At school, I realized the fundamentals of fine writing — hold it quick, concise, and grammatically appropriate.
By that definition, AI-written content material ought to be good, proper? But, after I mess around with instruments like ChatGPT, I discover a couple of pink flags.
Certain, it is grammatically appropriate, however it provides off critical “company communicate” vibes. It follows a logical sequence, however it usually goes on prolonged tangents. And whereas its responses could also be correct, it usually lacks a novel perspective.
This is not to counsel AI-written content material is inherently unhealthy. However for those who plan to leverage AI for content material creation, it is essential to know the place it falls quick, and find out how to repair it.
4 Indicators It Was Written by AI
1. It is not skimmable.
As a author, it is good to think about that folks cling on to each phrase I write. The fact, nonetheless, is way completely different.
Gone are the times of leisurely studying the newspaper on the breakfast desk. Within the digital age, individuals need data, and so they need it rapidly.
However for those who’ve ever tinkered with an AI-writing software, you might discover it hasn’t mastered the artwork of brevity. For instance, after I ask ChatGPT to put in writing an intro for an article on find out how to write higher headlines, it generates the next:
This intro is not essentially unhealthy, however it’s a tad wordy and much too lengthy. Now examine it to a weblog put up from Neil Patel on the identical matter:
See the distinction?
Patel begins with an interesting query, instantly piquing our curiosity. He additionally writes briefly, one or two-sentence paragraphs. Each these methods make content material simpler to skim and take in.
2. It is lacking experience.
Which article would you slightly learn: “Find out how to Go Viral on TikTok” or “How To Go Viral on TikTok, From 3 Creators Who’ve Achieved It”?
I am prepared to guess the latter. That is the ability of experience — it immediately elevates any piece of content material with real-world expertise.
The issue? AI would not have any expertise.
As Kaitlin Milliken, HubSpot Weblog’s Program Supervisor & Content material Editor, places it, “AI chatbots repackage data that we have heard one million occasions earlier than. When you’re in search of a recent perspective, you will need to attain out to a human skilled.”
She provides, “Specialists have entry to the most recent traits and newer knowledge than AI. Plus, they’ll pull from their real-world expertise. If there is a distinctive strategy to clear up an issue or strategy a scenario, nothing compares to listening to from individuals who have lived by means of it.”
Apart from being an skilled (or consulting one), you may weave experience into your content material in different methods.
As an example, right here at HubSpot, lots of our articles embrace real-world examples, unique knowledge, and “professional suggestions.” These parts not solely improve the credibility of our content material but in addition pack extra worth for the reader.
3. It is outdated.
Once I requested ChatGPT to put in writing an article about BeReal, a well-liked photo-sharing app that launched in late 2021, right here was its response:
This is not only a ChatGPT downside; all AI chatbots have data cut-offs. When you use AI to put in writing about subjects outdoors its scope, you threat producing outdated or irrelevant content material.
Plus, when you think about that solely 45% of execs consider they’d have the ability to inform if ChatGPT gave them flawed data, it creates loads of room for error.
For Clint Fontanella, HubSpot Weblog Supervisor, one workaround is to make use of AI to summarize analysis, not search it out.
He instructed me, “Whenever you need AI to put in writing about knowledge that’s outdoors its database, my advice is to repeat content material from an current on-line supply and ask it to summarize and rewrite within the type of your selecting.”
As for Milliken, she provides a fact-checking step into her modifying course of. In her personal phrases: “Earlier than you publish something written with AI, fact-checking is crucial. If AI references a sure enterprise or particular person, be sure you double-check and see in the event that they nonetheless exist. ChatGPT can get these particulars flawed.”
4. It sounds generic or bland.
“The primary time I ask AI to put in writing something for me, it normally provides me essentially the most company, templated response you may consider. One thing that is tremendous impartial and feels like a robotic wrote it,” Fontanella instructed me.
That is relatable for a lot of AI customers, myself included. For instance, after I ask ChatGPT to “sound extra participating,” it usually writes in its signature corporate-y type, however with double the exclamation factors.
For Fontanella, the secret is tinkering with completely different styling prompts till you land on an output you want (e.g., “Sound extra lighthearted” or “Write within the tone of a HubSpot author”). Nevertheless, as he additionally factors out, this is not all the time an ideal answer. You continue to have to do some editorial heavy lifting earlier than taking your content material throughout the end line.
This might imply including humor, injecting private anecdotes, referencing popular culture, forming a novel opinion, or adopting a sure perspective. On this approach, you are utilizing AI as a basis to construct upon.
In Fontanella’s personal phrases: “Normally, AI cannot write a bit that is on par with our customary of content material. Nevertheless, it could actually positively write a couple of good sentences right here and there that may be the inspiration of your argument or paragraph. I extremely advocate cherry-picking sentences from paragraphs that you simply like after which rewriting the paragraph round that sentence.”
Again to You
AI gives a wholly new strategy to create content material, however it is not with out its limitations. This does not imply you need to keep clear of those instruments. Nevertheless, it is best to leverage them as writing assistants, not as precise writers.
As a writing assistant, AI can suggest new concepts and angles, gather and summarize data, rephrase content material, and generate primary outlines, which you’ll be able to then elevate together with your creativity, experience, and perspective.