AI Takes Over Kingdom Digital

Written by two writers: Nadhine Teo & Audrey Tan

Introducing our competition, ChatGPT

Hello! I’m a writer. You may remember me from the article, Aesthetics & Marketing.

For this article, Audrey (who you may remember from the Communities article) and I are going to delve into the world of AI, specifically ChatGPT. But instead of me, I’ll get ChatGPT to tell us what it is.

There we go! Now that we know what ChatGPT is, let’s move on to the next part.

ChatGPT vs. The Kingdom

We have enlisted the help of a fellow Sr. Content Writer, Charmaine Loh, and our Head of Content, Celeste Song, to conduct an experiment.

Each writer will go up against ChatGPT in a challenge. Our Head of Content will then comment on the content as if she’s overseeing work that will be posted on our brand pages.

Let the challenges begin!

The Prompt:

Can you write a social media caption for a skincare brand. The product highlighted is a Vitamin C Serum infused with natural citrus and apple extracts. The caption should target women from the ages 25 till 45 years old. The tone of the caption should be fresh, charismatic, and knowledgeable.

Answer B is ChatGPT’s answer.
It’s too long-winded and repetitive. There is no need for the second paragraph.

The Prompt:

Please write a caption for a Korean fried chicken brand. The target audience are 18 – 45, the tone is K-Pop, exciting, and playful. The caption should talk about the brand USP: full-service restaurant, less batter to ensure crispy, tasty, less oily, and fatty chickens, and imported sauces from Korea.

Answer A is ChatGPT’s answer. Both sound good, but Answer A is too formal for any Korean fried chicken brand that normally targets the younger crowd whose main interests revolve around K-culture. Answer A is also too generic. Answer B is more layman and relatable to K-Pop fans. I doubt ChatGPT would know how to use the word ‘chikin’ in replacement of ‘chicken’.

The Prompt:

Okay, let’s say you’re a content writer in a digital media agency. You need to come up with taglines for an oat milk campaign made for Malaysian kids aged 7 to 12. It needs to sound fun, youthful, and energetic.
Give me three options please!

This is a hard one because each sentence is so short. I think Answer B is generated by ChatGPT because the sentences are lengthier than those in Answer A — and I have no idea what Oat Blast and OatZing mean.

And there you have it, but we’ll need a bit more insight than that, don’t you think?

The Kingdom on AI

Here are some overall thoughts from our Content Team:

ChatGPT is seen as a helpful tool for starting and structuring writing.
It can assist with checking and refining copy.
While useful for translations and expanding vocabulary, it may not always be completely accurate, requiring manual double-checking.
Our teammates have used ChatGPT for copywriting inspiration, overcoming creative blocks, and refining ideas.
Our team emphasises the importance of not becoming overly reliant on ChatGPT and maintaining their own creative abilities.
ChatGPT can be utilised for generating overviews, outlines, and long-form content.
It is viewed as an AI partner for conversations and prompt-based idea generation.
Our team finds value in using ChatGPT for formal emails, pitching ideas, gaining different perspectives, and eliminating repetitive copy.

Final Thoughts

Crafting attention-grabbing copy is a challenging task but with ChatGPT, it becomes easier to generate a large number of options to find the perfect one. Training ChatGPT to think like a writer and providing information on tone, manner, and prompts is tedious but will eventually prove to be useful in saving time and exploring ideas.

The overall verdict is that while ChatGPT is fast in generating copy, it still needs a writer to prompt and guide its output.

In summary, ChatGPT is a valuable tool in generating numerous options for copy and streamlining the creative process. However, it is important to note that it requires a writer to achieve the desired results.

If you’re seeking to learn more about the usage of AI in generating content for your brand, get in touch.