Using Artificial Intelligence in the Workplace

Recently, the world has been swept up in the wave of Artificial Intelligence (AI) due to the accessibility of free AI platforms like ChatGPT, which can execute a multitude of tasks in mere seconds. At Sway, we've experienced firsthand the advantages of integrating ChatGPT into our daily operations. However, it's important to note that while ChatGPT excels in many areas, there are tasks where it falls short. To provide insight into its capabilities within copywriting, we've compiled a list detailing what ChatGPT can and cannot accomplish.

A photo of Kimberte presenting metrics to his co-workers.

1. Can: Enhancing Quality Assurance

Mistakes in copywriting can be costly and damaging to a brand's reputation. ChatGPT plays a crucial role in enhancing quality assurance by identifying errors and inconsistencies in the final deliverables. With its ability to quickly analyze text, ChatGPT can detect punctuation errors, spelling mistakes, and grammatical inaccuracies, allowing copywriters to rectify them before finalizing the content. Integrating ChatGPT into the workflow provides an additional clearance step, instilling confidence in the accuracy and professionalism of the work.

2. Cannot: Create Unique Ideas

While ChatGPT can be a valuable resource for generating compelling ideas, it often lacks originality by regurgitating pre-existing concepts. This tendency raises concerns about the uniqueness of generated content, blurring the distinction between original work and mere replicas of previously published material.

A photo of a person on a computer.

3. Can: Summarize Large Texts

ChatGPT proves invaluable for swiftly distilling extensive amounts of content into concise summaries. For instance, when crafting a social media post to promote a newly released blog, inputting the blog's content into ChatGPT offers a quick overview of its key points. Moreover, when encountering complex or confusing passages, leveraging ChatGPT can provide clarity and aid comprehension. It is important to note that while ChatGPT is a reliable source, client's confidential information, such as a not-yet released item, should not be shared with the platform to ensure protection of their privacy.  

4. Cannot: Maintain a Brand Voice

Maintaining a consistent brand voice is paramount in effective copywriting. This voice should be compelling, engaging, and capable of evoking emotion. However, due to its nature as a basic AI software, ChatGPT lacks empathy and emotional intelligence. While it excels at tasks like correcting punctuation, it falls short in grasping the intended emotional nuances of a piece of writing, thus missing the mark on delivering persuasive messaging.

5. Can: Assist With Video and Image Editing

AI can help designers quickly edit photos, enabling them to focus on larger design tasks. For example, if there are leaves in an image that need to be removed because they don't fit the design's appeal, AI can quickly eliminate them, saving the designer from manually editing each leaf. This allows designers to concentrate on more critical aspects of the project. While AI is a valuable tool, illustrations and graphics created by designers carry greater weight because they are realistic and unique. Often, AI combines existing designs, whereas a real designer creates original work with a personal touch.

At Sway, we have found that incorporating ChatGPT into the workplace empowers our team to produce high-quality content efficiently. By leveraging ChatGPT for quality assurance and text summarization, while also being aware of its weaknesses such as content creation and branding voice, Sway can produce strong, unique deliverables for our clients. Like people, ChatGPT can also make mistakes, so it is important to research any information provided to ensure that it is factual and review the work a few more times before sending it out.