I’m sure I’m not alone when I say it’s been a crazy year for content creators. The rapid introduction and advancement of tools like ChatGPT, Perplexity, Claude, and a host of others, have upended the content creation process for many offering both benefits and posing threats.
This year I’ve seen long-term clients go out of business, publications I’ve written for for years shut down, editors lose their jobs, clients leave–and then come back. It’s been a wild ride!
Shifting Tide for GenAI?
While it’s hard to say what 2025 will bring, I have noticed a few positive signs in recent months. While editors, agencies, publications, and others continue to use generative AI (GenAI) tools, I’m seeing some shift their use to more supportive functions rather than flat-out content creation.
Personally, I think that’s wise. Like others, I’ve experimented with these tools and, in fact, use them frequently. I generally have a couple open on my desktop at all times. But I don’t use them to create content both because I like writing and because I’ve found that I can’t really trust these tools. Not only do they “hallucinate” as many have found, but they outright lie!
Lies, Lies, and Blatant Inaccuracies
I’ve uploaded reports and transcripts asking for summaries, only to find that some of the provided information is nowhere to be found in the reports. When I point this out, the tool will say something like: “My apologies. You’re right. This information wasn’t in the report you provided.” Huh? So why did you include that information and where did you get it from?
I also find that even though I like using these tools, especially Perplexity, as search engines, the results provided are often not as relevant as what I might find on my own through a Google search. The sources are often credible, the results are often not current, and in some cases I’ve even come to wonder if some of the results are being paid for in some way (I do tend to be a bit of a conspiracy theorist…).
All in all, though, I’m glad I’m human.
Proud To Be Human
I’ve been using a tool called Authority for a while now as my digital portfolio. I used to use Wix, but it was more labor intensive than I wanted as a non-techie. Authority self-populates and, for the most part, is pretty reliable.
Every so often they also offer badges to users like the “Human Writer” badge which I just received again. It’s nice to be recognized for creating authentic copy. It’s getting harder and harder to do, though, as I’m increasingly finding that sources, editors, and clients sometimes use these tools to create their content.
That means that if I use that content–for instance, include a quote from an email response I received from a source who used AI to create the response, my own content has the potential to become tainted by AI. The same is true when I use a detailed outline or brief provided by a client who created their content using AI.
They may not care. But I care.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create, and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results at reasonable rates.
In addition to content creation we specialize in helping B2B clients raise awareness and drive website traffic through a strong LinkedIn and X presence.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
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