Never before has a new application fascinated the world so quickly and gained so many users in such a short time as ChatGPT. Since pulling in 1 million users in just 5 days, the application from OpenAI’s AI labs has created enormous hype. There is hardly a medium that has not reported on it. The application can create texts in natural language. No wonder that schoolchildren use it for homework, salespeople write emails with it and even housewives or pensioners play with it enthusiastically.
Because of its short response times and the many ways it can be used, software providers are rushing to integrate it into their products. Microsoft, for example, wants to integrate ChatGPT into Word, Outlook and Teams. And professionals in the customer service, marketing, entertainment and content creation fields are taking a close look at this new technology.
Table of contents:
What is ChatGPT? How does this technology work?
ChatGPT is based on a so-called Large Language Model (LLM). An LLM is a machine learning model that has been trained to mimic natural language processes. To do this, OpenAI has trained artificial neural networks by “feeding” them with a gigantic amount of text data. We are talking about well over 100 billion text elements from the internet. For the neural networks to process this, the network must have a huge number of neurons and layers. This poses significant challenges in terms of computing power and storage.
However, if all these parameters are given, LLM are able to perform a wealth of tasks. Some of the key terms to know are: text generation (NLG), translation (NLT), text classification (NLC), and text understanding (NLU). In addition, LLMs can be easily accessed through frontends that allow humans and machines to interact with them. There are hardly any limits to the possible applications, including search fields in browsers, chatbots, virtual assistants, and writing assistants in text editors.
What is ChatGPT good at?
As noted above, the main capabilities of ChatGPT are various aspects of language processing, such as:
Text generation, also called Natural Language Generation (LNG). This is the ability of ChatGPT or other LLMs to generate text on command. The system generates a text in response to a specific command or question.
Text summary. One can ask ChatGPT to “Please summarize the following text: (Insert text here).” In a few seconds you get a reasonable summary of the text.
Text completion. You can enter a text into ChatGPT and add the request “Please finish this text” at the end. The software will finish the text as it thinks it should be.
Text categorization. You can also enter a text and ask ChatGPT to categorize it in different ways. You can even have this categorization created according to different parameters, such as content, tone, or target audience.
Translation. ChatGPT will translate a text into another language.
And people keep coming up with new ways to use ChatGPT. For example, you can say, “Write me a poem in stave rhymes with 20 verses on the topic of content marketing.” The application understands your request and tries to answer it in the best possible way.
What are the positive features of ChatGPT for content marketing?
From the point of view of content marketers, ChatGPT is a game-changer. With this application, anyone can now create professional-looking text — and will do so. In other words, far more texts will be published in the future than is already the case. And all these texts will compete for the attention of readers. In short, ChatGPT democratizes text creation while it intensifies competition.
But it also offers content marketers a lot of benefits. For example, you can use ChatGPT to outline or write articles, then optimize them with expertise and editorial craftsmanship. This can save time while producing high-quality content.
Or you can let ChatGPT provide you with text ideas. You can ask the application all kinds of questions and get reasonable, factual answers. The results must always be checked, however, because ChatGPT can at times produce inaccurate material.
In short: ChatGPT makes developing and writing text faster and easier.
What are the weaknesses of ChatGPT for content marketing?
ChatGPT cannot distinguish between “true” and “false.” The software generates its texts and answers based on the underlying data collection and statistical models. Thus, ChatGPT may write natural-sounding text, but it can be plain wrong or nonsensical. If you publish ChatGPT-generated SEO content with factual or content errors, you risk damaging your brand!
- The ChatGPT database is not up-to-date. Current data will be added bit by bit, but it will always be delayed. This means that the system cannot take into account the latest findings, new knowledge, and current trends. This can put you at a competitive disadvantage if you adopt the texts unedited.
- ChatGPT does not know sources — the application only understands statistical probabilities across billions of examples. It can’t even tell you where the information and “facts” related in the text come from. But texts that make assertions without citing sources have less authority than those that do. This can quickly lead to disbelief and loss of authority, especially with content about new developments and controversial claims. In short, when it comes to concrete positions and facts, you have no guarantee that ChatGPT is correct.
- Google makes great efforts to recognize AI-generated texts. Since its last Content Usability Update, the search engine is threatening to penalize sites that publish AI-generated texts. Google executive Danny Sullivan says, “Content created primarily for search engine placement is against our guidelines.” But he also added, “If the content is helpful and created primarily for people, it’s not a problem.” So be careful when publishing SEO texts from ChatGPT on your website. Make sure that ChatGPT text adds value for your visitors, or you risk disappearing from Google search results!
- ChatGPT is neither creative nor authentic. For content creators who want to attract readers through originality, ChatGPT is a limited tool.
How does content creation with AI work in the rellify platform?
The rellify™ platform uses artificial intelligence on three levels and three steps in the content creation process.
In the first step, rellify™ uses AI to understand topics. This is what we call content intelligence. This is a key factor for all content creators, as only content on relevant topics will have the desired impact. To do this, rellify™ uses machine learning to analyze a specific topic and selected sources (websites) on the internet. Our algorithm then creates a list of the most relevant topics for this context. These topics, determined by Deep Learning, lend themselves to content creation.
In the writing process, rellify™ also offers content creators automatic text creation based on GPT-3, from which ChatGPT is derived. This language model, also developed and provided by OpenAI, is integrated into the rellify™ platform. An author can have text elements created by clicking on the corresponding button while writing. These can be whole paragraphs, headings, or a summary. However, we expressly point out that we see the integrated GPT-3 text generator only as an aid. We therefore advise our customers to carefully check the text elements with this tool and revise them as needed by hand.
Finally, rellify™ uses artificial intelligence to facilitate search engine optimization for users. During the writing process, the AI continuously offers advice on the SEO quality of the text. The author receives a wide range of suggestions for improving the challenges of topic match, readability, and SEO. We also generate an R-score that indicates whether all these elements have been sufficiently optimized. This ranking score changes automatically as improvements are made to the article.
Can ChatGPT also be used in the rellify platform?
If the GPT-3 integrated into the platform is not enough, you can of course also use ChatGPT with rellify™. For example, a writer can copy questions generated through GPT-3 for an article into ChatGPT to see what answers that latter program generates. The writer can then use the response as a starting point.
You can also copy a completed article into ChatGPT and have a summary created. You can put this in front of your post or use it to promote the article on social media.
You might well come up with unique ways to use ChatGPT in conjunction with rellify™. However, there is one thing you should take to heart: Check all ChatGPT texts for correctness and rewrite them by hand. This is the only way to ensure the quality of your article and prevent it from being penalized by Google.
Conclusion: What are the advantages of using ChatGPT with rellify for your content production?
ChatGPT can provide some practical assistance to an author when developing an article in rellify™. It can alleviate some of the research effort and speed up text production. However, GPT-3, which is already integrated into rellify™, can do much of that work already.
No matter which text generation technology you use, we strongly advise that you not release machine-generated text unedited. The risks to brand image and Google visibility are too severe. However, if used conscientiously, ChatGPT & Co. are practical helpers that enable you to create better text faster.
… has published over 1,200 technical papers, as well as many studies and research on innovation technologies over the past 20 years. He is a research professor for AI at the International Innovation Center of Hankou University, in Wuhan, China.
At rellify, Sebastian Paulke is responsible for corporate communications as well as content strategies.