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 all the time 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 entails writing, solely amplifies this conundrum.

If this assertion resonates with you, you will 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 printed 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 short wins ChatGPT appeared to supply. Right here was a software that might churn out paragraph after paragraph of seemingly well-crafted copy at lightning pace. It was straightforward to ascertain how this would possibly revolutionize my work and permit me to grow to be a prose powerhouse. However the extra I performed with plenty of massive language fashions (LLM)/generative AI instruments, the extra I turned conscious of the dangers. Particularly as somebody who works with purchasers and has an obligation to supply them with well-researched, well-articulated, and credible recommendation.

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

Some fundamental guidelines everybody needs to be following

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

Safeguard proprietary info

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 info like non-public datasets, enterprise methods, inside stories, buyer info, and different confidential supplies. A number of corporations, together with Amazon, have restricted workers from utilizing instruments like GitHub Co-Pilot and ChatGPT as a consequence of fears AI might result in a possible leak of confidential information because of the potential for inputs to be saved and used as coaching information.

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

Consent is vital

Earlier than utilizing any shopper information, guarantee you will have the mandatory permissions. Sharing information with an AI mannequin might be thought-about information sharing and may violate confidentiality agreements and information safety legal guidelines, so that you do have to tread fastidiously and mustn’t assume you will have consent to share info. Get authorized recommendation if you happen to want it.

Most purchasers and companies might be conscious individuals use generative AI now as a part of their work. If you happen to might be clear about how you employ 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 evaluate outputs

At all times evaluate the generated content material for unintended inclusion of delicate information. AI fashions would possibly infer from the info supplied and unintentionally generate third occasion delicate content material based mostly on their extant dataset.

You must also completely evaluate outputs to make sure they do not unintentionally reference proprietary or delicate shopper/enterprise info.

Keep away from mental property infringements

When utilizing Midjourney to create imagery or ChatGPT to create copy, keep away from utilizing “within the fashion 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 while 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 fashion. Nonetheless, you may completely leverage shopper model tone of voice instructions to information copy outputs.

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

Don’t mindlessly belief outputs

Full Reality CEO Will Moy lately 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, pictures, video and datasets that present apparently credible proof for nearly any proposition is a recreation changer when it comes to what reliable public debate appears like, and the benefit 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 function in counteracting the benefit with which AI might be harnessed to disseminate disinformation that might materially injury 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 customers of knowledge.

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

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

The problem lies in context – the complexity and contextual sensitivity required for complete fact-checking continues to be past the scope of absolutely automated programs. Refined modifications in a declare’s wording, timing, or context could make it kind of affordable. Even a superbly correct statistic can misinform when the correlation is mistaken for causation (for instance, by yr, 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 information and figures are verified and used within the right context?

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

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

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

Whereas AI fashions like ChatGPT might 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 seek out your personal sources from established, reliable websites that you simply’re acquainted with.

Use fact-checking web sites

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

Stand up-to-date information

The accuracy of knowledge is commonly time-sensitive. What was true a yr in the past might not maintain at present. When utilizing information in your content material, all the time verify the date it was printed or collected. Attempt to use the latest and related information accessible, and bear in mind ChatGPT’s coaching information has the lower off-date of September 2021. So, if you happen to ask the place the Queen of England presently resides, it should inform you Buckingham Palace.

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

Nonetheless not sure? How you can cope with unsure info

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

If you happen to come throughout doubtful or unsupported information, take into account excluding them to keep up credibility. Nonetheless, if the knowledge is essential to your matter however its validity is unclear, it is vital to precise this uncertainty to your viewers, presenting any alternate views if accessible. If potential, seek the advice of material specialists within the related subject to achieve additional perception and probably resolve the anomaly. (Additionally, bear in mind the experience factor of E-E-A-T – it’s in your curiosity to quote skilled opinions.)

Talking of skilled opinions, it’s vital to confirm that the skilled you are quoting is credible. Suppose 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 liable for fact-checking the standing of the actual fact checker.

How ought to we be utilizing AI then?

Thus far, I’ve defined how one can scale back danger when utilizing AI instruments and find out how to 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 reality to this attitude.

Nonetheless, as a advertising and marketing advisor and guide, as an alternative of treating AI as a software to create the uncooked materials, I’m utilizing it to enhance my creativity and effectivity in 3 ways. You’ll observe that none of those contain asking the expertise to provide you with one thing from scratch.


In the course of the preliminary phases of the inventive course of, my first batch of concepts typically lacks originality or spark. That is one thing I hate about writing; it may take me a very long time to get into the stream 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 great ones. That’s why it feels so painful. Since AI-generated content material like ChatGPT relies on current materials, utilizing a deterministic engine to return probably the most possible end result, I exploit it to rapidly generate these “dangerous” concepts, successfully taking the reductive ideas off the desk. If ChatGPT can provide you with it, it’s most likely not a novel or attention-grabbing concept.


One other approach I exploit AI to reinforce my creativity is by reflecting alone inventive output. For instance, after writing an article or growing a chunk of labor, I typically use AI to summarise the important thing factors or arguments I’ve made, which I can then evaluate for completeness. This helps me make sure that I have not missed something vital and that my messaging is constant and coherent. Moreover, AI might help me establish gaps in my arguments or inconsistencies in my messaging. This course of is akin to “rubber-ducking” my copy at scale. Apparently I nonetheless desire to move issues by a human editor for a full evaluate as soon as I’m joyful.


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


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