Is ChatGPT the ‘Thermomix’ of content creation?

An introduction to ChatGPT, how it can boost your workflow and the ethical grey area that surrounds it.

By now you’ve probably heard about ChatGPT. Perhaps your kids have tried to use it for their homework; one of our clients recently shared that his high school kids were getting it to do their homework, then asking it to ‘dumb it down’ to a high school level.

The world may not need another article on ChatGPT, but I thought it might be interesting to share some things I’ve found fascinating about this rapidly developing technology and discuss how ChatGPT can improve your company’s workflow for content creation and production.

If you’ve been living under a rock, here’s a very brief rundown on ChatGPT, straight from the robot’s mouth.

ChatGPT explained by ChatGPT.

ChatGPT is a sophisticated artificial intelligence language model designed to generate contextually relevant text, answer queries, and enhance productivity in tasks such as content creation, research, and communication.


It’s pretty bloody impressive. It’s like a Thermomix for content creation: just throw in your ingredients, press a few buttons, and voilà! Before you can say, “aren’t Thermomixes just $2,000 blenders!?” you have been served a dish of content that may or may not be palatable.

But before you fire your copywriter, beware.

ChatGPT is a highly logical machine, not a completely factual one.

When discussing with a friend who is a developer, they highlighted that ChatGPT is programmed for plausibility not accuracy. They’d caught it being incorrect on multiple instances.

To this point, critically acclaimed author, Neil Gaiman, recently tweeted “ChatGPT doesn’t give you information. It gives you information-shaped sentences.”

So exercise caution when relying on it for objective tasks.

Microsoft is investing mighty hard in ChatGPT’s future.

Accurate or not, it’s not going anywhere. In January of this year, Microsoft extended their partnership with OpenAI, the developer of ChatGPT, through a $10BN investment. They plan to embed ChatGPT into their Office suite, which could be revolutionary for knowledge workers.

The latest version, ChatGPT4, is going to allow image uploads. One example is the ability to take a photo of the ingredients in your fridge and get it to come up with recipe ideas!

But here’s the thing: I don’t think it’s a good thing for lots of people to sound smarter than they actually are.

ChatGPT is helping people appear more intelligent.

ChatGPT may begin to ruin the legitimacy and credibility of long-form content, if you suspect most articles are now AI generated. I mean, would you still read my newsletters if you knew they were written by ChatGPT?

Shit no!

You know I wrote that, because the robot can’t swear… yet.

Don’t get me wrong, I’m using it frequently to correct grammatical errors, generate synonyms and rephrase paragraphs. But, for now, I don’t find it that good for copywriting. It may take what I write and structure it more intelligently, but it removes the quirks, the stories and the references that make my article, MY article.

One argument for embracing ChatGPT – made eloquently in a recent episode of South Park, which was co-written with ChatGPT – is that at least it’s open and available to everyone, not secretly held within the phones and laptops of the elite.

I 100% agree.

And now I think it’s important to welcome our new robot overlords and collaborate with them to supercharge our workflow.

What is ChatGPT actually good for?

In my view, ChatGPT isn’t particularly effective at crafting captivating blog articles without substantial guidance. But here are some tasks it excels at, both now and in the future:

  • Identifying common themes in large datasets
  • Checking source code for errors
  • Coding from images
  • Detecting typos and grammatical errors
  • Writing product descriptions for eCommerce stores
  • Re-writing and paraphrasing duplicate content
  • Writing staff bios from bullet points
  • Providing a large set of synonyms
  • Providing alternatives to sales headlines and call-to-actions

Like any tool, it’s the most powerful and effective when being steered (or prompted) by an expert. Even armed with a fancy couple of thousand dollar Thermomix, I couldn’t out-cook Gordon Ramsay or Heston Blumenthal. So having access to ChatGPT won’t make me an instant expert in any given topic.

One way you could supercharge your company’s content production would be to collaborate with subject-matter experts from your team and get them to provide the prompts and review the output from ChatGPT.

Just please don’t use it for your wedding vows, as we saw from this hilarious article by satirical newspaper, The Betoota Advocate.


So, which jobs is ChatGPT going to replace?

I believe freelance copywriters will take a significant hit. Companies that were previously outsourcing large volumes of their content generation, could try their hand at getting the bones of their articles together simply by entering a few prompts into ‘The Oracle’ and hoping it generates something edible.

In conclusion, here’s a tip for creating share-worthy content that genuinely connects with your audience:

When working with subject-matter experts to create long-form content, it’s essential to ensure that it aligns with your brand’s tone of voice and maintains authenticity. If your brand’s goal is to be accessible and connect with everyday Australians, steer clear of content that comes across as overly academic or complex.

An easy, yet effective approach to achieving the desired tone is by utilising ChatGPT to rewrite your content in the voice of a renowned author. Select a writer like Seth Godin, Brené Brown, or David Goggins, who captures your brand’s tone of voice, and have ChatGPT rephrase your article in their style. This method may help you develop content that not only informs but also engages your audience without compromising your brand’s credibility.

I’d love to know your thoughts; what are you and your team using it for?