Who is Creating the Content you read? AI or a Human?

Creating content for a Website, Blog, Article, PR piece can be quite challenging not only to put together content, but also ensuring what is written is current and up to date.

The introduction of Artificial Intelligence (AI) tools and continued evolution of ChatGPT, Dall E2, OpenAI, Bing Chat and Google Bard to name but a few, has seen a significant shift in the way that AI is being used to create content, which begs the question “how you know who is responsible for creating the content that you are reading - is it an AI tool or a human being?” And if the content is AI generated content, how would you know? For example, Blogging has evolved significantly over the years and has become a significant part of businesses to demonstrate knowledge, elevate a content driven website and attract interest from a target audience. How do we know if the Blogs and articles we read about the private rented sector, lettings, property management, block management, have been created using one the widely used AI tools? 

House Style and the Writer’s “Voice”

It’s not unusual for a writer, journalist, blogger to be recognised by their writing style. It could be a particular way of phrasing their work, or humorous approach to their content. However, AI tools like ChatGPT can be given instructions by the author/writer/blogger and content can then be generated using their unique writing style. These sophisticated tools can even produce ‘target’ driven content that focuses on a certain demographic in a particular industry. That’s how sophisticated these tools are becoming. So how would the reader be able to distinguish between what an author has written and content created by AI?

The guidance provided by the Blended Learning Service at the University of Cambridge states “Because the text is uniquely generated, it is not detectable through traditional methods for identifying matched text and potential plagiarism.” Which means that a Blog about the “Role of Technology in Revolutionising the UK Property Sector” created by an AI tool will have searched for a huge amount of data within the internet with no possibility of knowing what the exact sources relied upon are, unless that is, specific requests regarding facts, figures or statistics are made.

AI versus Traditional Content Creation

One the most challenging elements for creators of content is information gathering, research, writer’s block and so on, therefore, one of the obvious drivers behind this AI explosion is using these tools to find and source detailed information, which saves time and effort. But, and this is a big but, the instructions given to the AI tool must be very specific and very clear when making a request to generate content.

For example, when asking ChatGPT to write an article on the importance of inventories, if the instruction is not specific enough, the likelihood is that the content generated will sit around taking inventory (stock taking) in a factory or retail outlet. What ChatGPT needs to know is that the ‘inventory’ in question relates to property, condition reports, and renting in the UK.

Just think about J K Rowling and the enormity of what she created. Did she experience writer’s block? Did she search a thesaurus for synonyms? Did she conduct research about medieval tales of old and archaic language? If she were writing in this day and age, she could rely heavily on AI to assist her and most definitely cut down on the time it takes to produce a book consisting of thousands of words. Who knows, perhaps she is using AI.

So it’s clear that AI can be used as a time-saving device, but there is also the fact that some AI tools will also give ‘guidance’ on how to improve upon what is being written, and will identify grammatical errors, polishing off the finished article, tasks often reserved for an editor.

However, what AI does not have yet is the ability to apply critical thinking or the human experience. It can produce an article on the day to day life of a letting agent, but the AI tool won’t ever know how that letting agent feels or the journey they have been on to build their lettings business.

Ethical Use

There has been a lot of discussion in academic circles and education as to whether or not AI means that essays, thesis, dissertations, coursework produced by students accurately reflects their ability. AI can be relied upon to produce a 10,000 word essay on the Importance of Addressing Homelessness in the UK which could be produced in a matter of minutes. Obviously the content would need to be fact checked, etc, but what does it demonstrate about the author? The ability to put information into a tool which regurgitates the data it finds within the internet. Universities, colleges and academic institutions now provide guidance on how to use and reference AI generated content, verify content and ensure accuracy.

Professor Stephen Hawking said that “When it (AI) eventually does occur, it’s likely to be either the best or worst thing ever to happen to humanity, so there’s huge value in getting it right.” And he should have added, there will be a lot of trepidation, excitement and fear of this unknown.

Using AI to streamline tedious tasks, seek inspiration, provide an overview of a particular topic or even train AI tools to respond to specific detailed requests, means we can use AI in a positive way, but as we embrace this change in the digital world we should learn exactly what AI means, what it can do for our day to day lives, and how we need to adapt and evolve.

This article was not written using AI, but the background reading was eye-opening.