Why I’m ditching Chat GPT to help write my content

And why you should consider it too, if you want to build a brand that outlasts the rest.

This isn’t a full on rebellion. Just a step back from the ledge.

Because honestly, I actually couldn’t live without Chat GPT now. It helps me brainstorm ideas, analyse gaps in my thinking, create funnels, build strategies for my marketing. Yada, yada… We all know the immense time saving it can have, when as entrepreneurs, we need to grow 5 arms, take on 5 job roles and still be functioning humans (but lord knows, everything in my body wants to resist, I’m an old soul ya know)

But whether I like it or not, AI is here, and here to stay. So for now, I’m embracing it. 

BUT, I would be an absolute hypocrite preaching about building soulful brands, if all the while I was outsourcing my own voice — the thing that holds a monumental amount of weight in building our brands and creating connection — to a being, robot, thing (whatever it is).

I say this with love and just a sprinkle of sass, I don’t care how many people tell me you can train it in your tone of voice… you can’t (yet anyway). Trust me, I have tried out of sheer morbid curiosity… and stubbornness.

There are obvious tells that you just can’t train out of Chat GPT; The abundance of em-dashes like they’re going out of fashion, the rhythmic cadence of the copy, the power of 3 used everywhere… “you’ll get tools, templates and training”. Formulaic phrases like, “ It’s not X, It’s just not Y”, certain words or phrases that pop up all over the show like ‘chefs-kiss’ and ‘hot takes’,  try hard humour and overly emotional copy (again with the power of 3) like: “you’ll walk away with energy, motivation and zest for life”. Rhetorical questions… everywhere!!. And perfect. Fucking. Grammar. Yes, I realise I shouldn’t be complaining about perfect grammar (especially as someone who trained as a Journalist), but there’s a realness to something that’s been typed with passion and not overly analysed with a fine fucking tooth comb (I can see my mum rolling her eyes at this as I type (sorry mum)).

At the end of the day, Chat GPT is un-original, it spews out the same ideas over and over again. I got caught in the trap of thinking it was finally producing original sounding copy, and then, I started to notice the same phrases and words used in other people’s content. It was like when you buy a car and then you can’t stop seeing your car everywhere you go…

So, here we are. I’m on the rollercoaster, and now I can’t get off. 

But my main issue isn’t the un-originality. My main issue is that to build a brand — a brand with SOUL, GUTS and HEART that truly attracts your people — they need to feel YOU. And only YOU. Not a slightly tweaked version, slightly funnier, edgier, sassier. Not one that uses phrases you would never use in a million years before Chat GPT took hold. 

But the real, human, unfiltered version of you. Because real = connection. 

Let Chat GPT do the heavy strategy work, don’t let it take over the soul work. Because using it to filter your voice through is like handing over the keys to your car and expecting to end up in the right destination. You’ll end up lost, re-tracing your journey to blands-ville, and wonder why when you look up to finally smell the roses, the quirky, powerful, ambitious humans you really wanted to attract have been replaced by something a little less… soulful.

Have the courage that your words will land with the right people. Because if they’re from you and from the heart, I promise you they will (grammar errors and all).

And there will come a time (not so far in the distant future) where generic, AI copy is relegated to the bargain bin..It will have lost it’s shine, and be reserved only for cheap brands who just exist make a quick £. It’s a repeated pattern in society. Because humans need human connection.

The brands building real audiences, real connection and real soul will be the ones to outshine and outperform, building an army of superfans who are craving authenticity like it’s a bowl of pasta Carbonara!

And quite frankly, if you’re not putting yourself at the absolute heart of your brand and business? What else is there?

These are all my own words. No AI product was used to create this content despite the apperance of em dashes ;)