical use, text generators should not be used to quickly produce work in place of specialists but rather to improve articles and other materials and simplify the work of professional authors.
Expert Opinion on ChatGPT
As noted repeatedly, the chatbot has issues with logic and grammar. I believe this is due to the weak training base in Ukrainian, as, unfortunately, the Russian base is likely larger. Some of our clients generated texts in Russian and then translated them into Ukrainian for this reason. Others bought the paid version, which had fewer mistakes.
Search engines do not fully understand that a text is generated by artificial intelligence, but they can still evaluate it lower than text written by a philologist or a well-read person. This is due to vocabulary, use of idioms, metaphors, or epithets. Moreover, while the chatbot rarely makes mistakes (especially in English), this can also indicate an artificial text, as humans always have some imperfections. To give the impression of a work by a real person, it might be worth adding a few typos.
You know, the hype around the chatbot is gradually subsiding, but it is still becoming a deeper part of our lives. I would compare it to the invention of the calculator (mathematicians didn’t disappear, but the ability to quickly calculate in your head is still valued), cinema (theaters haven’t disappeared; fewer are being built, but it’s still a popular entertainment). The best comparison for the chatbot is the mobile photography market: while smartphones were fighting over megapixels, DSLR and mirrorless cameras did not lose in sales. Yes, mobile cameras have taken a piece of the market, but the demand for professional photography remains high.
I would recommend using the chatbot to generate text that no one will read—such text is needed very little. Maybe some templates for legal documents or finding inspiration for your content.
People do not like to read texts not written by other people; I would go further—people do not like to read texts by people who have long been dead (yes, we read famous classics because of school programs and a certain degree of snobbery, occasionally curiosity). So think carefully about why you need artificially generated texts and don’t torture your audience.
ChatGPT is a great tool in the hands of a programmer: it can help name functions, for example. ChatGPT is a great tool in the hands of a philologist, who can adapt the text, add a bit of spice and curry salt. But it’s just a tool, and the likelihood of it replacing a human is beyond a few decades.
Conclusions
ChatGPT is an AI chatbot created by OpenAI based on the GPT-3.5 (free) and GPT-4 (paid) language models. It uses a given text fragment and sequentially predicts subsequent lexemes, creating readable and informative text. It can also address various marketing and SEO tasks.
Thanks to “reinforcement learning with human feedback”, the chatbot distinguishes itself from competitors by its quick response to user feedback and ongoing improvement. However, it is important to remember that ChatGPT’s knowledge base is limited to information available up to September 2021.
While the program can engage in interesting dialogues, write rewrites, and perform many other tasks, it often makes up information, generalizes, and makes factual and grammatical errors. Publishing results copied from the chat on a website may worsen page rankings. Several services can detect content created using ChatGPT.
It is quite feasible and advisable to use artificial intelligence in professional activities related to website content and advertising, provided that the majority of core tasks are consistently handled by human experts.
