Was it Written by AI? How You Can Inform, In accordance with HubSpotters

At school, I realized the fundamentals of excellent writing — preserve it quick, concise, and grammatically right. 

By that definition, AI-written content material needs to be good, proper? But, after I mess around with instruments like ChatGPT, I discover a couple of crimson flags. 

Positive, it is grammatically right, however it provides off critical “company communicate” vibes. It follows a logical sequence, however it usually goes on prolonged tangents. And whereas its responses could also be correct, it usually lacks a singular perspective.

This is not to recommend AI-written content material is inherently unhealthy. However should you plan to leverage AI for content material creation, it is vital to know the place it falls quick, and how one can repair it.

4 Indicators It Was Written by AI

1. It is not skimmable.

As a author, it is good to think about that individuals hold on to each phrase I write. The fact, nevertheless, is way completely different.

Gone are the times of leisurely studying the newspaper on the breakfast desk. Within the digital age, individuals need data, they usually need it shortly. 

However should you’ve ever tinkered with an AI-writing software, chances are you’ll discover it hasn’t mastered the artwork of brevity. For instance, after I ask ChatGPT to put in writing an intro for an article on how one can write higher headlines, it generates the next:

This intro is not essentially unhealthy, however it’s a tad wordy and much too lengthy. Now examine it to a weblog submit from Neil Patel on the identical subject:

See the distinction?

Patel begins with an enticing query, instantly piquing our curiosity. He additionally writes in brief, one or two-sentence paragraphs. Each these methods make content material simpler to skim and take in.

2. It is lacking experience.

Which article would you quite learn: “Learn how to Go Viral on TikTok” or “How To Go Viral on TikTok, From 3 Creators Who’ve Completed It”?

I am keen to wager the latter. That is the facility of experience — it immediately elevates any piece of content material with real-world expertise.

The issue? AI would not have any expertise. 

As Kaitlin Milliken, HubSpot Weblog’s Program Supervisor & Content material Editor, places it, “AI chatbots repackage data that we have heard 1,000,000 instances earlier than. When you’re in search of a recent perspective, you may need to attain out to a human skilled.”

She provides, “Specialists have entry to the most recent developments and newer knowledge than AI. Plus, they’ll pull from their real-world expertise. If there is a distinctive technique to resolve an issue or method a state of affairs, nothing compares to listening to from individuals who have lived via it.”

Moreover being an skilled (or consulting one), you possibly can weave experience into your content material in different methods.

As an illustration, right here at HubSpot, a lot of our articles embody real-world examples, unique knowledge, and “professional ideas.” These components not solely improve the credibility of our content material but additionally pack extra worth for the reader.

3. It is outdated.

After I requested ChatGPT to put in writing an article about BeReal, a preferred photo-sharing app that launched in late 2021, right here was its response:

This is not only a ChatGPT downside; all AI chatbots have information cut-offs. When you use AI to put in writing about matters outdoors its scope, you threat producing outdated or irrelevant content material. 

Plus, when you think about that solely 45% of execs consider they’d have the ability to inform if ChatGPT gave them improper data, it creates loads of room for error.

For Clint Fontanella, HubSpot Weblog Supervisor, one workaround is to make use of AI to summarize analysis, not search it out. 

He instructed me, “If you need AI to put in writing about knowledge that’s outdoors its database, my advice is to repeat content material from an present on-line supply and ask it to summarize and rewrite within the type of your selecting.”

As for Milliken, she provides a fact-checking step into her modifying course of. In her personal phrases: “Earlier than you publish something written with AI, fact-checking is crucial. If AI references a sure enterprise or individual, make sure to double-check and see in the event that they nonetheless exist. ChatGPT can get these particulars improper.”

4. It sounds generic or bland.

“The primary time I ask AI to put in writing something for me, it normally provides me probably the most company, templated response you possibly can consider. One thing that is tremendous impartial and appears like a robotic wrote it,” Fontanella instructed me.

That is relatable for a lot of AI customers, myself included. For instance, after I ask ChatGPT to “sound extra participating,” it usually writes in its signature corporate-y type, however with double the exclamation factors.

For Fontanella, the hot button is tinkering with completely different styling prompts till you land on an output you want (e.g., “Sound extra lighthearted” or “Write within the tone of a HubSpot author”). Nonetheless, as he additionally factors out, this is not at all times an ideal resolution. You continue to must do some editorial heavy lifting earlier than taking your content material throughout the end line.

This might imply including humor, injecting private anecdotes, referencing popular culture, forming a singular opinion, or adopting a sure perspective. On this approach, you are utilizing AI as a basis to construct upon.

In Fontanella’s personal phrases: “Basically, AI cannot write a bit that is on par with our normal of content material. Nonetheless, it could undoubtedly write a couple of good sentences right here and there that may be the muse of your argument or paragraph. I extremely advocate cherry-picking sentences from paragraphs that you just like after which rewriting the paragraph round that sentence.”

Again to You

AI presents a wholly new technique to create content material, however it is not with out its limitations. This does not imply you must keep clear of those instruments. Nonetheless, it is best to leverage them as writing assistants, not as precise writers.

As a writing assistant, AI can suggest new concepts and angles, accumulate and summarize data, rephrase content material, and generate primary outlines, which you’ll then elevate together with your creativity, experience, and perspective.