AI and GPT Chat: how they influence content creation

In recent years, natural language processing (NLP) technology has made great advances, and one of the most prominent models is the GPT-3(Generative Pre-trained Transformer) developed by OpenAI. This AI (artificial intelligence) model has the ability to generate written content automatically, which has raised questions about its potential impact on content creation. With the launch of Chat GPT on November 30, 2022, based on the GPT-3.5 model, this debate has accelerated, with some fearing that AIs will replace people.

Thanks to their ability to create content automatically, GPT models are generating a lot of buzz and it seems quite normal to wonder how AI and GPT Chat will affect the world as we know it.

For all these reasons, today at Rodanet we want to talk about the advantages and disadvantages of these tools and make a small analysis of how they influence the creation of content today. Want to know more? Don’t miss our article!

IA and Chat GPT: what are they?

If you’re familiar with the world, you’ve probably heard of AI and Chat GPT at some point or another. But what exactly are they?

AI refers to the simulation of human intelligence processes by machines and computer systems, including machine learning, natural language processing and autonomous decision making.

What is GPT chat?

Chat GPT (Generative Pre-trained Transformer) is an artificial intelligence language model developed by OpenAI, capable of generating coherent and fairly natural text in response to text or voice input, enabling its use in chatbots and virtual assistant applications. This tool uses a machine learning neural network to analyze large amounts of data and learn how to generate content that can be relevant and interesting to users.

Content writing with GPT Chat

If you’ve ever used artificial intelligence chat, you will have been surprised, and most likely overwhelmed, at its sheer capacity to create content.

By asking a simple question, you can generate very long texts and even translate them into different languages. In addition, there are plugins, such as copimatic.ai, based on GPT-3, that allow you to structure the content in paragraphs, propose titles, various copys and even suggest images related to the topic. It also has a WordPress plugin to import the articles created and a tool that checks the level of plagiarism.

As you can see, this is a tool that can help human intelligence to generate SEO content in a world where content is king, as Google claims.

Media and marketing companies are already using AI and Chat GPT to create content automatically and supplement the work of
copywriters
copywriters, who can take advantage of these tools in a variety of ways:

AI and Chat GPT models can analyze data to determine what content is most appealing to users and tailor it to their needs and preferences. Which, of course, improves the effectiveness of the content and helps increase user engagement.

GPT Chat to automate repetitive tasks

OpenAI’s stated goal is to make artificial intelligence systems easier and more intuitive to use, as well as more secure and reliable, thanks to user feedback .

Using GPT Chat to automate tedious or repetitive tasks can be an effective way to save time and free up valuable resources to concentrate efforts on other tasks. With Chat GPT, you can automatically generate simple codes or send routine emails, write ad copy or create standardized reports.

It is sufficient to use a parametric template and define an instruction by entering all the necessary values to generate a satisfactory result. To automatically generate an e-mail, for example. we will have to enter values such as the recipient, the tone and the message summary.

For a piece of code, it will be necessary to specify the programming language, the code structure and the desired functionality.

Again, to write articles quickly and easily with Chat GPT, we will need to define a template, where we will enter parameters such as title, subject, style and desired length.

We can ask Chat GPT to suggest ideas for videos based on a particular topic or target audience, or to write a script for a video on a specific topic. In addition, the template can provide inspiration and new perspectives on content, helping to create original and engaging content for the audience.

However, it is essential to keep in mind that Chat GPT cannot completely replace the writing skills of a human being.

It may be necessary to edit the text generated by the template to adapt it to the specific needs of the situation or to include important information that the template may not be aware of.

Similarly, it is essential to always check the generated programming code to ensure that it is correct and works as intended. Also, at least for now, Chat GPT cannot replace empathy or human creativity, so we will always have to pay attention to the tone and confidence used in an article or email.

Limitations of AI and Chat GPT

As we have already advanced, this model has some risks and we must be aware of them to prevent it from becoming a threat instead of an opportunity.

Chat GPT does not always provide accurate information. Artificial intelligence has certain limitations that even OpenAI has acknowledged. Often, the model gives indirect answers and uses sentences that are too long. If you do not understand a question, instead of asking for clarification, try to guess the meaning of what is being asked. Sometimes, their answers may sound plausible, but they are incorrect or meaningless. The model is inaccurate because it only predicts which words should follow the previous word in a sentence within a paragraph on a given topic. It does not care about precision or accuracy, which can prove to be a big problem if we are trying to write quality content.

Obviously, this can negatively affect SEO and even lead to penalties by Google. In addition, the lack of personalization and consistency in the content generated can make it difficult to connect with audiences.

This is the main reason why Chat GPT is not a substitute for people, but can perfectly complement them.

What does all this mean for content creators?

Copywriters should see AI and Chat GPT as something that will speed up their work. These models can help them facilitate and automate tedious tasks, such as documentation and grammar correction. In addition, data-driven personalization can help you improve the effectiveness of your content.

However, it is also critical that content creators understand the limitations of AI and Chat GPT, as these automated models cannot replace the creativity and originality of “human” content creators.

Ethical Considerations in the Use of AI and Chat GPT

The use of AI and Chat GPT in content production also raises ethical concerns. Some fear that these models could be used to manipulate public opinion or spread false information.

It is important that content creators take these ethical concerns into account and use AI and Chat GPT responsibly. This may include transparency in the data source and content creation process, as well as human oversight of AI-generated text and Chat GPT.

In addition, it is also important to consider the security of the data used to train the AI and Chat GPT models. The privacy and security of user information must be protected at all times.

Is Google able to detect content created with Chat GPT?

Yes, Google has the ability to detect if the content of a website has been generated by an artificial intelligence.

Google and other companies, in fact, have been working on developing algorithms to detect AI-generated content, such as OpenAI. There are several scientific papers that address this topic, such as “
Adversarial Robustness of Neural-Statistical Features in Detection of Generative Transformers
“which analyzes the results of GPT-2 and GPT-3. This study indicates that certain statistical characteristics of AI-generated text, such as Gunning-Fog Index and Flesch Index scores, can be useful in identifying whether a text was generated by artificial intelligence and even whether the program that created such content attempted to avoid detection.

Even if we ask Chat GPT, it confirms that it is possible to detect AI-generated text and gives us guidelines on how to do it.

.

Currently, discussions are underway for Chat GPT to create a proprietary mark in its language to indicate that the content is artificially generated. Meanwhile, OpenAI has already launched its own AI-generated text detection tool on January 31, 2023, which is capable of detecting much of the AI-generated text, although it still needs improvement.

What is Google’s opinion on AI-generated content?

According to Google’s quality standards, now known as Google Search Essentials, content generated automatically without regard to quality or user experience is considered spam and may be penalized. In the same way that happens with human content generated without taking these factors into account, as is logical.

In August 2022, Google launched the Helpful Content Update, which focuses on helpful content written by humans for humans. This update reinforces the trend in favor of using content created by people rather than artificial intelligence.

In the Google SEO office-hours videowith John Mueller uploaded in April 2022, it was stated that the use of artificial intelligence to generate content goes against Google’s guidelines y can negatively affect the SEO positioning of a website if it is detected. (from minute 23:11).

In the video, John Mueller equates and lumps the use of Chat GPT with older Black Hat techniques, such as spine text or copying and translating text from other websites.

However, to be fair, Google has not been very clear about this, but rather somewhat ambiguous.

In January 2023, the search engine publicly acknowledged on
Twitter
that “if the content has been created specifically for people and is relevant, then there is no problem.”

This shows that Google itself has now rectified itself and is taking a new approach to the use of AI. for content generation, going from being totally against it in their guidelines, to recognize that as long as the result is focused on the user and add value, you can to take advantage of its benefits.

“Money makes the world go round”

As with almost everything in life, in this case it is also a question of economics and competition. In March 2023, it was announced that Chat GPT would be integrated into the Bing search engine. On January 23, 2023, Microsoft confirmed a $10 billion investment to take control over 49% of the company, after it had already invested $1 billion in 2019.

On the other hand, Google has been working on its own AI for some time. According to the
New York Times
published on January 20, 2023, Google will launch its own Chatbot on its search engine later this year. In fact, he officially presented Bard on February 8 in Paris. Bard is based on LaMDA, an experimental language model created by Google for dialog applications.

However, Chat GPT continues to grow and develop, and in March 2023 has launched GPT-4, which is a major breakthrough. What will happen in the near future?How will Google react to this new reality?

How does GPT-4 differ from Chat GPT-3?

GPT-4 is a language model that, like its predecessors, has the ability to run on different systems and applications through its API. GPT-3, for example, has been used in the Jasper Ai and Canva Docs word processors. GPT-3.5, the version that popularized advanced conversational chatbots, surprised us with Chat GPT. GPT-4 transcends writing assistants, machine translation and chatbots, reaching voice assistants and even search engines.

GPT-4 has been integrated with datasets and big data to learn and generate human-like language. At the base of this model we find a processing technique known as “Transformer”.
Transformer
“. This architecture, presented by Google in 2017, innovates in the implementation of layers that allow the model to be adapted to be effective and efficient in different tasks. OpenAI has used it to implement several layers in its GPT models.

The Transformer architecture converts each word into a numeric vector that allows the model to process the text mathematically, process it through a neural network and “pay attention” to understand it. But it’s not just about layers. GPT models also involve several parameters that are shaped during the machine learning process and are directly related to model performance and accuracy.

The main difference between GPT-4 and its predecessor GPT-3 may lie in the number of parameters. According to the documentation available from OpenAI, GPT-3 has 12 layers and 175 billion parameters, while
Wired
reports that GPT-4 may have been trained with 100 billion parameters, almost 600 times more than its predecessor.

Another major difference is its“multimodal” nature. GPT-4 will be able to support images as input in addition to text. Rumor has it that we will be able to upload images to give visual indications, but the results will always be presented in textual format.

And if all this were not enough, now the functionality of being able to connect to the Internet has also been added, so URLs can be provided as a context to obtain answers.

Are AIs the future of content creation?

At
Rodanet
we believe that artificial intelligence opens up a universe of opportunities and that, undoubtedly, we are facing one of the great technological advances of the moment that will change our lives forever, and to which we will have to adapt.

In fact, we can conceive of no better way than to combine artificial intelligence and human intelligence to generate a win-win situation.
win-win
and take advantage of the great possibilities and scenarios that can arise from such a duo. At the end of the day, it is not about replacing humans with technology, but about being able to understand as an opportunity what many now consider a threat.

Tamara Rigotti

Copy & Content Strategist en Rodanet | tamara@rodanet.es | + posts

Tamara es redactora #seo y la boxeadora de la oficina. 🥊
Siempre escribe textos con gancho 😉

• Tamara Rigotti

  https://rodanet.com/en/author/tamara-rigotti/

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