The big question on everyone’s mind since the recent popularity of AI-generated content is “Is it going to replace human creativity?”. We’ve seen a rise in machine-generated artwork that mimics real art in an incredible way, making visual artists start to wonder if their unique skills are being replaced by machines. Plus new AI-generated filters are freaking people out for their ability to really change a user’s appearance, creating new fears of unrealistic beauty standards, or being “catfished” by people online.
Language modeling tools like ChatGPT have also been making waves for their writing abilities, making some creators of written content start to question their place in the world.
As a group of creatives, the team at TMG Global decided to conduct an experiment to see just how well we perform against ChatGPT, and what we can learn from the content-generating tool that’s got everyone talking. We looked at the different types of content created by TMG Global and then asked ChatGPT to perform the same task. The results were interesting, and we’ll take a look at them in a moment.
Simply put, TMG Global is a group of writers that work to connect tech brands from around the globe to target audiences outside of their reach. We help them to establish a voice that speaks to audiences in a tone that is unique to the brand but widely understood by different demographics. Our goal is to understand your target audience and tell them about your brand in a way that they can relate to, and be excited to interact with it.
We’ve provided unique communications solutions for consumer electronics brands that manufacture smartphones, computer monitors, and a variety of robotic cleaners. We’ve also managed to simplify the communication dilemmas of cybersecurity and renewable energy providers, and mobile application developers to name a few.
It’s safe to say that we work in a niche market of the copywriting industry, one that requires constant monitoring of new developments, and knowledge of specific competitors and audiences. ChatGPT reports that it is trained on over 45 terabytes of text, and it can “understand and generate text in a wide variety of topics and domains”. So how does that compare to our team?
The first task was to write a blog selling the same product to different age groups:
Imagine being able to wake up to the smell of freshly brewed coffee, the curtains slowly opening to let in the warm sunlight, and best of all a sparkling floor. Say hello to the future. We’ve got the latest and greatest in home automation technology. A robot vacuum that’ll make your life more convenient and comfortable than ever before.
Life can get chaotic, especially when you’re young, and with that in mind the robot vacuum has been made for you. Designed for the tech-savvy, it can be used with a voice assistant or through an app. Experience more and hit all the restaurants on your list and leave the dirty work to the robot vacuum.
Convenience doesn’t begin to cover what this robot vacuum can do. Brought to you by leading tech experts, the suction power is unrivaled and gets rid of any and all dirt and debris. Pet hair is easily sucked up, giving you more time with your pets and less cleaning up behind them.
Day-to-day cleaning can become a challenge as we mature, because not only is it physically taxing, but there simply isn’t any time for it. There’s an easy solution to this, the robot vacuum. Now you can easily clean your home without lifting a finger.
The days of lugging around heavy corded vacuum cleaners and making sure that every nook and cranny is dust free are long gone. By simply pressing a button the robot vacuum can easily make its way through your home and get rid of all dirt and dust.
Robot vacuums are great for when we start to get older, as it is a lightweight appliance that features sensors that allow them to navigate the home so you don’t have to move any furniture. The robot vacuum is also fully equipped with specialized brushes to get rid of pet hair, so you can rather spend your time playing with your furry friends.”
The content that the AI created was very similar and did not take into account the different age categories. It also did not highlight the different features that may be more appealing to one age group as compared to the other. Overall, while it produced factual information the writing did not invoke a connection with its target audience nor was the copy engaging or relatable in terms of style.
We’re already aware that ChatGPT is limited by its inability to connect to the internet, so it has no knowledge of current affairs or industry developments. We decided to test how much information we could be losing out on if we utilized only ChatGPT to create content for an industry that’s constantly changing, like cyber security.
Cyber-attacks disrupt business operations, steal sensitive data, and conscript computers and networks as proxies to launch further attacks against other victims or hold systems and data for ransom. Gartner predicts that by 2025, 45% of organizations worldwide will have experienced attacks on their software supply chains - a three-fold increase from 2021.
CommonSpirit Health was the victim of a cyber-attack in October 2022 that compromised the personal data of over 600,000 patient records – allegedly causing one child to be accidentally given five times the amount of medication needed. The incident interrupted access to electronic health records and delayed patient care in multiple regions. In an update released in December, the company confirmed it suffered a ransomware attack and stated that threat actors gained access to portions of its network between September 16 and October 3.
Just last year, the top US fuel pipeline operator Colonial Pipeline had to shut down its entire network - the source of nearly half of the US East Coast's fuel supply - after a ransomware attack that was coined as one of the most disruptive digital operations ever reported. Colonial Pipeline revealed that it paid hackers nearly $5 million to regain access to its systems.
A 2022 survey found that 80% of global corporate executives deemed meeting the legal cybersecurity and data protection requirements imposed on companies was an effective solution.
The use of firewalls, endpoint security, and advanced threat detection software is the only thing preventing you and your network from being the next potential victim of a cyber-attack.”
Assuming that ChatGPT did have access to recent data, it still would have failed to include statistics on the impact that each cyber attack had on its victims, thus failing to paint a picture of the importance of cyber security. It did, however, do a good job of providing pieces of information that we could do further research on, in order to keep businesses informed about threats to their data.
At the time of writing this blog, we caught wind of the release of GPT-4, the latest offering from OpenAI which according to them, “exhibits human-level performance on various professional and academic benchmarks.” It appears that ChatGPT has stayed true to the idea of constantly expanding its vocabulary as it continues to learn from new text. So perhaps the War of Words between TMG Global and ChatGPT has just commenced? Check back with us soon for part 2.
