ChatGPT and computational power versus true intelligence

#chatgpt is amazing. Truly.

Asking a machine to compose #content has never been easier. Perhaps it’s never been better. Perhaps you’ve never tried, and this is the first time, and well, you’re impressed by artificial intelligence actually living up to the hype. Perhaps you should be impressed by the machines.

But, consider for a moment that if your content can be easily replaced by #AI, perhaps also consider whether you should have a content program to begin with.

As I like to say: Content wants to be free. Especially #digitalcontent. Everyone wants easy access with just a tap or two. Some might even surrender an email address and sign up for some marketing goop if they like it well enough.

Yet, good content has a price. Because it’s original. Because it’s thoughtful. Because it’s relevant. Because it’s different. Because it gets local and personal and purposeful and because someone a lot like you had an idea and a story, and they brought it to life through words and pictures. And that is what we pay attention to. That’s remarkable.?

Ask any journalist, and they’ll tell you that writing is the easy part. It’s knowing what to write, how to research, and how to source compelling commentary, all while framing an exciting story for their audience - that’s the challenge. That takes time. That takes talent.?

So the real question for brands creating #content becomes: Are you a leader or a follower? Are you original or unoriginal?

It matters. Because machines don't have intelligence, only information.