Balancing Creativity With Warning When Utilizing AI to Create Content material

The writer’s views are completely their very own (excluding the unlikely occasion of hypnosis) and will not all the time mirror 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 includes writing, solely amplifies this conundrum.

If this assertion resonates with you, you may 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 would churn out paragraph after paragraph of seemingly well-crafted copy at lightning pace. It was straightforward to examine how this would possibly revolutionize my work and permit me to change into a prose powerhouse. However the extra I performed with various 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 offer them with well-researched, well-articulated, and credible recommendation.

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

Some fundamental guidelines everybody must be following

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

Safeguard proprietary info

By no means, ever enter proprietary or delicate knowledge into the AI mannequin, together with firm knowledge and IP that isn’t freely out there within the public area. This additionally contains client-specific info like personal datasets, enterprise methods, inside reviews, 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 on account of fears AI might result in a possible leak of confidential knowledge as a result of potential for inputs to be saved and used as coaching knowledge.

I’d go one step additional and all the time substitute the topic’s title with a pseudonym. If you want to use actual knowledge for context, substitute all personally identifiable info (PII) and delicate enterprise info with anonymized or fictional substitutes.

Consent is crucial

Earlier than utilizing any consumer knowledge, guarantee you will have the mandatory permissions. Sharing knowledge with an AI mannequin will be thought-about knowledge sharing and may violate confidentiality agreements and knowledge safety legal guidelines, so that you do have to tread rigorously and shouldn’t assume you will have consent to share info. Get authorized recommendation when you want it.

Most purchasers and companies will likely be conscious individuals use generative AI now as a part of their work. For those who will be clear about how you employ AI instruments and the way you strategy consent and knowledge sharing, you’ll be able to go a great distance towards demonstrating that you just perceive and have mitigated any dangers.

Rigorously overview outputs

At all times overview the generated content material for unintentional inclusion of delicate knowledge. AI fashions would possibly infer from the information offered and unintentionally generate third social gathering delicate content material primarily based on their extant dataset.

You also needs to totally overview outputs to make sure they do not unintentionally reference proprietary or delicate consumer/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 type 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 once you’re referencing historic artists whose work is not protected by copyright. A current instance of the backlash of utilizing generative AI has been discussed by artists on imitating their style. Nevertheless, you’ll be able to completely leverage consumer model tone of voice instructions to information copy outputs.

Along with not replicating the type of particular authors or artists, respect all mental property rights. This contains textual content, pictures, designs, or another content material that could be topic to copyright.

Don’t mindlessly belief outputs

Full Truth CEO Will Moy not too long ago instructed the UK Online Harms and Disinformation inquiry on misinformation and trusted voices that “the flexibility to flood public debate with routinely generated textual content, pictures, video and datasets that present apparently credible proof for nearly any proposition is a recreation changer by way of what reliable public debate seems 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 will be harnessed to disseminate disinformation that would materially harm our lifestyle. The accountability of fostering an knowledgeable society lies not solely with fact-checkers and official authorities but additionally with us as content material creators, curators, and shoppers of data.

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

Sadly there isn’t a technological resolution to verifying if outputs are factually appropriate. Automated fact-checking has been round for a while now, and whereas it’s making vital strides in verifying a choose vary of fundamental factual assertions with out there authoritative knowledge, it still has its limitations. As of but, there is no such thing as a software that may totally 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 totally automated methods. Refined adjustments 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 number of films featuring 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 appropriate context?

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

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

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

Whereas AI fashions like ChatGPT could recommend hyperlinks associated to the subject, verifying these earlier than utilizing them is essential. Be certain that the hyperlinks are energetic, the domains are respected, and the particular pages are related and dependable. In lots of circumstances, it is best to search out your personal sources from established, reliable websites that you just’re conversant in.

Use fact-checking web sites

Web sites like Full Fact, Snopes, or will 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 knowledge

The accuracy of knowledge is usually time-sensitive. What was true a yr in the past could not maintain at present. When utilizing knowledge in your content material, all the time examine the date it was revealed or collected. Attempt to use the latest and related knowledge out there, and keep in mind ChatGPT’s coaching knowledge has the lower off-date of September 2021. So, when you ask the place the Queen of England at the moment resides, it can inform you Buckingham Palace.

Even utilizing essentially the most up-to-date mannequin, comparable to ChatGPT 4, doesn’t assure knowledge or accuracy will likely be improved. Whereas ChatGPT 4 is healthier at synthesizing info from a number of sources, OpenAI nonetheless admits its hallucination rate is similar to previous models.

Nonetheless not sure? Methods to cope with unsure info

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

For those who come throughout doubtful or unsupported information, take into account excluding them to keep up credibility. Nevertheless, if the data is essential to your matter however its validity is unclear, it is essential to specific this uncertainty to your viewers, presenting any alternate views if out there. If doable, seek the advice of material specialists within the related discipline to achieve additional perception and presumably resolve the paradox. (Additionally, keep in mind the experience factor of E-E-A-T – it’s in your curiosity to quote knowledgeable opinions.)

Talking of knowledgeable opinions, it’s essential to confirm that the knowledgeable 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’re liable for fact-checking the standing of the actual fact checker.

How ought to we be utilizing AI then?

Up to now, I’ve defined how one can scale back danger when utilizing AI instruments and easy methods to stop the dissemination of misinformation. In any case this, you would possibly really feel like instruments like ChatGPT sound extra bother than they’re price. 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 angle.

Nevertheless, as a advertising and marketing advisor and advisor, as a substitute 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 word that none of those contain asking the know-how to give you one thing from scratch.


Throughout the preliminary levels of the artistic course of, my first batch of concepts typically lacks originality or spark. That is one thing I hate about writing; it could possibly take me a very long time to get into the stream of it.

A clever artistic writing tutor as soon as instructed me that the primary half-hour of writing is about getting the crap concepts out of your head to make means for the nice ones. That’s why it feels so painful. Since AI-generated content material like ChatGPT relies on present materials, utilizing a deterministic engine to return essentially the most possible end result, I take advantage of it to rapidly generate these “unhealthy” concepts, successfully taking the reductive ideas off the desk. If ChatGPT can give you it, it’s most likely not a novel or attention-grabbing thought.


One other means I take advantage of AI to reinforce my creativity is by reflecting alone artistic output. For instance, after writing an article or creating a bit of labor, I typically use AI to summarise the important thing factors or arguments I’ve made, which I can then overview for completeness. This helps me make sure that I have never missed something essential 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 choose to cross issues by a human editor for a full overview as soon as I’m pleased.


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