I had ChatGPT do my homework. Then I critiqued it.

You’re probably familiar with ChatGPT, the AI software that has taken the internet by storm. From poems to pick up lines, this tool can do it all. Today, I asked it to do something a little more demanding.?

I asked it to do my homework for me.?

“Write an article about the future of digital technologies, and how they affect marketing.”?

Then I sat back for a whopping 30 seconds as ChatGPT wrote an essay that would have likely taken me at least an hour or two. Here’s what came out.?

The Future of Digital Marketing, by ChatGPT

Digital technologies have transformed the world of marketing in recent years, and the pace of change shows no signs of slowing down. As we look to the future, it's clear that digital technologies will continue to play an increasingly important role in the way that businesses market their products and services.

One of the most significant trends in digital marketing is the rise of artificial intelligence (AI) and machine learning. These technologies allow businesses to analyze vast amounts of data to gain insights into customer behavior and preferences, and to develop more effective marketing strategies. For example, machine learning algorithms can be used to analyze customer data and identify patterns that can be used to create personalized marketing campaigns. This can help businesses to reach their target audiences more effectively and to build stronger relationships with their customers.

Another trend that is likely to shape the future of digital marketing is the growing importance of voice-activated technology. As more people use voice assistants like Alexa and Siri, businesses will need to adapt their marketing strategies to take advantage of this trend. This could include developing voice-activated ads and creating content that is optimized for voice search.

Social media is also likely to continue to play a major role in digital marketing. Platforms like Facebook, Instagram, and Twitter are already important channels for businesses to connect with customers, and this trend is likely to continue. However, social media marketing is becoming increasingly complex, and businesses will need to focus on creating engaging content that resonates with their target audiences.

Finally, the rise of the Internet of Things (IoT) is likely to have a significant impact on digital marketing. As more devices become connected to the internet, businesses will have access to a wealth of data about their customers and their behavior. This will enable them to create more personalized marketing campaigns that are tailored to individual customer needs and preferences.

In conclusion, the future of digital technologies is bright, and these technologies will continue to shape the world of marketing in the years to come. Businesses that embrace these technologies and adapt their marketing strategies accordingly will be well positioned to succeed in the rapidly changing digital landscape. Whether it's AI and machine learning, voice-activated technology, social media, or the Internet of Things, the key to success in digital marketing will be to stay ahead of the curve and to continually innovate and adapt to new trends and technologies.

My Initial Thoughts

Let’s get the obvious out of the way; I am extremely impressed. ChatGPT demonstrates an innate understanding of effective essay structure and rhetorical language. It’s easy to look at the sheer amount of work that ChatGPT can put out in seconds and become overwhelmed. I don’t care how fast or how gifted you are; no human being can write an essay of this quality in 30 seconds.?

Once I overcame my initial shock, I decided to take a look under the hood, and the reality of the situation became more clear. Let’s examine what makes this tool great, and what makes it less than ideal for repeated use.?

A One Trick Pony

After thoroughly reading the AI generated essay, I asked ChatGPT to write it again via the “Regenerate Response” button at the bottom of the interface. After the AI wrote a second essay, I regenerated another. After a total of three essays, I saw the clearer picture.?

ChatGPT has likely aggregated thousands upon thousands of essays to formulate original content at the lightning speed it is known for. However, another consequence of this aggregation is that every essay ChatGPT writes is very similar to the last unless you make significant changes to the prompt. The AI will use the same talking points and references and rearrange the order. I felt like a high-school English teacher grading an essay written by a student who clearly copied from the smartest kid in class.?

In addition to this observation, here are some more critiques I had for this essay:?

• It was devoid of a unique tone. The best writers in the best publications have a unique tone of voice that makes their work exciting to read. ChatGPT hasn’t mastered this yet (and frankly, I really don’t want it to).?
• It uses plain, contrived language. I hate reading the words “In conclusion” anywhere, and ChatGPT loves writing them.?
• The introduction serves little purpose. Great introductions “hook” their audience and lay out the argument that the body of the essay will prove through rhetoric and evidence. ChatGPT’s introduction simply acknowledges the existence of trends in digital marketing without doing any of these things.?
• The body paragraphs are short. This may seem like a reach, but we shouldn’t confuse “short” for “concise”. I appreciate conciseness, but as of right now, ChatGPT is unable to include quotations or specific references. It expects you to trust it as an authority in digital tech (which to be fair, it kind of is).?

What this means

My digital marketing professor put it best when talking about the future and ChatGPT. He expressed his position very clearly, arguing that ChatGPT and imminent AI tools to come are not a threat to human creativity and ingenuity. Rather, tools like ChatGPT should be used like calculators; idea generators for the human user to use when writing their own content. This tool, when used as a time-saving launch point, is actually excellent. A writer could use this to structure their thoughts or spark creativity without having to spend endless hours staring at the cursed blinking cursor on their blank Word doc.?

For digital marketers, ChatGPT is an entry into the world of AI. The future will only see improvements to these tools, which will make marketing more efficient and perhaps more effective. Only time will tell.?