How to use Chat GPT to write Instagram captions? Don't.

The accessibility of AI has revolutionised the creative services space. Anyone with an OpenAI account, (which is free) can write a Blog, Essay, Instagram Caption or Sales Pitch within 30 seconds. The results feel tailor-made, with tones, length, and information included being wholly customisable. So why not? Why waste the extra investment in time, or money, or both, on pouring over words for hours to complete a task a robot can do in seconds? Here’s why: 

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1. Humans create content that appeals to humans

Let’s be frank, computers sound like computers. The genuine, warm, and flexible tone that’s inherently human has failed to be transferred to AI (yet). For example:

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I gave both my colleague David and Chat GPT the same brief for an Instagram caption:

“Write an Instagram caption in a friendly tone that describes how to make a Negroni in less than 100 words”

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“🍹✨ Crafting the perfect Negroni in a snap! Mix equal parts gin, sweet vermouth, and Campari over ice. Stir, not shake – we're keeping it classy! 🥄👌 Strain into a chilled glass and garnish with an orange twist for that citrusy kick. Voila! Your easy-peasy Negroni is ready to elevate any moment. Cheers to quick and tasty vibes! 🎉🥂 #NegroniMagic #CocktailTime #MixologyMastery”

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“Escape to Florence and Ignite your inner Clooney with this simple Negroni recipe👇

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* 30ml of your favoured gin

* 30ml of sweet vermouth

* 30 Campari

* Stir well with ice

* All that’s left to do is strain into a glass and savour the sweet taste of Italy ✨

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#Negroni #Mixology #MelbourneCocktail”

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Which one are you more drawn to? Yep! That’s the one my colleague wrote. 

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2. Homogenisation 

All content created by AI tools seeks to conform to a formula. The tools have identified what they believe to be the “winning copy formula” and employ it consistently to create content. Although this sounds like a flawless system, it has more cons than pros. The primary con is that all content begins to sound the same and thus you’ll never stand out. Your brand fades into the wall of robot-curated copy, and the engagement factor of your captions plummets.

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3. Information sources

Over the last few years, we’ve learned time and time again that believing everything you read on the internet is a foredoomed endeavour. Chat GPT skipped that lesson. It’s not the poor AI’s fault, but yes its only source of information is the internet meaning often the content spat out is inaccurate, outdated or irrelevant. Trusting this tool to create your captions infuses your content with that inaccuracy meaning you’re putting out potentially misleading and invalid information. Not only is this simply not a good look, but it also diminishes consumer trust in your brand and therefore your reputation.

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I even asked ChatGPT, “Do you provide accurate information?”

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“I strive to provide accurate and up-to-date information based on my training data, which goes up to January 2022. However, I don't have the ability to access real-time information or updates beyond that date. Additionally, I may not be aware of recent events or changes that have occurred after my last training cut-off.”

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TLDR: Not really. 

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I don’t doubt that one day AI will adopt a perfectly human tone and replace us all, but for now - we’re far from that. In the meantime, stick to humans, we definitely will be.