Should I use AI to create website content?

The wide use of artificial intelligence chatbots has caused uncertainty for those working in marketing, digital, PR and communications.

Since Google’s Bard and ChatGPT were released, users have begun to trial the natural language processing tools, which are driven by AI technology and can assist with writing tasks such as composing emails, essays, and code.

Each week brings new predictions. Shares in the education sector fell sharply when investors bet that artificial intelligence could upend business models.

Others predict more mundane futures, where bots will soon be as mundane a tool as Excel.

Rapid change

It has led clients to ask whether they should make greater use of AI to promote their businesses.

Given the rapid change made in the last 30 years since the internet revolutionised media and communication, AI is clearly going to be adopted as it evolves.

The simplest answer we can offer at this stage is to recommend experimentation.

But there are risks for anyone looking to use AI as a quick fix without thought for the EAT (Expertise, Authoritativeness, and Trustworthiness) by which your company will be assessed by Google and just as importantly, your customers, networks and staff. 

Perhaps the most telling point is made on screen when you first use Bard: “As you try Bard, please remember: Bard will not always get it right.

Future improvement

“Bard may give inaccurate or inappropriate responses. When in doubt, use the ‘Google it’ button to check Bard’s responses.”

Anyone who spends half an hour trialling AI will soon find that at this relatively early stage it can be both stunningly accurate and wildly factually inaccurate. It will only improve.

If facts matter to you and your reputation, AI at this time could be seen as a tool for making a first draft.

Rather than facing a blank page, AI can help you collect some points or thoughts to make.

They may not be the most neutral of judges, but who better to ask than Bard itself for the “pros and cons of using Bard or ChatGPT”?

Bard Pros

  • More accurate and up-to-date information, as it is trained on Google’s massive dataset of text and code.
  • Better at understanding complex questions and providing comprehensive answers.
  • Can generate creative text formats, like poems, code, scripts, musical pieces, email, letters, etc.

Bard Cons

  • Still under development, so there may be some bugs or errors.
  • Not as widely available as ChatGPT, as it is still in beta testing.

ChatGPT Pros

  • More widely available, as it is not in beta testing and can be used by anyone with a Google account.
  • Better at generating natural-sounding text.
  • Can be used to generate different creative text formats, like poems, code, scripts, musical pieces, email, letters, etc.

ChatGPT Cons

  • Not as accurate or up-to-date information, as it is trained on a smaller dataset of text and code.
  • Not as good at understanding complex questions and providing comprehensive answers.

Before wrapping up, Bard itself summarised the state of play as: “Ultimately, the best choice for you will depend on your specific needs and preferences. If you need the most accurate and up-to-date information, Bard is the better choice. If you need a more natural-sounding text generator, ChatGPT is the better choice.”

It is up to you whether you can side with Bard for unbiased opinion.

At Osborn Communications, we provide practical support for a range of businesses, through creating unique content that raises your profile and reaches new audiences.

Our approach is simple, no matter how the tech evolves. We identify the most promising stories and key information about you that is most likely to engage with the audiences you want to raise your profile with.

We will continue to adapt and evolve as new opportunities are shaped, with AI just one of the paths ahead which will change how people communicate.

For now, the final word goes to Bard: “I have limitations and won’t always get it right, but your feedback will help me improve.”

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