Sales Tech blog

Copywriting in the Era of ChatGPT: Guidelines for Collaborating with Artificial Intelligence

Discussions on how artificial intelligence, particularly the revolutionary ChatGPT technology, will reshape copywriting continue unabated.

Some argue that with the advent of ultra-fast content creation tools and AI's ability to learn, around 30-40% of writing professionals may need to retrain by 2030.

Others assert that this won't happen, as AI lacks the key elements in the art of copywriting – creativity and empathy.

One thing is clear: humans and AI must coexist in the writing field today.

To navigate ethical and creative challenges, «formalize your relationship». This is precisely what the Associated Press has suggested.

The publication has laid out clear guidelines for utilizing generative artificial intelligence for journalists, editors, and reporters.

  • The emphasis lies in reaffirming the fundamental role of an AP journalist: collecting, assessing, and arranging information in news, video, photos, and audio—an aspect that remains unchanged. It is crucial to recognize that AI should never be viewed as a substitute for journalists.

  • While AP staff is encouraged to explore ChatGPT, any outcomes should be treated as unverified raw data.

  • When working with information from ChatGPT, sift through it according to accepted journalistic standards.

  • Do not alter, add, or erase any elements from photos, videos, or audio.

  • Do not use any images created by AI in your material if they are suspected or proven to be false representations of reality.

  • If an illustration or artwork created by AI is the subject of a news story, it can be used, but with a caption describing how it was created.

  • Do not input confidential information into AI tools.

  • All materials received by the editorial team from other sources must be checked for content created by artificial intelligence.

Today, generative AI facilitates the spread of misinformation through realistic-sounding altered words, photos, videos, or audio.

To avoid using misleading content, journalists and copywriters must apply the same caution and skepticism they typically use to verify any information or image.

If even the slightest doubt about the authenticity of the material arises, it should not be used.

SalesTech, in its content and PR work, aligns with the rules established by the Associated Press for working with AI tools. We recommend companies we collaborate with adhere to these standards as well.