In pop culture, the term "artificial intelligence" is associated with a villain. It most often takes the form of a robot that has acquired murderous tendencies and, one way or another, plans to eliminate humanity. With the rapidly growing popularity of OpenAI's work, ChatGPT, Hollywood-esque associations are growing stronger, and popular media headlines threaten to take away all our jobs and, ultimately, eliminate our species.
However, before this clickbait vision comes true, it is worth taking a look at the current state of AI that talks to us and getting to know this tool better.
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What is ChatGPT?
In November 2022, OpenAI released its product, simply called ChatGPT. The chatbot is based on GPT, or Generative Pre-trained Transformer, one of the LLM (Large Language Model) models. It relies on machine learning, which, when exposed to massive amounts of text data, generates contextualized content. The "learning" is based on a neural network—a mathematical model that imitates the human brain.
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GPT training can be compared to accelerated language learning— the model first "reads" a text and "learns" the rules of the language based on it. Then, using the provided content, it can generate a more or less grammatically correct response.
OpenAI trained its chatbot on internet content published up to the end of 2021. It doesn't draw information from later publications. Furthermore, when asked about new releases from November 2021, OpenAI claims it can't provide them because its knowledge only covers the period up to December 2021.
ChatGPT – how to use it?
The ability to collaborate with the chatbot opens after creating a free account. When logging in, you'll need to provide a phone number, which will be sent a verification code. Then, you can start the conversation—simply ask a question and wait for the response to be generated.
However, many users have doubts about how to use a chatbot, so here are some answers:
Can ChataGPT be used in Polish?
Yes, the chat responds to questions asked in Polish in Polish. He claims to have trained in both standard and colloquial Polish and is familiar with Polish dialects, but he doesn't consider himself an expert and notes that he might struggle with more complex structures.
Is ChatGPT free?
The basic version is free, but if you'd like to use other versions (e.g., GPT-4), you'll need to purchase tokens. The current pricing is available at https://openai.com/pricing.
Is chatGPT safe?
Yes, chatbots are considered safe. However, there are several ways to consider this:
- Data safety — as in the case of all other places where we log in using a login and password, it is also worth using standard security measures here:
- – a unique password consisting of various types of characters,
- login via Google and/ or ecosystem.
Unfortunately, OpenAI users' data has already been breached several times, so it is also worth remembering to properly secure the funds we have on the card connected to the system.
- Content Security - In the case of the GPT model, machine learning was performed under the supervision of a human who influenced the bot's handling of dangerous or controversial content. When asked what it shouldn't be asked, it responds:
However, these assumptions do not work 100% in practice, which is also eagerly emphasized by the media, writing about the plague of school essays written by the program, pessimistic chat responses in a conversation with a person in mental crisis, or the possibility of bypassing security measures and obtaining answers to inquiries about illegal activities - the construction of various types of bombs and racist narratives.
ChatGPT in a professional environment
The tool's inaccuracies and errors, however, do not detract from its usefulness. Proper use requires a bit of practice, i.e., creating a prompt—a query that allows for a satisfactory answer.
The prompt must be specific so the program understands what we're asking. The query text should also be placed in context. For even better results, it's also worth enriching it with data or examples that the program can rely on when generating answers.
One way to create a prompt is to assign the chatbot a role to respond to, such as copywriter, specialist, teacher, and so on. This role allows it to use the language that the AI imitates might speak. The same applies to suggesting a response to the recipient for which the message should be generated. In some cases, obtaining the correct prompt, and therefore the correct response, requires several attempts.
SEO and Ads on AI-steroids(?)
The moment ChatGPT entered our e-marketing world, a new era of immortal SEO clairvoyants began. The phrases "SEO is dead" and "SEO is over" flooded industry groups. Exceptionally, in this case, new voices joined the chorus—internet advertising specialists, copywriters , and—most surprisingly—programmers. Meanwhile, after a few months, it turns out that the situation isn't so dire (yet?), and we can postpone cleaning our desks.
The fact is, however, that our work has undergone some changes. ChatGPT makes it easier to analyze content and extract information from it, such as keywords, their quantity and distribution, generating relevant headlines, and constructing good titles and descriptions. Although the latter doesn't always go smoothly.
Using a chatbot, however, doesn't mean we can just call it quits after clicking ENTER. As you can see in the graphic above, the machine still needs to be guided and its errors corrected—substantive, technical, and, as our copy department always reminds us, even spelling errors.
And speaking of copywriting …
Does copywriting make sense in the age of artificial intelligence?
It might seem that rapidly generated text will wipe out copywriters' work from the market. However, their presence remains invaluable. Where does this certainty come from?
Let's check:
- Creativity,
While the internet has its own rules, and Google algorithms tend to favor texts with a specific structure, length, and keyword content, even a less trained reader's eye can still appreciate wordplay.
AI-generated content will undoubtedly continue to improve. However, it's important to remember that it builds on content previously created by humans and is not, in and of itself, original.
- Emotions
Artificial intelligence can speak of emotions, but it doesn't experience them. Imitating certain states doesn't lend it credibility, however, which is easily noticeable in content intended to evoke strong emotions in the reader.
- Knowledge of the current market and audience
AI training certainly provides the machine with the knowledge necessary to conduct sales. However, it doesn't know them inside and out, nor does it pass them on the street and try to understand them.
- Linguistic, stylistic, spelling, logical errors…
Of course—in this respect, it's not so different from us! However, when creating content, every copywriter monitors, revises, rearranges, and analyzes their work. Working with a chatbot as a text creation tool doesn't eliminate this stage—here, too, thorough proofreading is essential before publication.
When creating content for websites, which are largely intended to present and sell our offerings, we prioritize high quality. The text should be understandable, convey key information, and, above all, bring the customer closer to making a purchase . By entrusting this aspect of the sales process to the binary hands of artificial intelligence, we risk lowering the standards of our business.
Text Generator – Yes or No?
However, nothing stands in the way of using a chatbot to support daily work. It's no wonder that many areas of professional life have already seen the emergence of prompts aimed at automating certain tasks, such as generating the best headlines for a text we've written or preparing a summary and meta description based on it.
ChatGPT also excels at working with code. I think anyone who's ever worked with code has Googled elements that, in theory, they should be able to recite like multiplication tables. A chatbot can quickly remedy this type of frantic search:
Of course, as with any other situation, testing, tweaking, and improving the code provided by the chatbot may prove necessary, especially for more advanced queries.
Controversy – chatGPT and its colleagues in the light of the law
Using artificial intelligence on the scale enabled by the current AI boom is unprecedented. Along with the possibilities the program offers us, concerns also arise, such as copyright and privacy. Machine learning in programs like chatGPT doesn't occur in a vacuum. As I mentioned earlier, a bot learns and improves from what it's exposed to online. But did the original authors intend for their content to be used in this way?
The controversy stems primarily from the lack of regulation of artificial intelligence. This could result in, among other things, a dilution of responsibility for crimes committed using the program. GDPR is also a significant issue in the European Union. Data protection led to the banning of OpenAI's tool in Germany and Italy. Legal solutions for the bot are also being developed in the United States.
What does Google say about this?
From the moment chatGPT entered our collective consciousness, we anxiously awaited Google's response. Initially, the giant was unconvinced by AI-generated texts, but soon retracted this declaration. It emphasized that the most important thing was the high quality of the presented content, and that only such content had a chance of ranking high in the search engine . Contrary to the initial predictions of pessimistic SEO experts, the chatbot-generated material was indexed in the search engine. However, Google is known for rapidly changing its approach—indexing texts 100% generated by the tool might be a distant memory… After all, who can say what BARD, which is supposed to compete with OpenAI's program, will bring us?
ChatGPT FAQs
ChatGPT is an advanced artificial intelligence (AI) language model based on the GPT (Generative Pre-trained Transformer) architecture. It is designed to understand natural language and generate texts in a way that closely resembles human conversation. It can answer questions, write articles, program, and translate texts.
The American research organization OpenAI is responsible for creating and developing this tool. The system was released to the general public in late November 2022, immediately revolutionizing the approach to working with text and artificial intelligence.
This tool serves as a powerful virtual assistant. It is most commonly used for:
- Content creation (Copywriting): generating ideas for blog entries, social media posts, or product descriptions.
- Work optimization: writing and summarizing emails, formatting data, or creating meeting outlines.
- IT and SEO support: generating simple code snippets, creating meta tags (Title, Description) and assistance in optimizing texts for search engines.
Yes, the basic version of the tool is available completely free (you just need to create an account). For more demanding users, OpenAI also offers a paid subscription (ChatGPT Plus), which provides access to newer, more powerful models (such as GPT-4), faster response times during peak hours, and the ability to generate graphics and analyze files.
While ChatGPT boasts impressive capabilities, it's not infallible. The greatest threat comes from so-called AI hallucinations—situations in which the bot confidently provides false or fabricated information. Furthermore, AI lacks human empathy or common sense, so any text it generates with substantive data requires careful human review.
Summary
The above article covers the following topics:
- ChatGPT is an OpenAI chatbot based on the GPT (Generative Pre-trained Transformer) model, which is based on machine learning and a neural network, trained on web content published by the end of 2021.
- To use ChatGPT, all you need to do is create a free account with phone number verification, you can chat in Polish, the basic version is free (though GPT-4 requires tokens), and the tool is secure as long as standard data protection measures are in place.
- ChatGPT in a professional environment requires the creation of specific prompts embedded in the appropriate context, enriched with data or examples, and giving the chatbot a role allows it to obtain answers in a language imitating a given person.
- ChatGPT supports SEO and Ads specialists by analyzing content, extracting keywords, generating headlines, and building titles and descriptions, although the results require correction of substantive, technical, and spelling errors.
- Copywriting in the age of AI still makes sense because artificial intelligence lacks creativity, authentic emotions, knowledge of the current market and audience, and makes various errors that require thorough corrections before publication.
- ChatGPT can be used to support daily work to automate tasks such as generating headlines, preparing summaries and meta descriptions, or working with code, although testing and improving the results remains necessary.
