Commentary: ChatGPT’s just a tool, not a threat to your job

The role of marketers, writers and artists becomes even more critical when working with ChatGPT. . As a communications strategist, I was worried about its potential to spread misinformation, foster lazy writing habits and impact creative roles like my own.

In my job, ChatGPT serves purposes like summarising lengthy texts, crafting templates for scripts and presentations, assisting with Excel formatting and generating interview questions. When I fed ChatGPT the key points and objectives of my presentation, it churned out a coherent storyboard, including subheadings and a rough script in a blink of an eye. This allowed me to bypass the arduous initial drafting phase and dive straight into refining the content.

What works best is being direct and laying out the ask as specifically as possible: “I want you to act as a project manager, providing insightful questions for our client” or “Summarise the following in 100 words, pulling out three key points that best describe the latest market trends in the tech industry.”

Recognising this often involves a blend of intuition and experience. For starters, you need to be a regular user to recognise content generated by it in the first place. If the article has overly complex sentences or repetitive phrases, and lacks up-to-date, contextual data, you might be staring at a ChatGPT-ed piece.

Ultimately, it's up to us to infuse the writing with our insights, brand voice and creativity. This involves tweaking the language, adjusting the tone, injecting personality and ensuring coherence and consistency throughout the piece.While many businesses may rely on AI as the initial layer of automation, there's a danger of content seeming aloof or impersonal under the guise of AI-driven efficiency. Clients may also baulk at AI being used in the services they’re paying for.

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