The Rise of Chat GPT in Online Media: Pros and Cons

Chat GPT is an incredibly popular AI language model capable of generating responses in natural language. It is helpful in various fields, and online media is no exception.

You can use it for content creation, customer service, and attracting new users. However, like any other technology, it has both advantages and shortcomings. I'd like to discuss the pitfalls of using Chat GPT in the media business and how it can affect user experience and content quality.

Advantages of ChatGPT?

ChatGPT is definitely a very practical tool for any digital business, and online media is not an exception. Many publishers are already integrating it into their platforms, and here are a few areas of use.

Personalized customers service

ChatGPT can be used to communicate with customers and improve customer satisfaction:

• With the help of ChatGPT, you can create chatbots that, thanks to natural language processing, can conduct fairly natural conversations with users and provide accurate answers to FAQs. It has contextual understanding, which helps to "catch" users' intents and the meaning of their questions much better.
• Thanks to the ability to analyze written and spoken speech, such a conversation with customers can be complete and comprehensive. Moreover, this language model is programmed to adapt to users' needs, collecting customer behavior and preferences data.
• ChatGPT answers questions consistently and accurately when trained correctly, so all users receive the same proper data.

In other words, online media can use this language model for 24/7 personalized service and improved customer interaction.

Valuable analytics

The language model collects and analyzes user data, so it can provide accurate reports about your target audience's behavior, preferences, and sentiments. This information is indispensable for creating targeted marketing campaigns, determining the industry's leading trends, and developing a media business in general.

Based on such reports, it is possible to create a high-quality development strategy, identify weak and strong points, and increase audience loyalty. In addition, ChatGPT can analyze your online platforms and provide valuable recommendations for their improvement. All this together is a strong foundation for making correct and rational, not emotional, decisions.

Content validation

ChatGPT can be an assistant in checking content for grammatical mistakes and proofreading. With its help, you can evaluate your texts in terms of attractiveness for the target audience, usefulness, and informativeness. In addition, it can generate illustrations or images if the designer does not have time for this.

This is not a versatile tool; it definitely has nuances, which we will discuss later, but it can still be helpful in some aspects.

Assistance to the development team

Today many developers use this tool for code writing and validating. And although it is not perfect, and the generated code needs additional human checking, it can help the development team to automate specific processes and find new ideas to improve the functioning of web platforms.

Why Should You Be Careful While Using ChatGPT?

Here are some reasons to think carefully before bringing this technology to online media, where accuracy and uniqueness are everything.

Inaccuracy

ChatGPT is learning by the test and error method and requires much effort to teach. In doing so, your chatbot can answer inaccurate questions outside the common FAQs, leading to users' irritation and confusion, which the customer service department will be dealing with.

In addition, as a language model that learns from a huge amount of data, it can generate unpredictable answers, and this cannot be controlled. The main risk, in this case, is that a chatbot can provide info that will not match your values or missions, not to mention the tone of voice and other brand components.

Therefore, outside the basic issues, such a service is not practical. Although this technology can automate service within the limits of standard topics, more complex problems still need human intervention and supervision.

Bias and lack of empathy

Any model AI model is the data on which it studies. Accordingly, if such data contains discriminatory or biased statements, the chatbot will repeat them, which leads to an unintentional perpetuation of stereotypes. This is equally dangerous for customer service and content creation.

In addition, ChatGPT has no empathy and doesn't get the conversation's context of communication, emotional charge, and intensity. It may annoy the user even more in certain situations rather than resolve the conflict.

Limited creativity and lack of context

The AI model provides answers based on pre-programmed algorithms, so it cannot offer the same level of creativity as a human author. In addition, the restriction of data on which AI studies significantly reduces the limits of understanding of context and nuances of writing.

It should also be noted that ChatGPT can't create emotionally colored and exciting texts on complex topics, and it cannot cope with complex ideas. Although the answer may look semantically and grammatically correct, it will not make sense, not to mention the conformity of a publishing policy, values, and media stylistic features. Such materials require manual verification and editing and sometimes complete rewriting before publishing.

Training data is limited by time

This language model has been trained on a wide range of data from different sources, but they are limited by a specific time period, namely by September 2021. It doesn't have access to any published or updated information afterward. That is why texts generated by ChatGPT may not correspond to the modern context, not be relevant, and don't contain accurate stats.

Ethical dilemma and plagiarism issue

After Chat GPT successfully passed the law bar exam in January, it caused concern in the academic and university community. Many students started using it to write essays and research papers, and universities faced a new challenge – to find ways to detect texts written by AI.

This is how GPTZero, with a 98% success rate, appeared: probably the most accurate GPT chat detector, which is free and available for everyone. In addition, Turnitin, a well-known academic plagiarism checker, has launched a new ChatGPT and AI writing detector with a 97% accuracy rate.

As you can see, there are many tools for detecting the content generated by this and other language models, and there will be more every year. Moreover, search engines easily recognize texts created by AI, which is a big problem regarding website optimization. So today, using this tool to write quality texts and create marketing content is not an option, even considering its extensive capabilities.

So, What's The Conclusion?

Chat GPT has huge potential and could revolutionize the way online media companies create and deliver content. Its ability to quickly and efficiently generate natural language responses is advantageous for 24/7 customer service, improving personalization and marketing efforts, and streamlining customer support operations.

However, as you can see, there are also potential drawbacks to using Chat GPT, such as lack of control over the responses generated, bias, limited context, lack of empathy and creativity, etc. Therefore, before using Chat GPT, it is worth evaluating all the advantages and pitfalls and determining whether it can provide results consistent with the company's values and policies.

So, with proper planning and monitoring, Chat GPT can be a powerful tool that improves user experience and promotes online media growth. However, it still needs a lot of improvements and constant control, which requires a lot of time and human resources.

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