At BOLD WORDS we do not use ChatGPT or any other LLM (“large-language model”) to generate copy (i.e., “write”) for our clients. Aside from potential legal and moral hazards for our clients, the current generation of AI tools are just not very good writers. You are paying us for excellent work, not mediocre word salad.
Many copywriters and digital marketing firms are now using AI tools (mostly ChatGPT, or platforms built on top of the same core LLM) to “write” copy. They generally do so without disclosing this to their clients.
We don’t do this.
We have several reasons for not doing so:
- The writing produced by these tools is mediocre. Given how the underlying models are built and trained, they cannot create above-average writing.
- For similar reasons, these tools cannot create original or reliably accurate writing. No one relying on generative AI can guarantee the text they deliver is not plagiarized. It is likely that text written by AI tools cannot be protected by copyright.
- Given the business models and habits of the companies developing and hosting generative AI tools, it is impossible for anyone using those tools to ensure that they are honoring client confidentiality or their own NDAs.
We do use AI-based tools for some intermediate/mechanical task, such as translation, transcription, and research. These tools currently include Google Translate, Descript, and Perplexity. We take measures to protect any potentially proprietary or identifiable client information when using these tools.
The originality and quality of our work is important to us. So is your privacy and protecting your business. Given the current state of the art, we will not be using AI tools to generative copy for any of our projects. If that changes, that change will be clearly explained here.