ChatGPT: Words that sound good and say nothing?

If ChatGPT had a tagline, what would it be?

I'll go first.

ChatGPT. Words that sound good and say nothing.

Yes, using AI for writing can be great. It can help you organize your thoughts, identify missing themes or arguments, edit for clarity, and make your writing more concise.

But when brands lean on it too heavily to do branding, PR or comms work, I can see it from a mile away. And trust me, so can your audience.

ChatGPT writing is often a collection of well-chosen words, well-structured sentences, a couple of cliches, and about six dozen em dashes – all packaged together with a pleasing cadence and rhythm.

But after reading it, I often have little to no understanding of what the core message is. So, I read it again. A third time. And still, I am left asking, 'What is this even saying?'

So, ask yourself if your website, key branding messages, and press releases are extensions of your voice, and that's what you're putting out there, what impression are you giving your audience about who you are?

And know this, journalists and assignment editors are masters at sniffing out a lack of substance and saying pass.

Bottom line, there is a place for AI in writing. But if you use it exclusively to try to replace human writers and save some cash, don't be surprised if it doesn't land and in the end, you have to call in someone to exorcise the AI from your writing.

And yes, we're available 😉