Was it Written by AI? How You Can Inform, Based on HubSpotters

In class, I discovered the fundamentals of fine writing — preserve it brief, concise, and grammatically right. 

By that definition, AI-written content material ought to be good, proper? But, once I mess around with instruments like ChatGPT, I discover a couple of pink flags. 

Positive, it is grammatically right, nevertheless it offers off severe “company converse” vibes. It follows a logical sequence, nevertheless it usually goes on prolonged tangents. And whereas its responses could also be correct, it usually lacks a novel perspective.

This is not to recommend AI-written content material is inherently dangerous. However in case you plan to leverage AI for content material creation, it is essential to know the place it falls brief, and how you can repair it.

4 Indicators It Was Written by AI

1. It is not skimmable.

As a author, it is good to think about that folks hold on to each phrase I write. The fact, nonetheless, is much completely different.

Gone are the times of leisurely studying the newspaper on the breakfast desk. Within the digital age, individuals need data, they usually need it shortly. 

However in case you’ve ever tinkered with an AI-writing device, you might discover it hasn’t mastered the artwork of brevity. For instance, once I ask ChatGPT to write down an intro for an article on how you can write higher headlines, it generates the next:

This intro is not essentially dangerous, nevertheless it’s a tad wordy and much too lengthy. Now evaluate it to a weblog publish from Neil Patel on the identical matter:

See the distinction?

Patel begins with a fascinating query, instantly piquing our curiosity. He additionally writes in brief, one or two-sentence paragraphs. Each these methods make content material simpler to skim and take in.

2. It is lacking experience.

Which article would you reasonably learn: “Find out how to Go Viral on TikTok” or “How To Go Viral on TikTok, From 3 Creators Who’ve Achieved It”?

I am prepared to guess the latter. That is the facility of experience — it immediately elevates any piece of content material with real-world expertise.

The issue? AI would not have any expertise. 

As Kaitlin Milliken, HubSpot Weblog’s Program Supervisor & Content material Editor, places it, “AI chatbots repackage data that we have heard one million occasions earlier than. If you happen to’re on the lookout for a recent perspective, you will need to attain out to a human knowledgeable.”

She provides, “Consultants have entry to the newest tendencies and newer knowledge than AI. Plus, they’ll pull from their real-world expertise. If there is a distinctive strategy to resolve an issue or strategy a state of affairs, nothing compares to listening to from individuals who have lived via it.”

Apart from being an knowledgeable (or consulting one), you may weave experience into your content material in different methods.

As an illustration, right here at HubSpot, lots of our articles embrace real-world examples, authentic knowledge, and “professional suggestions.” These parts not solely improve the credibility of our content material but additionally pack extra worth for the reader.

3. It is outdated.

Once I requested ChatGPT to write down an article about BeReal, a preferred photo-sharing app that launched in late 2021, right here was its response:

This is not only a ChatGPT drawback; all AI chatbots have information cut-offs. If you happen to use AI to write down about subjects exterior its scope, you threat producing outdated or irrelevant content material. 

Plus, when you think about that solely 45% of execs consider they might be capable to inform if ChatGPT gave them fallacious data, it creates loads of room for error.

For Clint Fontanella, HubSpot Weblog Supervisor, one workaround is to make use of AI to summarize analysis, not search it out. 

He advised me, “Once you need AI to write down about knowledge that’s exterior its database, my suggestion is to repeat content material from an present on-line supply and ask it to summarize and rewrite within the type of your selecting.”

As for Milliken, she provides a fact-checking step into her modifying course of. In her personal phrases: “Earlier than you publish something written with AI, fact-checking is important. If AI references a sure enterprise or particular person, you should definitely double-check and see in the event that they nonetheless exist. ChatGPT can get these particulars fallacious.”

4. It sounds generic or bland.

“The primary time I ask AI to write down something for me, it normally offers me probably the most company, templated response you may consider. One thing that is tremendous impartial and feels like a robotic wrote it,” Fontanella advised me.

That is relatable for a lot of AI customers, myself included. For instance, once I ask ChatGPT to “sound extra participating,” it usually writes in its signature corporate-y type, however with double the exclamation factors.

For Fontanella, the secret is tinkering with completely different styling prompts till you land on an output you want (e.g., “Sound extra lighthearted” or “Write within the tone of a HubSpot author”). Nevertheless, as he additionally factors out, this is not all the time an ideal resolution. You continue to must do some editorial heavy lifting earlier than taking your content material throughout the end line.

This might imply including humor, injecting private anecdotes, referencing popular culture, forming a novel opinion, or adopting a sure perspective. On this approach, you are utilizing AI as a basis to construct upon.

In Fontanella’s personal phrases: “Normally, AI cannot write a chunk that is on par with our commonplace of content material. Nevertheless, it may possibly undoubtedly write a couple of good sentences right here and there that may be the inspiration of your argument or paragraph. I extremely suggest cherry-picking sentences from paragraphs that you just like after which rewriting the paragraph round that sentence.”

Again to You

AI provides a completely new strategy to create content material, nevertheless it is not with out its limitations. This does not imply you must keep clear of those instruments. Nevertheless, it is best to leverage them as writing assistants, not as precise writers.

As a writing assistant, AI can suggest new concepts and angles, accumulate and summarize data, rephrase content material, and generate fundamental outlines, which you’ll be able to then elevate along with your creativity, experience, and perspective.