ChatGPT: Your AI Companion for Words, Advertising, and Creativity

Leave behind the dystopian visions of apocalyptic movies featuring robot uprisings, and AI-induced end times. ChatGPT emerges as your innovative AI companion, ready to engage, innovate, and assist like no other.

It might be easy to dismiss AI, to doubt its capabilities, or to overlook its presence, convincing oneself that ChatGPT is inconsequential. However, whether embraced or not, ChatGPT is here to stay, making it worthwhile to understand its workings and to incorporate its technology into your workflow. Imagine it as a digital Swiss Army knife for textual content, sprinkled with an element of creativity!

We've assembled advice on how to effectively collaborate with ChatGPT, craft superior prompts, produce compelling texts and advertisements, and outperform your competition.

How Creators Can Leverage ChatGPT at Work as a Catalyst for Creativity and Productivity Boost

#1. Broaden your horizons. Certain subjects, like climate change, pose challenges for creators and others to fully comprehend independently. AI, having been trained on a vast array of collective knowledge, offers assistance in these complex areas. ChatGPT can provide crucial insights into a topic, simplify complicated concepts, and compile a list of resources to deepen your understanding.

While Google remains a tool for research, it often requires more time and might return less precise results due to the influence of SEO and paid promotions.

#2. Enhance your content. ChatGPT's capabilities extend beyond generating new content; it can also refine existing material. For example, it can enrich a blog post with case studies or examples, condense lengthy texts, and craft introductions based on key points.

#3. Edit and translate content. ChatGPT excels in proofreading and editing texts to mirror the quality of native English speakers. Moreover, its translations are notably accurate, considering both context and stylistic elements, rather than offering mere word-for-word translations.

#4. Idea generation and brainstorming. ChatGPT is a powerful tool for generating ideas for texts, videos, or advertisements, as well as enhancing existing concepts. It has found favor among freelancers, large corporations, and marketing agencies for various creative projects. For instance, McDonald's in Thailand consulted ChatGPT for the ideal fried chicken recipe, forming the basis of a successful advertising campaign.

Lexus launched the "Driven by Intuition" campaign, which introduced an AI-driven interactive film to highlight the intuitive capabilities of its luxury sedan ES, aiming to stir emotions in the audience. The campaign utilized NLP models akin to ChatGPT.

The brand harnessed psychological insights and extensive research into human emotions, enabling algorithms to identify and evoke feelings such as happiness, sadness, anger, and confidence. This approach allowed the creation of an advertisement that resonated deeply with viewers, featuring a script that was coherent and introspective.

TIP: AI models evolve to become more cautious in their responses, with phrases like "I'm an AI and cannot know this" becoming common. For tasks involving text, image, and video creation, GPT-3.5 offers greater creativity and is more willing to tackle provocative questions compared to newer versions.

Conversely, the latest update, ChatGPT-4 Turbo, enhances its knowledge base up to April 2023 and significantly increases the context length to 128,000 tokens – equivalent to 240 pages of a book, assuming 400 words per page. This is a stark contrast to GPT-4's limit of just over 8,000 tokens. Additionally, GPT-4 Turbo is faster and overall more efficient.

Mastering ChatGPT Prompts for Optimal Impact: Essential Tips

Perfecting the art of crafting prompts for ChatGPT is vital. The demand for Prompt Engineers specializing in Artificial Intelligence, as reported by the American agency AI Stratagems, has doubled in the past two years.

Here are several tips to enhance your effectiveness with ChatGPT:

• 1. Begin with general concepts before delving into specifics. The more detailed your instructions to ChatGPT, the better the output. Strive for clarity and simplicity, explaining your requirements as though you were talking to a child.
• 2. Persistence is key. If the initial attempt doesn't yield the desired result, don't hesitate to revise your prompt. Experiment with various explanations and formulations until you achieve your goal.
• 3. Encourage ChatGPT to ask follow-up questions for a clearer understanding of your request. This feature is invaluable for refining specific and detailed tasks, saving time on clarifications.
• 4. Specify roles. ChatGPT introduced a new feature, custom settings, in July 2023, which remains a hidden gem even to the AI itself! Tailor ChatGPT's responses by defining its role in advance, especially if your inquiries typically relate to specific tasks, like creating content for advertising. For example, instruct it to "respond as the ultimate creative advertiser."

Customizing ChatGPT settings is straightforward: Log in to ChatGPT and navigate to "Custom Instructions." Utilize the two fields provided to personalize your experience. The first field allows you to describe your objectives and preferences, helping the AI adapt its responses accordingly. In the second field, detail your specific instructions for how the AI should manage your inquiries. Each field is limited to 1,500 characters, encouraging concise and clear communication.

Custom settings fulfill several essential roles:

• Professional relevance: They ensure AI-provided information remains relevant and tailored to the nuances of your profession.
• Tone of voice: You can dictate ChatGPT's tone, ensuring consistency and focus in its responses.
• Response length: Control the length of ChatGPT's replies by setting a character limit, allowing for brief or detailed responses as needed.
• Custom rules and limitations: ChatGPT enables users to define specific rules and constraints, customising interactions to meet individual requirements.

Additional general instructions for ChatGPT include:

• Assume the role of a primary, knowledgeable expert on the topic.
• Provide accurate, current information based on factual sources.
• Cite legitimate sources or reputable references for verification.
• Ensure responses are original and avoid repetition.
• Simplify complex issues into manageable steps, explaining each thoroughly.
• Offer multiple perspectives or solutions, fostering critical thinking and exploration.

AI versus Copyright and Other Challenges

AI models have become known for producing outcomes that may lack originality, often utilising existing content without explicit permission, raising ethical concerns. Similarly, ChatGPT has encountered its share of issues, potentially introducing new complications for creators, especially around copyright matters.

AI technologies generate revenue by repurposing content from various sources – be it images, texts, or videos – without seeking consent from the original creators, failing to credit authorship, and neglecting to provide compensation. The debate on who should be recognized as the author of AI-generated content – the AI itself, its developers, or the end-user – remains unresolved, though discussions are ongoing.

Recent criticisms have targeted AI models for their content usage practices. For example, Getty Images filed a lawsuit against the developers behind the AI art tool Stable Diffusion for illegally using 12 million of their images without authorization, notably without removing the watermarks.

A notable incident involved Jason Allen, who employed AI to create an image titled Théâtre D'opéra Spatial, dedicating 80 hours and generating 900 prompts. His efforts earned him an award in a Colorado art competition, yet his attempt to secure copyright for the image was denied, highlighting the limitations of copyright law in recognizing the input of writing prompts as a creative endeavor.

Furthermore, AI developers attempt to sidestep copyright infringement liabilities by incorporating disclaimers on their platforms. For instance, ChatGPT permits users to utilize the generated content while cautioning that such outputs may not be entirely unique and could resemble existing works. This implies that creating a book via ChatGPT and claiming exclusive copyright rights is impractical, as the content's foundation is not genuinely original.

There's also speculation about whether AI-generated content adversely affects Google search rankings. Google has clarified that AI-produced material won't necessarily harm rankings, emphasizing the importance of content being useful, original, and pertinent. For optimal engagement, it's advisable to refine AI-generated content for clarity and accuracy, incorporating examples, case studies, and insights from thought leaders to enhance appeal.

For those considering AI integration into their professional endeavors, it's crucial to familiarize oneself with the relevant regulations – and possibly consult a legal advisor – to navigate the complexities effectively.

*ChatGPT serves as an invaluable adjunct in your creative toolkit, augmenting your capabilities rather than replacing them. For those seeking to elevate their creativity, consider joining the live online course offered by Yi Ma & Ryan Brown from Leo Burnett through ELVTR. This opportunity provides insights into crafting captivating advertisements, storytelling, and engaging your audience.