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In this guest post, Anthony Caruana and Kathryn Van Kuyk, co-CEO’s, Media-Wize, warns marketers of the nascent issues surrounding ChatGPT…
ChatGPT has completely shifted our perception of what technology can do – but it is AI’s version of the Wright Brothers’ first flight. It still has far to go and currently remains an imperfect tool. Before marketers pop the champagne and think this is the ticket to slashing budgets and getting copy written faster and cheaper than ever, there are some risks that need to be carefully considered.
All artificial intelligence systems work the same way. They are ‘trained’ with a sample of data that they categorise using rules. ChatGPT has been trained with a massive set of data and about 175 billion parameters. It differs from other AI models because it also uses human feedback during its training so the risk of harmful, false, and biassed outputs is reduced, although it’s not completely removed. This makes it more accurate than other AI models – but it’s not perfect.
Here are five reasons why it might be dangerous for your business to rely on ChatGPT as your new copywriter:
It makes mistakes
ChatGPT may seem all-knowing but it’s not infallible. The Stack Overflow website, which is used by coders to answer questions about programming, has banned answers from ChatGPT because they are often wrong. The big problem, according to the site moderators, is “that while the answers which ChatGPT produces have a high rate of being incorrect, they typically look like they might be good”. While ChatGPT may be useful for initial research, it is not 100% trustworthy. There have been many examples where ChatGPT invents and cites fabricated…
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