Balancing Creativity With Warning When Utilizing AI to Create Content material

The creator’s views are totally their very own (excluding the unlikely occasion of hypnosis) and should not at all times replicate the views of Moz.

I am the type of author who hates to put in writing 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 broadcast 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 instrument that might churn out paragraph after paragraph of seemingly well-crafted copy at lightning pace. It was straightforward to check how this would possibly revolutionize my work and permit me to grow to be a prose powerhouse. However the extra I performed with quite a few giant language fashions (LLM)/generative AI instruments, the extra I grew to become conscious of the dangers. Particularly as somebody who works with shoppers 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 data

By no means, ever enter proprietary or delicate information into the AI mannequin, together with firm information and IP that isn’t freely out there within the public area. This additionally consists of client-specific data like non-public datasets, enterprise methods, inner experiences, buyer data, and different confidential supplies. A number of firms, together with Amazon, have restricted staff from utilizing instruments like GitHub Co-Pilot and ChatGPT on account of fears AI might result in a possible leak of confidential information as a result of potential for inputs to be saved and used as coaching information.

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

Consent is essential

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

Most shoppers and companies will probably be conscious individuals use generative AI now as a part of their work. In the event you may be clear about how you employ AI instruments and the way you method consent and information sharing, you possibly can go a good distance towards demonstrating that you just perceive and have mitigated any dangers.

Rigorously evaluation outputs

All the time evaluation the generated content material for unintended inclusion of delicate information. AI fashions would possibly infer from the info offered and unintentionally generate third get together delicate content material primarily based on their extant dataset.

You also needs to totally evaluation outputs to make sure they do not unintentionally reference proprietary or delicate consumer/enterprise data.

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 if you’re referencing historic artists whose work is now not protected by copyright. A latest instance of the backlash of utilizing generative AI has been discussed by artists on imitating their style. Nevertheless, you possibly can 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 consists of textual content, photos, designs, or some other content material which may be topic to copyright.

Don’t mindlessly belief outputs

Full Reality 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 mechanically generated textual content, photos, video and datasets that present apparently credible proof for nearly any proposition is a recreation changer by way of what reliable public debate seems to be 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 position in counteracting the benefit with which AI may 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 shoppers of data.

There are two important points with giant language fashions similar to ChatGPT. The primary is hallucination – which refers back to the era of outputs that aren’t primarily based on enter information or that considerably deviate from factual data current within the enter. Secondly, the fashions are solely pretty much as good as the info they’re skilled on – if the coaching information incorporates misinformation, the mannequin can study 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 important strides in verifying a choose vary of fundamental factual assertions with out there authoritative information, it still has its limitations. As of but, there isn’t any instrument that may absolutely automate the checking of outputs from one other instrument 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 techniques. Refined modifications in a declare’s wording, timing, or context could make it kind of cheap. Even a wonderfully correct statistic can misinform when the correlation is mistaken for causation (for instance, by 12 months, 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 info and figures are verified and used within the appropriate context?

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

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

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

Whereas AI fashions like ChatGPT might 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 precise pages are related and dependable. In lots of circumstances, it is best to search out your individual sources from established, reliable websites that you just’re accustomed to.

Use fact-checking web sites

Web sites like Full Fact, Snopes, or may be invaluable when verifying info. They supply detailed analyses of claims, usually referencing their sources, and may also help you separate truth from fiction.

Stand up-to-date information

The accuracy of knowledge is usually time-sensitive. What was true a 12 months in the past might not maintain right this moment. When utilizing information in your content material, at all times verify the date it was printed or collected. Attempt to use the newest and related information out there, and bear in mind ChatGPT’s coaching information has the minimize off-date of September 2021. So, when you ask the place the Queen of England presently resides, it’ll let you know Buckingham Palace.

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

Nonetheless uncertain? Methods to cope with unsure data

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

In the event you come throughout doubtful or unsupported info, contemplate excluding them to keep up credibility. Nevertheless, if the knowledge is essential to your subject however its validity is unclear, it is essential to precise this uncertainty to your viewers, presenting any alternate views if out there. If potential, seek the advice of material specialists within the related area to achieve additional perception and probably resolve the paradox. (Additionally, bear in mind the experience component of E-E-A-T – it’s in your curiosity to quote skilled opinions.)

Talking of skilled opinions, it’s essential 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 accountable for fact-checking the standing of the very fact checker.

How ought to we be utilizing AI then?

Up to now, I’ve defined how one can cut back danger when utilizing AI instruments and the way to stop the dissemination of misinformation. In spite of everything this, you would possibly really feel like instruments like ChatGPT sound extra bother than they’re price. In spite of everything, 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 an alternative of treating AI as a instrument to create the uncooked materials, I’m utilizing it to enhance my creativity and effectivity in 3 ways. You’ll notice that none of those contain asking the know-how 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 usually lacks originality or spark. That is one thing I hate about writing; it could actually take me a very long time to get into the circulation of it.

A sensible inventive 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 approach 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 shortly generate these “unhealthy” concepts, successfully taking the reductive ideas off the desk. If ChatGPT can provide you with it, it’s in all probability not a novel or attention-grabbing concept.


One other approach I take advantage of AI to boost my creativity is by reflecting by myself inventive output. For instance, after writing an article or creating a bit of labor, I usually use AI to summarise the important thing factors or arguments I’ve made, which I can then evaluation for completeness. This helps me be sure that I have not missed something essential and that my messaging is constant and coherent. Moreover, AI may also 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 want to go issues by a human editor for a full evaluation 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 whole paragraph preparations, I can establish extra participating and impactful methods to convey my message. I don’t usually copy and paste the variants phrase for phrase, however cherry-pick the most effective bits from the outputs. Typically that’s only a phrase.