To Bot or Not: The Pros and Cons of Using AI to create LinkedIn Content

With the arrival of ChatGPT in November, AI for content creation has gone mainstream.

The machine learning systems behind platforms like ChatGPT from Open.ai have developed to the point where they can independently write a blog, compose a poem or piece of music or code a computer programme. The quality of the content is now so good that in most cases we would find it very difficult to know it was not created by a human.

Some people have likened the impact of these new generative AI models to the invention of electricity or the internet. We are going to have to relearn how we create content. AI will become a partner in the creative process - a co-creator?

The pros and cons of using AI to create content on LinkedIn

I asked ChatGPT: What are the pros and cons of using AI to write articles for LinkedIn?

This was the reply:

There are several pros and cons to consider when using AI to write articles for LinkedIn or any other platform:

Pros:

1. Efficiency: AI can generate content quickly and with minimal input, which can save time and resources.
2. Personalization: AI can use data about the audience to create content that is tailored to their interests and preferences.
3. Consistency: AI can produce content that is consistent in tone, style, and formatting, which can help maintain a professional image.

Cons:

1. Quality: While AI can generate content that is coherent and grammatically correct, it may not always produce high-quality content that is engaging or insightful.
2. Lack of creativity: AI algorithms can struggle to generate original ideas or come up with creative approaches to topics.
3. Ethical concerns: Some people may have concerns about the use of AI to create content, particularly if it is not clearly disclosed that the content was generated by a machine.

Overall, whether or not AI is a good choice for writing articles for LinkedIn or any other platform will depend on the specific goals and needs of the organization and the audience. It may be helpful in some cases, but it is not a substitute for human creativity and insight.

Concise, insightful, useful. Would you have known this was written by a bot? I doubt it.

How should we use the new bot technology on LinkedIn?

I think the first thing to say is we are all still learning about how to adapt and use this technology. When I first came across these new AI options my reaction was to be discouraged. What is the point of creating content for LinkedIn if a bot can do it better?

But then I realised just as computers have made us more productive, perhaps AI could help us to become better content creators.

And far from crushing individuality AI may actually encourage the development of stronger personal brands. If you have a strong personal brand people who consume your content will trust that you have created that content authentically. Your unique personal story is an important part of your brand. Bots do not have a personal back story. They cannot write about their experiences.

Of course some people will take the lazy path and share bot heavy content in the same way that a small percentage of people use apps to automate their LinkedIn activity. Although that content may have value it will lack the human touch - a point of connection. It may deliver short term gains but ultimately will not perform as well as genuinely authentic content, plus it could backfire and damage your brand - badly.

I think where we can use this technology effectively is in generating new ideas and additional perspectives which we can use as prompts for our own content. It could be useful also for sourcing additional information about an area where we lack insight leading to better informed content.

One of the skills we will need to master when using tools like ChatGPT is asking the right questions also known as "prompt engineering". The better the prompt the better the result.

I personally do not see a problem with including some bot generated content in our posts as long as it is identified as such. The problem for me occurs when we try to pretend that we created it.

In the final analysis or should that be initial analysis as this stuff is so new, I agree with the bot's conclusion above, "(AI) it is not a substitute for human creativity and insight."

What do you think about the emerging AI capabilities and possibilities of technology like ChatGPT? Do you welcome it? Do you feel threatened by it? How do you think it should be used on LinkedIn? How will you use it?

Lots of questions. Please share your thoughts in the comments.

More about Greg

Greg Cooper?is a LinkedIn specialist and a volunteer mentor for the Prince's Trust based in Bristol, UK. He is a Fellow of the Institute of Direct and Digital Marketing. For over twenty years Greg ran an award-winning direct marketing agency working with leading technology companies like IBM, SAP, and Siemens.?

Greg provides personalised 121 LinkedIn training for individuals and small businesses.

The Prince's Trust?works with young people, providing free training and mentoring to help them build confidence, develop their skills, and in some cases to start a business.