When ChatGPT launched in November 2022, the marketing world—more specifically, the content marketing world—shook.
Writers, copywriters, journalists, and editors got anxious, and they’ve been building their case against it ever since.
Non-writing marketers were stoked. Finally, they don’t need a writer to assist in sending their email campaign (or so they think).
C-suite executives instantly saw opportunities for efficiency and cost-cutting. Now, they're hoping to do 10x more with a fraction of the resources.
And any tech forward marketer is chuckling. Of course this was coming.
At TORIAL, we’re somewhere in the middle of all this, and it’s where we should all be.
This is not unlike any other tech disruption. Technology does make our lives easier. Does it come without new challenges? No, but it’s hard to dispute that it’s helpful.
Here’s a basic example of how ChatGPT, one of the many AI Tools out there, is helpful:
Prompt: Can you write me the steps on how to do a squat?
ChatGPT: “Sure, here are the steps on how to do a squat:
Start by standing with your feet shoulder-width apart, toes pointed slightly outward.
Engage your core and keep your chest up.
Lower your body by pushing your hips back and bending your knees. Keep your weight on your heels.
Continue descending until your thighs are parallel to the ground. Your knees should be pointing in the same direction as your toes.
Pause briefly at the bottom of the squat, making sure to maintain good form.
Push through your heels and straighten your legs to return to the starting position.
Repeat for the desired number of repetitions.
Note: It's important to maintain proper form throughout the squat. Avoid leaning forward, rounding your back, or letting your knees collapse inward. Keep your weight on your heels, and make sure your knees are tracking over your toes. If you're new to squats, it may be helpful to start with bodyweight squats and gradually add weight as you become more comfortable with the exercise.”
Why is this helpful? Say you’re a personal trainer or coach working on a blog post for your website or app. If you don’t have an exercise library and instructions yet, this is one simple example of how it can save a ton of time.
Next human step: The certified trainer would want to read through the steps to ensure they’re accurate before publishing.
And here’s an example of why we still need human writers and editors to work with what AI gives us:
Prompt: What collaborations have you been able to find between celebrities or brands and humanfitproject.com?
ChatGPT: “Based on my previous research, here are some collaborations that I found between humanfitproject.com and celebrities/brands:
Jillian Michaels: humanfitproject.com has featured content from Jillian Michaels, a well-known fitness expert and celebrity trainer.
Spartan Race: humanfitproject.com has collaborated with Spartan Race, a popular obstacle course racing event series. They have shared content and promoted each other's brand through social media and blog posts.
Reebok: humanfitproject.com has featured Reebok products in their content, including fitness gear and workout clothes.
Kevin Hart: humanfitproject.com has interviewed Kevin Hart, a popular comedian and actor known for his fitness regimen.
Under Armour: While I couldn't find evidence of a direct collaboration between humanfitproject.com and Under Armour, both brands have shared similar values and have featured similar fitness-related content.
It's worth noting that collaborations can take many forms, and these are just a few examples of the partnerships and connections that humanfitproject.com has made with other brands and celebrities in the fitness industry.”
What went wrong? Yes, we have done work with Spartan Race and have done some indirect work with Reebok in the past, and Mike (the writer of this blog and creator of humanfitproject) has interviewed Kevin Hart multiple times. But Kevin never did anything with humanfitproject.com—and humanfitproject never did anything with Jillian Michaels or Under Armour.
What does this mean? Tools like this are powerful, and are going to continue to get stronger, but there are holes. Things need to be fact-checked and/or researched by a human.
Bottom line: Will AI tools replace jobs? We don’t think so (at least not directly), but it will probably change jobs. In our opinion, writers, editors, marketers, etc. should be learning how to leverage the tools without sacrificing quality or integrity. . In other words, have fun with them, use them for writer’s block or inspiration, and see if they can help you save time accomplishing tasks.
At the end of the day, one thing that will never change is the way things are always changing—so we all need to embrace it.
We’ve come across dozens of AI tools, but here are four we’ve been experimenting with the most so far:
1. Looka - Logo & Branding
2. Shopia - SEO Writing & Research
3. Descript - Full AI Toolkit
4. DALL-E2 - Image & Art Tool (In fact, that’s the tool we used to generate the header image of this blog at our direction)
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