For most content creators, AI chatbots have evolved from competitor to ally. I
remember how pissed I was when a longtime client stopped asking me to write
their press releases because ChatGPT could do it for free. And while that approach
might be fine for press releases (I’d argue it’s not), it’s foolish to use a chatbot to
write blogs, social media posts, or longer form content. Here’s why.

Every client wants to promote specific, differentiated messages to build a unique
market position, a unique brand. Part of those messages is having a unique
company/author voice. So, I have four questions I ask when a client becomes
enamored of a chatbot as a replacement for real writing:

1. I ask the client to use the chatbot. I evaluate the result offline and then
   rewrite the content myself. I show both versions to the client and point out
   how and why my version is better. (Reviewing tools are great for this.) If the
   response is, “We don’t care,” then I shop for a more discriminating client.
2. I ask the client, “What’s your goal with this piece?” Generally, it’s happier
   customers, easier sales conversions, more followers, or things like that. I
   then give them a 2-minute lesson on how content marketing builds a brand
   (i.e., message differentiation, voice, clarity, consistency, etc.)
3. I then show the chatbot version of the content and ask, “How well does this
   move the needle toward your goal?”
4. I’ll show my version of the content. I often see the lights come on and they
   now understand why experienced writers are better than chatbots at creating
   final copy.

Don’t get me wrong. I like chatbots and use them to summarize, organize, and
sometimes even research specific topics. But I never use them to write content.
There are still plenty of intelligent marketers out there who know that real writers
deliver better results.