Not too long ago, the thought of a robot conjured the image of a boxy tin figure with an eerie monotone electronic voice, able to perform menial tasks but lacking any emotion and entirely controlled by humans. There was a time when it seemed pretty far-fetched that a robot would be able to drive a car, anticipate an outcome or perform brain surgery.
Over the years, robots, now called artificial intelligence (AI), have become more than just science fiction portrayals. The reality is we would not be able to enjoy many modern-day conveniences without robotics and automation. In fact, your business heavily relies on robotics and automation to produce those shiny new vehicles on your lot that bring in the big money. And lately, it’s possible that your marketing department has been developing its own relationship with certain AI tools that make writing digital content easier, faster and with minimal human direction.
As a Dealer, you have most likely heard of the AI writing tool Chat GPT or the design version tool like Microsoft Designer. They are taking the world by storm, and admittedly, they can be super helpful, saving time and money. However, before you fire your writer, they aren’t without their fair share of problems.
Here’s an example. I asked Chat GPT, “What is Chat GPT?” and it wrote this…
“ChatGPT is a large language model created by OpenAI that uses deep learning techniques to generate human-like responses to text-based prompts. GPT stands for “Generative Pretrained Transformer,” which refers to the architecture of the neural network used to create the model. The model was trained on a massive dataset of text from the internet and other sources, which allows it to generate coherent and contextually relevant responses to a wide range of prompts. ChatGPT can be used for a variety of applications, including chatbots, language translation, text summarization, and more.”
Ok, so if you couldn’t help but read that with a robotic tone in your head, it’s because it kind of sounds like something a robot would say, which leads me to the meat in this AI sandwich. Although this tool is fantastic and time-saving, it lacks the human element, a key ingredient in engaging with your audience. And guess what? AI tools like this are also friends with platforms like Google. Meaning Google can detect the fake robotic flavour of AI content, possibly affecting your search rankings.
There are ways a system like Chat GPT and other Large Language Models can shine. Suppose you wanted to write a product description with a large number of specific data points; a car or truck, for example. In these cases, an AI chat tool can be extremely helpful – with a few caveats. As with many things, the inputs are what determine the outputs. Like high-quality ingredients, they typically make better food – especially when you know how to mix them together.
With that line of thinking, consider what you can do if you submit the right vehicle data to an AI Chat tool and ask it to write you a Vehicle Description. No one expects Shakespeare when you write a Vehicle Description – what’s important are the vehicle’s key saleable features and benefits and the dealership where the vehicle is located.
While AI tools like Chat GPT can be incredibly helpful in creating online content for your dealership, there are some limitations to be aware of.
Lack of Originality – AI tools are programmed to learn from existing content and generate new content based on that. However, this can lead to a lack of originality in their content, which can hurt your brand’s reputation and potentially even lead to legal issues if you inadvertently plagiarize someone else’s work.
Limited Creativity – AI tools may need help with creative writing tasks such as developing unique concepts, engaging storylines or clever headlines. They also don’t have the ability to understand complex emotions and nuances that can add depth to your content.
Lack of Subject Expertise – ChatGPT may not have up-to-date or in-depth knowledge on specific topics, especially if they are highly specialized or beyond its training data. Additionally, ChatGPT is incapable of genuine critical thinking or analysis, which can be essential for well-researched articles and write-ups.
Poor Quality Content – While AI tools can produce a large volume of content quickly, the quality of that content may be subpar. If the AI doesn’t have access to high-quality data to learn from, it can lead to grammatical errors, factual inaccuracies, and poorly structured content that doesn’t resonate with your target audience. Also, since ChatGPT’s knowledge is based on the text it was trained on, it may produce outdated, incomplete, or even incorrect information.
Negative Impact on SEO – This is a big one. Using AI to produce content can sometimes result in content not optimized for SEO, hurting your search engine rankings. Google’s algorithms prioritize unique, high-quality, and relevant content, and if the AI-generated content doesn’t meet these standards, it could negatively affect your website’s search engine visibility.
TIP – There are many AI content detector tools that you can use to determine how “fake” an article is, so it’s a good idea to use one of these before you upload any AI content to your website.
Lack of Personal Touch – ChatGPT-generated text lacks the unique voice or style of a human writer. The human element is critical for creating engaging and memorable articles.
Overall, it’s important to remember that AI writing tools should be used as an aid, not a replacement, for human content creators. They can save time but must be used with caution if you want to post accurate, engaging content that doesn’t compromise your SEO. Think of it like this; if a human is a screwdriver, AI content generators are the power drill. Yes, the power drill works faster, but if you don’t know how to use it, it could cause damage and isn’t necessarily going to improve the job. If you have questions regarding online content creation, Leadbox is here and full of amazing humans who love to help.
Disclaimer – a human wrote this blog.
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