Balancing Creativity With Warning When Utilizing AI to Create Content material


The creator’s views are fully their very own (excluding the unlikely occasion of hypnosis) and should not at all times replicate the views of Moz.

I am the type of author who hates to jot down however loves having written. Main a advertising and marketing consultancy, the place 99% of my work includes writing, solely amplifies this conundrum.

If this assertion resonates with you, you may perceive the attract of generative synthetic intelligence (AI) instruments like ChatGPT for entrepreneurs, whether or not they’re client-side or agency-side. These applied sciences have the potential to simplify an arduous writing course of, serving to writers skip the torture of the clean web page and fast-forward to the gratification of a broadcast article. It’s a junk meals promise, satisfaction with out effort.

I first dipped my toes into the world of generative AI in November 2022 and was initially captivated by the fast wins ChatGPT appeared to supply. Right here was a instrument that would churn out paragraph after paragraph of seemingly well-crafted copy at lightning velocity. It was simple to check how this would possibly revolutionize my work and permit me to develop into a prose powerhouse. However the extra I performed with plenty of giant language fashions (LLM)/generative AI instruments, the extra I grew to become conscious of the dangers. Particularly as somebody who works with shoppers and has an obligation to offer them with well-researched, well-articulated, and credible recommendation.

This text is my try to offer guardrails and recommendation for entrepreneurs who’re rightfully skeptical of the AI revolution.

Some primary guidelines everybody must be following

Whether or not you’re utilizing generative AI instruments to create content material for your self, your employer, or a consumer, there are some primary tenants to comply with.

Safeguard proprietary data

By no means, ever enter proprietary or delicate information into the AI mannequin, together with firm information and IP that’s not freely accessible within the public area. This additionally consists of client-specific data like personal datasets, enterprise methods, inside experiences, buyer data, and different confidential supplies. A number of corporations, together with Amazon, have restricted staff from utilizing instruments like GitHub Co-Pilot and ChatGPT because of fears AI might result in a possible leak of confidential information as a result of potential for inputs to be saved and used as coaching information.

I’d go one step additional and at all times change the topic’s title with a pseudonym. If that you must use actual information for context, change all personally identifiable data (PII) and delicate enterprise data with anonymized or fictional substitutes.

Consent is crucial

Earlier than utilizing any consumer information, guarantee you might have the mandatory permissions. Sharing information with an AI mannequin may be thought of information sharing and may violate confidentiality agreements and information safety legal guidelines, so that you do must tread rigorously and mustn’t assume you might have consent to share data. Get authorized recommendation in the event you want it.

Most shoppers and companies shall be conscious individuals use generative AI now as a part of their work. In case you may be clear about how you utilize AI instruments and the way you method consent and information sharing, you may go a great distance towards demonstrating that you simply perceive and have mitigated any dangers.

Rigorously assessment outputs

All the time assessment the generated content material for unintentional inclusion of delicate information. AI fashions would possibly infer from the information offered and unintentionally generate third celebration delicate content material primarily based on their extant dataset.

You also needs to completely assessment outputs to make sure they do not unintentionally reference proprietary or delicate consumer/enterprise data.

Keep away from mental property infringements

When utilizing Midjourney to create imagery or ChatGPT to create copy, keep away from utilizing “within the type of X” prompts which direct the mannequin to mimic a person’s work. This might violate copyright legal guidelines and is frankly extraordinarily lazy, even whenever you’re referencing historic artists whose work is now not protected by copyright. A current instance of the backlash of utilizing generative AI has been mentioned by artists on imitating their type. Nevertheless, you may completely leverage consumer model tone of voice instructions to information copy outputs.

Along with not replicating the type of particular authors or artists, respect all mental property rights. This consists of textual content, photos, designs, or every other content material which may be topic to copyright.

Don’t mindlessly belief outputs

Full Truth CEO Will Moy not too long ago informed the UK On-line Harms and Disinformation inquiry on misinformation and trusted voices that “the power to flood public debate with mechanically generated textual content, photos, video and datasets that present apparently credible proof for nearly any proposition is a recreation changer when it comes to what reliable public debate seems to be like, and the convenience of kicking up a lot mud that nobody can see what’s going on. That could be a very well-established disinformation tactic.”

As members of a democratic society striving for clear public discourse, we should acknowledge our position in counteracting the convenience with which AI may be harnessed to disseminate disinformation that would materially harm our lifestyle. The duty of fostering an knowledgeable society lies not solely with fact-checkers and official authorities but in addition with us as content material creators, curators, and shoppers of data.

There are two vital points with giant language fashions resembling ChatGPT. The primary is hallucination – which refers back to the era of outputs that aren’t primarily based on enter information or that considerably deviate from factual data current within the enter. Secondly, the fashions are solely nearly as good as the information they’re educated on – if the coaching information accommodates misinformation, the mannequin can be taught and replicate it.

Sadly there isn’t a technological resolution to verifying if outputs are factually right. Automated fact-checking has been round for a while now, and whereas it’s making vital strides in verifying a choose vary of primary factual assertions with accessible authoritative information, it nonetheless has its limitations. As of but, there isn’t a instrument that may totally automate the checking of outputs from one other instrument with 100% accuracy.

The problem lies in context – the complexity and contextual sensitivity required for complete fact-checking remains to be past the scope of totally automated programs. Refined adjustments in a declare’s wording, timing, or context could make it kind of affordable. Even a wonderfully correct statistic can misinform when the correlation is mistaken for causation (for instance, by 12 months, the variety of individuals drowned in swimming pools correlates with the variety of movies that includes Nicholas Cage).

So how can we use our human powers of reasoning and decision-making to make sure that details and figures are verified and used within the right context?

Confirm sources, figures, and details with a number of third-party trusted sources

Chorus from taking the knowledge offered at face worth. Make a behavior of cross-checking any details, figures, or sources offered in AI-generated content material with a number of trusted sources. This might embody respected information retailers, authorities databases, or tutorial journals.

Don’t belief hyperlinks generated by Generative AI instruments; discover your individual

Whereas AI fashions like ChatGPT could recommend hyperlinks associated to the subject, verifying these earlier than utilizing them is essential. Make sure that the hyperlinks are lively, the domains are respected, and the precise pages are related and dependable. In lots of circumstances, it is best to search out your individual sources from established, reliable websites that you simply’re conversant in.

Use fact-checking web sites

Web sites like Full Truth, Snopes, or may be invaluable when verifying details. They supply detailed analyses of claims, typically referencing their sources, and might help you separate truth from fiction.

Rise up-to-date information

The accuracy of information is commonly time-sensitive. What was true a 12 months in the past could not maintain as we speak. When utilizing information in your content material, at all times examine the date it was revealed or collected. Attempt to use the latest and related information accessible, and bear in mind ChatGPT’s coaching information has the reduce off-date of September 2021. So, in the event you ask the place the Queen of England at the moment resides, it’ll inform you Buckingham Palace.

Even utilizing probably the most up-to-date mannequin, resembling ChatGPT 4, doesn’t assure information or accuracy shall be improved. Whereas ChatGPT 4 is best at synthesizing data from a number of sources, OpenAI nonetheless admits its hallucination price is much like earlier fashions.

Nonetheless not sure? Easy methods to cope with unsure data

When encountering unsure or unverified data, it is important to train warning and transparency.

In case you come throughout doubtful or unsupported details, think about excluding them to keep up credibility. Nevertheless, if the knowledge is essential to your matter however its validity is unclear, it is necessary to precise this uncertainty to your viewers, presenting any alternate views if accessible. If attainable, seek the advice of subject material specialists within the related discipline to achieve additional perception and presumably resolve the paradox. (Additionally, bear in mind the experience aspect of E-E-A-T – it’s in your curiosity to quote professional opinions.)

Talking of professional opinions, it’s necessary to confirm that the professional you are quoting is credible. Assume like Google right here – is the person talked about on different high-quality web sites? Have they got related {qualifications}, are they cited in skilled journals or publications? You might be answerable for fact-checking the standing of the very fact checker.

How ought to we be utilizing AI then?

To this point, I’ve defined how one can cut back danger when utilizing AI instruments and how you can forestall the dissemination of misinformation. In any case this, you would possibly really feel like instruments like ChatGPT sound extra hassle than they’re value. In any case, contemplating the due diligence required, you would possibly query if it’s simpler to easily create the content material unaided. There is a component of fact to this angle.

Nevertheless, as a advertising and marketing advisor and guide, as an alternative of treating AI as a instrument to create the uncooked materials, I’m utilizing it to enhance my creativity and effectivity in 3 ways. You’ll word that none of those contain asking the know-how to give you one thing from scratch.


Throughout the preliminary levels of the inventive course of, my first batch of concepts typically lacks originality or spark. That is one thing I hate about writing; it could actually take me a very long time to get into the circulation of it.

A smart inventive writing tutor as soon as informed me that the primary half-hour of writing is about getting the crap concepts out of your head to make approach for the nice ones. That’s why it feels so painful. Since AI-generated content material like ChatGPT is predicated on present materials, utilizing a deterministic engine to return probably the most possible end result, I exploit it to shortly generate these “unhealthy” concepts, successfully taking the reductive ideas off the desk. If ChatGPT can give you it, it’s in all probability not a novel or attention-grabbing thought.


One other approach I exploit AI to boost my creativity is by reflecting by myself inventive output. For instance, after writing an article or growing a bit of labor, I typically use AI to summarise the important thing factors or arguments I’ve made, which I can then assessment for completeness. This helps me be sure that I have not missed something necessary and that my messaging is constant and coherent. Moreover, AI might help me determine gaps in my arguments or inconsistencies in my messaging. This course of is akin to “rubber-ducking” my copy at scale. Curiously I nonetheless want to go issues by a human editor for a full assessment as soon as I’m blissful.


I additionally use AI to generate variations of my authentic content material, giving me completely different views on presenting my concepts. By exploring different phrasings, sentence buildings, and even total paragraph preparations, I can determine extra partaking and impactful methods to convey my message. I don’t usually copy and paste the variants phrase for phrase, however cherry-pick the very best bits from the outputs. Typically that’s only a phrase.


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