Will ChatGPT Make Content Creation Jobs Disappear?

Two nights ago, as if by mental telepathy, my friend and colleague, Jeebs, called me and we suddenly launched into this 45-minute conversation about one of the hottest topics online and buzzy new tools today. I do not remember whether it was I who posed the question to him to explain to me how ChatGPT works in 10 seconds. He was able to simplify it enough to make both of us pause and chew on the pros and cons.

The skepticism creeped in and we started building on an argument around the future of work, of an education apocalypse and many other things. Because I said, let’s face it, this is almost the same sentiment I had 5 or 6 years ago when someone laughed at the way Canva democratized ‘design’ without the use of other (more sophisticated) graphics design software that require hours of user training. Look where Canva is now and how it has transformed the way people work.

Pros and Cons of ChatGPT

ChatGPT, also known as the Generative Pretrained Transformer, is a large language model developed by OpenAI. It is trained on a massive amount of text data, allowing it to generate highly realistic and coherent text. In this article, we will explore the pros and cons of using ChatGPT.

Pros:

• High level of language fluency: ChatGPT is trained on a massive amount of text data, allowing it to generate highly realistic and coherent text. This makes it useful for a wide range of natural language processing tasks such as text generation, language translation, and text summarization.
• Customizable: Because of its flexibility, it can be fine-tuned for a wide range of use cases, such as language translation, text summarization, and question answering.
• Cost-effective: ChatGPT is an open-source model that can be easily integrated into various applications, making it a cost-effective solution for many organizations.
• High-quality text generation: ChatGPT is able to generate high-quality, readable text, making it a valuable tool for content creation, as well as for research in natural language processing.

Cons:

• Limited understanding of context: it can struggle with understanding the context of a given input. For example, it may generate text that is factually incorrect or offensive.
• Limited understanding of common sense: ChatGPT is not capable of understanding common sense knowledge and reasoning, it can struggle with tasks that require such understanding such as answering questions that require background knowledge.
• Bias: it can perpetuate the biases present in the data it was trained on.
• Large computational resources: ChatGPT is a large model that requires a lot of computational resources to run, this can be a limiting factor for organizations with limited resources.

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DALL-E created this image. ‘An astronaut lounging in a tropical resort in space’

Content Creation and ChatGPT

While it is important to consider the potential impact of these technologies on the workforce, it is also important to remember that they can also be used to augment human capabilities and improve efficiency.

1. Content creation: ChatGPT can be used to generate high-quality, human-like text, which can be used for creating various types of content such as blog posts, videos, social media posts, product descriptions, and more. This can help digital marketing agencies save time and resources on content creation, and also help them to create more personalized and engaging content.

2. Chatbots: ChatGPT can be integrated into chatbots to improve their ability to understand and respond to customer inquiries. This can help digital marketing agencies provide better customer experience and also increase the efficiency of their chatbot systems.

3. SEO: ChatGPT can be used to generate meta-descriptions, titles, and other SEO-related text, which can help improve a website’s search engine rankings and drive more traffic. SEMRush published this article two years ago and it is still highly relevant: ‘GPT-3: How Will This Impact SEO and Content Marketing?‘

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4. Social Media: ChatGPT can be used to generate social media posts, captions, and comments, which can help digital marketing agencies save time and resources on social media moderation and overall management.

5. Email Marketing: ChatGPT can be used to generate email campaigns, newsletters, and other types of personalized email sequences.

6. Language understanding: ChatGPT can be used to understand and extract insights from the unstructured data generated by the customer interactions. Digital marketing agencies will be able to understand their customers better and create more effective campaigns.

Although language generation models have the potential to automate certain types of content creation, such as writing simple news articles, product descriptions, and social media posts, it is unlikely that these models will completely eliminate all jobs in the field of content creation within the next 5-10 years.

There are many tasks that require creativity and a deep understanding of human emotions and motivations that these models are not yet capable of performing.

Even if the technology is advanced enough to automate certain tasks and churn richer results and answers, there will still be a need for human editors and marketers to oversee the ‘big-picture’ thought process and improve outputs.

The 45-minute conversation ended up with both of us more curious than when we started. It didn’t become a he-said, she-said episode but we agreed that technology isn’t the enemy. How it is used to make giant leaps in the way we live and work definitely does. What a time to witness the jump and inevitable change! Definitely tuning in and learning more!