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If you’re going to use ChatGPT as a writing assistant, you need to train it with a unique style. For professional work, that means creating a custom GPT. Editing is still mandatory, but at least your starting point is closer to something you might write yourself.

Writing with generative AI is like riding at the back of the bus. You get where you’re going, but you have no clue how you got there. To avoid shutting down your brain, you need to learn how to think like an editor.

Using generative AI to develop marketing content is primarily an editorial task—and not always a simple one. If you’ve spent much time with AI, you’ve probably seen numerous cases of nonsense and hyperbole. These things are easy to catch, but they aren’t the only troubles with generative AI as a copywriting tool.