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Beyond the Prompt: Is There a Place for Generative AI in Customer-Specific Content

Quality Content That Matters

As communications departments struggle to find a place for generative AI within their marketing stack, wrestling with its use in the creation of content is a challenge.

Perhaps the most daunting is the legal ramifications of publishing content created with tools like ChatGPT and the risks of copyright infringement and more. 

But beyond the legal issues is whether generative content is appropriate for content specifically created for a defined customer. This type of content can include direct emails, executive summaries, and presentations, to name just a few. 

While writing this article, I came across a blog article written and published by a well-respected content marketing agency. In the article, the writer praised the emails created for a specific client using ChatGPT. There were examples of the emails created (requiring a successive number of revisions through prompts). Here's the article if you'd like to see for yourself the examples of emails created.

Personally, I wonder if there is truly value in using an AI tool to write emails. I mean, if it requires feeding the tool with in-depth information about the potential client's challenges and the company's solution, isn't the hard work already done? 

I would argue that if a company has a good set of proven email templates and integrates the unique challenges and offers into them, you'll have a more successful campaign. 

And here's why (in my humble opinion) the overall tone and words may not sound much different from every email sent out (even by your competitors!). And not reflect the tone and style of your company. 

Like any new technology, overindulgence (as in anything) can quickly be more harmful than good.

As departments and teams enjoy the outward ease of creating "seemingly" coherent content using generative AI, the likelihood that these tools can grasp complex and intricate nuances is not there, yet. 

Excellence in writing is much larger than placing words on a page. It takes a lifetime of practice, commitment to the art, and, above all, passion and curiosity to go beyond what's been written.

So, here's the question: Is ChatGPT curious? Can "it" ask good questions? Can it dig for information not readily available on the internet? Read the latest news? 

I have no definitive answer, but I would like to think no. 

For writers, on a whole, curiosity is what unites us, along with questioning everything and taking nothing at face value.

Make no mistake: technology is a good thing. Writers rely on it daily, especially now. 

Very few, I imagine, would forgo their smartphone and laptop for a clunky typewriter and fixed phone. But with any technology, when its usage isn't wholeheartedly understood, it's probably best to take cautious baby steps.

This is especially true for customer-specific content, which includes case studies, bid proposals, and, as mentioned above, email marketing (even though CRM tools now toot their ability to create revenue-generating emails). 

In talking with fellow writers, we're confident our work will be even more valuable as companies begin to understand the limitations of generative AI in content creation.

In the meantime, be unique. Remember, quality content that truly and uniquely resonates with your audience will stand out. 


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