ChatGPT has people talking. Short for “chat generative pre-trained transformer,” ChatGPT is a chatbot that uses AI technology and natural language processing to create human-like copy and answer questions and prompts. It can compose a letter, debug code, solve a tricky math problem and offer relationship advice. Unlike traditional search engines that organize information and serve up links for further reading, ChatGPT takes the next step of explaining concepts, generating thought-starters, and drafting content.
ChatGPT’s ability to quickly parse through information and write about it in a conversational way has taken the world by storm. Experts worry that people will use it to flood social media with fake news, or bury politicians with letters that sound authentic. Students have already used it to cheat on essays – forcing Seattle and New York school systems to ban it from classrooms. Even Elon Musk called it “scary good.” But, unless you’re a competitor in the search engine business, there isn’t much to fear when it comes to ChatGPT. This includes you too, PR people – this bot is not coming for your job. Here’s some reasons why you can relax.
People are not easily replaceable.
For starters, we need to remember that technological advancements exist to remove or simplify repetitive, time-consuming, labor-intensive and tedious tasks. Consider that the printing press replaced handwriting – not writers. Calculators made math faster but didn’t replace mathematicians. No plane with autopilot can fly without a pilot. Technology is a tool that humans can wield. There isn’t a substitute for human creativity, communication, collaboration, decision-making or even problem-solving, which means there isn’t a replacement for you. Viewing ChatGPT (and all technology) as a tool that serves you and not the other way around is a better use of your time and attention. .
ChatGPT has some issues.
There are obvious weaknesses to exclusively relying on ChatGPT. It pulls from existing resources to create its responses. Nothing it writes or produces is truly original. So unless you want all the press releases, statements or op-eds you create to sound the same, you should not use ChatGPT as your one-stop shop for writing content because it can’t come up with something that’s unique and one-of-kind. You also risk being guilty of passing work off as your own that you didn’t write, which is AI plagiarism.
The tool also can’t be trusted to spout accurate information – including trivia questions and biographical information. The setback is so profound and common that the creators have put a disclaimer on the welcome page.
As one Wired writer put it, “Its words are superficially impressive but largely lacking in substance.” A writer from the The Verge called it “fluent bullshit.”
Be aware that “AI trainers” or staff of the company that makes the ChatGPT tool review conversations between users and the technology to refine the product. For that reason, sensitive information should not be shared. This is especially important to point out for those interested in using ChatGPT for press releases or announcements – don’t, unless you want the world knowing the news before you get the word out.
Last, but not least, ChatGPT is not immune to the racism and sexism rampant in AI. As The Intercept puts it, “Just as any human programmer may bring their own prejudices to their work, a language-generating machine like ChatGPT harbors the countless biases found in the billions of texts it used to train its simulated grasp of language and thought.” Especially considering that many nonprofits and Teak’s clients are at the forefront of progressing our world and the social narrative to be more equitable, fair and just, ChatGPT cannot be the end all, be all. Read any copy it creates with a careful eye to ensure it is consistent with the message of your work.
All that being said, don’t be afraid to give it a whirl. It’s an excellent place to start your research or get your creative juices flowing. Don’t test drive it because it’ll upend the way you work or write, or even replace your search engine (still love you, Google). No, you should use ChatGPT simply because AI isn’t going away. It’s not just the future, it’s today and it’s only going to get more sophisticated as it evolves. You, – with the ability to learn, think and write – need to know how to work alongside technology and AI, and harness it for your purposes.
Don’t fear your staying-power. Work alongside technology and AI to get your work done.
