What are the Downsides of ChatGPT For Content Creation?
As we mentioned above, AI software—specifically, Chat GPT—can be a helpful tool that makes your content-writing process more efficient. Your topic research and article outlining can be more streamlined, leading to quicker turnaround times. Plus, you can use the full content pieces that ChatGPT spits out as a comparison tool to gauge how engaging and insightful your content pieces are compared to what advanced AI software can create.
With that being said, we believe the downsides of using ChatGPT for content creation outweigh the benefits—especially as it relates to content that ranks well on Google. Viewed through an SEO best practices lens, here at the current and future negative possibilities of entirely relying on ChatGPT to produce content:
- ChatGPT is Google’s Arch Nemesis (And We Don’t Expect Google To Lose)
ChatGPT is the brainchild of AI company, OpenAI, and has quickly bubbled to the consumer surface thanks to major investments from Microsoft, which currently holds a 49% ownership stake.
Moreover, Microsoft owns Bing. Bing is the leading search engine rival of Google in the United States. And Bing is scheduled to integrate its ChatGPT functionality into Bing’s search results in March of 2023, with an expressed goal of providing direct answers and insights to search queries rather than page links.
Google recognizes this legitimate threat to its dominant search engine market share, which currently hovers near 87%. In fact, with the launch and integration of its own AI system, RankBrain, into its search algorithm, Google has been spearheading AI advancements in search since 2015.
Google has a better version of ChatGPT ready, and now they have an impetus to fast-track its release. And to ensure it comes out on top, Google’s algorithmic systems have, and will continue to be, updated to identify ChatGPT-created content and reduce its search performance. We trust Google has all the resources, technology, and years of AI-related testing necessary to take down ChatGPT—and all the content it churns out—head-to-head. Thus, any content created by ChatGPT will be the opposite of optimized for successful search performance.
- ChatGPT is Beta Software on Version One (Better Grab Your Bug Spray)
Not being discussed enough is that ChatGPT, though impressive, is beta software on version one. By comparison, Apple’s world-renowned iOS software has had well over 300 software updates since its initial release in June 2007. Performance enhancements drove many of those software updates, but bugs and glitches drove just as many, if not more.
To that point, ChatGPT is released free to the public right now for three main reasons. One is proof of concept. Another is to gather data on everything from common queries to how consumers interact with, and respond to, the AI chat system. And lastly, this free beta release serves the typical aim of any beta software release: to identify glitches and bugs across a wide array of devices, locations, and other similar variables.
Though it’s fair to mention that its wild popularity and subsequent server demand are real variables, the routine outages and bugs seen in ChatGPT signify unstable, unrefined beta software. And unlike other trusted tools in SEO content creation like Ahrefs, Semrush, and Grammarly, these glitches and outages can last for hours on end. With SEO content production being a furious, time-sensitive arms race, can your content wait that long?
More importantly: can your content piece afford to be inaccurate? Currently, there are countless instances of ChatGPT providing inaccurate or unhelpful information. Funny enough, when asked, “Can I trust ChatGPT information?” a common response from the app is, “ … ChatGPT is a machine learning model and its responses are based on the information it has been trained on. While it can provide accurate and helpful information, it is important to keep in mind that it may not always have the most up-to-date information, and it may make mistakes.”
Positioning your content to rank well across the search engines—and above your competitors—is already difficult enough. Do you want to welcome the characters of A Bug’s Life into the fold to make that challenge even more complicated?
- Most Likely, ChatGPT Will Not Be Free Forever (And It Probably Won’t Be Cheap)
Again, we’re not here to diminish the powerful technology present in ChatGPT. But to that point, that robust technology comes at a price. Right now, it’s estimated that ChatGPT is costing OpenAI roughly 3 million dollars a month to maintain—an expense that will continue to amplify as more and more people hop on the caravan.
So yes, it’s fun to tinker with this technology while there’s no hit to your marketing budget. Keep using it as a content research and outline playground while you still can. But while you’re enjoying the experience, keep in mind that it’s unlikely ChatGPT will remain free forever.
Jon Martin, Senior SEO Specialist