I Head Marketing for an A.I. Company – This is How I Use GPT (and other language learning models)

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As Chief Creative Officer at Gaming Analytics and the lead for the creative team at &MARKETING, I merge A.I. with the human craft of storytelling – targeting the casino industry. Below, my thoughts on using A.I. for writing.

A.I. for the First Draft

A.I. allows greater efficiency when creating the first draft – often, the first draft can be the most challenging. Using A.I. to write the first draft aligns with Adam Moss’s insights in “The Work of Art: How Something Comes from Nothing,” where he emphasizes the iterative nature of creative work. Like an artist refines initial sketches, I refine A.I.-generated drafts – editing – until the intended message is conveyed with craft.

The Importance of Human Creativity

Human creativity is paramount — empathy in particular — and content must resonate with our audience, considering terminology and engagement. 

Although A.I. is highly effective at managing data-driven tasks and generating a first draft, it lacks the capability to understand the more subtle aspects of human emotion and cultural nuances.

A.I. Writing Pitfalls

Reliance on A.I. without human oversight can lead to pitfalls:

  1. Generic Content: A.I. might generate text that lacks the unique flavor of our brand voice, leading to content that could be from ‘anyone.’ If the competition uses language-generated models to generate content, this is perfect for gaining an advantage with ‘human’ writing and creativity.
  2. Accuracy Issues: A.I.-generated content is sometimes marked by errors or outdated information, risking credibility.
  3. SEO and Engagement Risks: A.I.-generated content harms search engine visibility and user engagement.

My Strategy for A.I. Integration

Here is how I utilize A.I. in writing while preserving the human voice:

  1. A.I. as a Tool, Not a Replacement: I use AI to create initial drafts and overcome writer’s block, which helps me save time and bandwidth.
  2. The Creative Process: For ideation, storytelling, and editing, there is no substitute for a human. 
  3. Continuous Learning and Updating: Strategies are constantly revisited based on new data, SEO trends, and new A.I. tools.

While AI is a valuable writing tool, the human element shapes and defines our narratives; combining A.I.’s efficiency with human creativity boosts productivity and frees up bandwidth, making the workday and content creation most enjoyable.

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