Of all the professions potentially impacted by ChatGPT, few face more existential threats than human writers. From having their content lifted to training AI to lose freelance gigs outright to algorithms, writers are understandably anxious about what the future holds.
On the flip side, you’ve got companies eager to wield ChatGPT like a budget-cutting lightsaber. According to a Resume Builder report, 58% of businesses using ChatGPT rely on it for copywriting—and 48% of those companies have used AI to replace employees.
For businesses, it sounds like a win: ChatGPT is affordable (even under its paid plans) and cranks out content faster than you can say, “meeting adjourned.” But the truth is, turning to AI over hiring a real, live human writer comes with risks that should give any business leader serious pause.
The Iron Triangle: Fast, Cheap, Good—Pick Two
In software development (and really, in life), there’s this concept called the “iron triangle.” You’ve got three factors: fast, good, and cheap. You can pick two, but trying to get all three is like trying to win the lottery while getting struck by lightning—it’s just not happening.
Herein lies the crux of the ChatGPT problem. Sure, you’re getting content quickly and on the cheap, but spoiler alert: quality suffers. We’ve all seen it before—what you save in dollars, you’ll pay for in reputation. And no one wants their brand’s content to look like the knock-off version of a luxury product.
Using ChatGPT to churn out content is like showing up to a potluck with a store-bought cake and passing it off as homemade. It’ll get the job done in a pinch, but when it comes to building long-term trust and credibility? Not so much.
ChatGPT’s Quirks: From Biases to Blunders
Let’s talk about ChatGPT’s shortcomings. It’s like that well-meaning intern who’s eager but always gets something wrong. The AI is prone to hiccups ranging from unintentional biases (hello, issues with racism, sexism, and more) to factual inaccuracies that can make your brand look like it skipped a few steps in research. (Digital Trends profiled these little AI missteps if you need a laugh—or a reminder to double-check your sources.)
Then, there’s the plagiarism problem. While ChatGPT can generate new content, it’s still pattern-matching based on the information it’s been trained on. This can lead to something dangerously close to existing copyrighted material, which is a great way to land in legal hot water. Nobody wants to deal with lawsuits over blog posts or the PR nightmare of being accused of stealing ideas from a competitor.
Martina Chisholm, Vice President of Marketing at Merit Financial Advisors, puts it perfectly: “At Merit, we use ChatGPT strategically—not as a substitute for human creativity, but as a tool to enhance our content. ChatGPT helps with brainstorming, outlining, and refining ideas, but the human touch ensures our brand’s voice and identity stay intact.”
Exactly. A human writer’s accountability—knowing their reputation and livelihood are on the line—adds a layer of quality control that AI simply can’t match.
Oh, and in case you missed it, ChatGPT spent part of February 2024 spitting out gibberish. Even the worst writers rarely turn in nonsense (though I’ve met a few close calls).
Data Risks and Privacy Nightmares
Let’s not forget about privacy. With employees feeding business data into ChatGPT for various tasks, sensitive information could end up in the AI’s brain (for lack of a better term). And while ChatGPT’s memory isn’t perfect, the last thing you want is your proprietary info swirling around in an AI’s training data. If you value confidentiality (and we assume you do), this is an area to tread carefully.
To avoid an oops-worthy situation, businesses need clear policies on AI use, setting boundaries on what info gets shared, and running audits on ChatGPT’s output. And hey, a little plagiarism-checking software couldn’t hurt either.
Plus, with AI regulations always evolving, staying on top of data protection laws is a must. The last thing your business needs is an embarrassing (and costly) misstep because someone was too chatty with ChatGPT.
Defining Quality in the Age of AI
At the heart of the debate is a question of quality. Are you satisfied with content that’s passable, cheap, and efficient? Or are you aiming for something that makes your brand stand out, something memorable, something human?
As Vox’s Sigal Samuel points out, if the internet becomes an endless echo chamber of ChatGPT-generated content, the AI will eventually start feeding off its own work. Think about that for a second—an infinite loop of regurgitated writing that kills originality and creativity. The worst-case scenario? The internet has become one big, bland blog with all the personality of a cold bowl of oatmeal.
Even if your business isn’t producing the next great American novel, originality matters. Whether it’s a blog post, product description, or marketing email, that spark of creativity is what separates you from the pack. In a crowded marketplace, having a unique voice is your secret sauce, your competitive edge. And it’s not something an algorithm can replicate—at least not yet.
ChatGPT: A Tool, Not a Takeover
In the end, it’s about making smart choices. Sure, ChatGPT can crank out content, and in some cases, it’s a useful tool to have in the mix. However, businesses that lean too heavily on AI run the risk of sounding robotic (literally) and losing the personal touch that connects with customers.
Writing is a craft—a skill that takes time to hone and effort to master. If we settle for “good enough,” we risk losing what makes our brands, our voices, and our messages special. So, while ChatGPT is here to stay, human writers aren’t going anywhere. In fact, investing in good writing might just become your business’s best-kept secret weapon in a world of AI-generated everything.
After all, when everything starts to sound the same, it’s the brands with a beating heart behind the words that customers will remember.