Why I don’t use ChatGPT, and why you should care
A pool of light in a dark forest

Why I don’t use ChatGPT, and why you should care


Not a popular position these days, is it?

Oh, I know: it’s efficient, it saves time, and it’s the way of the future. Perhaps. But I have my doubts.

I’m told that as a B2B content writer I need to get on board with this inevitable change in my industry. Definitely not.

Sorry, not sorry. I won’t.

I won’t outsource my craft to an algorithm, no matter how sophisticated or advanced.

I won’t put any amount of time or energy into prompting an AI algorithm to spit out subpar content that must be fact checked and tweaked to an extent that approaches deep research and developmental editing.

Doing content that way can take longer than writing it from scratch. It’s soul killing. And it muddies the waters.

It outsources thinking and understanding.


You might think generative AI is a shortcut to efficiency, productivity and a-maz-ing results. It’s not. It’s a shortcut to mediocrity, to irrelevant, boring and generic content that no one cares about.

What you want – what you should want, anyway – is meaningful content based on solid, factual sources and, most importantly, a very human understanding of the problem and people.

It helps to include other human things, like humour, story, rhythm and rhyme. And a delightful cultural reference or two.

Lions and tigers and bears, oh my!

Or surprising sparks of context sprinkled with subtle wordplay.

These are the things that make your readers go hmmmm.


Oh! But you can instruct ChatGPT to use your website’s content and spit out its mediocre content in your brand’s voice!

Yes. Yes, it can do that. And it’ll generate content that sounds just like your brand – but worse.

It’ll sound like your brand hungover and regretting it, the hollow, cold porcelain echoes of a voice curled up to a sweating toilet bowl and mildewed tiles.

It’ll sound like Monday morning dread and wishing you had run off with the badass leather-clad biker in high school rather than get into this line of work. Anything, anything other than this.

Zed’s dead, baby, Zed’s dead.

It’ll be vague and empty meaningless fluff, and the algorithm may or may not (no one can say for sure) swear – cross its heart and hope to die – to the absolute factual certainty of its abso-facto-lutely certain errors of fact.

Stick a needle in my eye.

It will [delve] into a [critical] [abstract concept]. Or [dive] into the [trite attribute] of [vague benefit] and [deliver] a [broad, undefined result].

It will mine and comb the thesaurus for verbose and colourfully grandiose alternative word choices and oddly out-of-place fun expressions that will disastrously make every exclamation, statement and claim awkward and twice as long as necessary, imploring you to gaze deeper into its narcissistic pool in your search for a prince charming content frog, where you will inevitably drown in the shallow depths of its false enthusiasm and calls to action.

You’ll be reaching for the flush handle and trying not to retch.

And you know what? So will your clients.

(Unless you’re in a charming old European building, in which case you will be tempted by a pull cord with a lovely brass knob dangling at the end, and will briefly consider the possibility of hanging yourself with it. At least you’d have a lovely view.)


You cannot fake connection.

Time devoted to research and writing is time dedicated to understanding your business, your clients, and their problems. In the creative hands of an authentic human (me!), that deep knowledge is transformed into meaningful connection with your human team and your human clients.

There's no room here for artificial anything.

I write to build connection and relationships.

After all, I am a sentient, intelligent, living being keen to invest myself in worthy pursuits. As are you, and your clients. Humans, all of us.

I write so that you can communicate with real people who will be excited about your products and services, who will care about how you treat them, and who will want to come back for more.

You’ll want to nurture those one-to-one relationships in a personal and human way – and I can help you do that.

If that sounds like something you’re interested in, reach out.


?? César Ria?o (Madrid-Málaga-Sevilla) ??

Project Manager en Affor Health ? Salud mental y Educación - Identidad, Propósito y Rol profesional ? Transición Universidad-Empresa ? Orientación de Carrera y Coaching Laboral ? Proyectos de empleabilidad y soft skills

2 个月

PS (II): “In the quiet of the morning, I can still hear her laugh in the creak of the old floorboards. It’s not a sad memory; it’s a reminder that even in her absence, she’s still filling this house with warmth.” My friend was taken aback. She knew the words weren’t perfect, but there was something profoundly human in the way the AI had captured the essence of the client’s feelings. She used the draft as a foundation, weaving her own voice and experiences into it. In the end, the essay became something truly beautiful—an authentic, human piece that resonated deeply with the client. She realized that, while the AI could never replace her, it had given her a new way to see and feel the story she was trying to tell. It was a reminder that technology, when used thoughtfully, can bring us closer to the very humanity we’re so determined to preserve. This experience didn’t just change her mind about AI—it deepened her connection to her craft. She saw it as a collaboration, one where the machine offered a spark, and she, with her very human heart and hands, turned it into a flame. Warm regards again

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?? César Ria?o (Madrid-Málaga-Sevilla) ??

Project Manager en Affor Health ? Salud mental y Educación - Identidad, Propósito y Rol profesional ? Transición Universidad-Empresa ? Orientación de Carrera y Coaching Laboral ? Proyectos de empleabilidad y soft skills

2 个月

P.S (I).?Let me share a story that might resonate with your love for authentic storytelling. A friend of mine, also a writer, was initially quite skeptical about using ChatGPT, much like you. She prided herself on crafting narratives that were deeply human—stories filled with empathy, nuance, and the subtle complexity of real life. However, there was one project that had her particularly stumped: a personal essay for a client who had lost their spouse. The client wanted to capture not just the sorrow, but also the quiet joy of their shared memories—the laughter in the kitchen, the long walks during autumn, the simple yet profound moments that make a life together so meaningful. My friend struggled to start. How could she capture something so deeply personal without crossing the line into sentimentality or, worse, cliche? She decided to take a leap of faith and asked ChatGPT to generate a draft. What she got back surprised her.?The AI didn’t just churn out generic platitudes; it reflected a delicate understanding of grief, mixing it with gentle humor and nostalgia that didn’t feel forced. There was a passage that particularly struck her:

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?? César Ria?o (Madrid-Málaga-Sevilla) ??

Project Manager en Affor Health ? Salud mental y Educación - Identidad, Propósito y Rol profesional ? Transición Universidad-Empresa ? Orientación de Carrera y Coaching Laboral ? Proyectos de empleabilidad y soft skills

2 个月

Comment #2 (V) - AI and Human Stories: A Powerful Combination Finally, I want to emphasize that AI doesn’t erase the human factor; it amplifies it. Your principle of "using stories to help people connect" remains the cornerstone of any effective content. AI doesn’t have the capacity to feel or understand emotional context in the way we humans do. That’s why the human touch will always be necessary to bring stories to life and give them meaning. But if we use AI as a support, we can devote more time to what truly matters: creating those meaningful connections. In summary, AI is not a substitute for your talent but a tool that, when used wisely, can amplify your capabilities. I’m confident that, with your sharpness and ability to adapt to new tools (as you’ve demonstrated throughout your career), you could find ways to integrate AI that preserve the authenticity and quality you value so much in your work. Thank you for initiating this important dialogue. I hope we can continue to explore together how these technologies can be an aid, rather than an obstacle, in our journey to create stories that truly matter. Warm regards,

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?? César Ria?o (Madrid-Málaga-Sevilla) ??

Project Manager en Affor Health ? Salud mental y Educación - Identidad, Propósito y Rol profesional ? Transición Universidad-Empresa ? Orientación de Carrera y Coaching Laboral ? Proyectos de empleabilidad y soft skills

2 个月

Comment #2 (IV) - Tone and Personalization: The Key is in the Setup I understand your concerns about the tone that AI can generate, likening it to “a voice curled up next to a sweaty toilet” (you made me laugh with that one!). However, this is where proper configuration and training of the model come into play. AI can learn to replicate a brand’s tone and voice, even adapting to specific styles if trained correctly. If there’s one thing we’ve learned from software development (and here you’re speaking to someone who’s been deeply involved in it), it’s that tools are only as good as the people who use and configure them. Your experience in creating style guides and microcopy for digital products uniquely positions you to leverage these technologies—not to replace your work, but to extend it. Imagine being able to define guidelines so precisely that even the most basic AI could help you maintain the consistency and style you so highly value.

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?? César Ria?o (Madrid-Málaga-Sevilla) ??

Project Manager en Affor Health ? Salud mental y Educación - Identidad, Propósito y Rol profesional ? Transición Universidad-Empresa ? Orientación de Carrera y Coaching Laboral ? Proyectos de empleabilidad y soft skills

2 个月

Comment #2 (III) - Boosting Efficiency Without Sacrificing Authenticity In your profile, you highlight your skill in “ruthlessly editing” and “creating communication solutions that convert.” AI doesn’t aim to usurp these capabilities; instead, it’s here to assist with the more mechanical aspects of content creation. For example, it can help you identify patterns in large data sets or analyze trends, which you can then interpret and mold into content that genuinely connects with your audience. McKinsey reports suggest that automation, including AI, can increase productivity in creative industries by up to 30%. This isn’t a trivial figure, especially in an environment where speed and efficiency are increasingly valued—without compromising the quality that, as you rightly point out, is fundamental.

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