Ask Lisa - The Business Marketing Architect Q & AQ: Should I use AI to create content? I’m hearing mixed reviews. What are your thoughts?

A: My answer is maybe but I’m not convinced it’s a good idea to use AI to create content… here’s why. 

Is AI the latest and greatest tool that can help improve productivity and reduce the need for human researchers and writers? Maybe, but maybe not.

I’m not one to jump on the bandwagon. I like to watch, learn, research and then determine what’s right for me.

I sat in on an AI discussion and demo led by a linguistics professional.


Here’s what I observed.

AI is far from perfect, ChatGPT pulled inaccurate info and even made things up (including a species of lizards that doesn’t exist).

Many of the answers sounded plausible and authoritarian. However, when requesting citations and sources of the info, ChatGPT spit out links and info that were inaccurate, non-existent or sites that produced 404 errors (that means the web page cannot be found). When fact-checked via the actual web, the facts were, in fact, false.

AI “Hallucinates” Answers


Developers have shared that ChatGPT and inherent AI programs are known to “hallucinate” information which seems to be a fancy way to say it will continually make random things up. More on that via this article from Markets Insider.

ChatGPT will keep ‘hallucinating’ wrong answers for years to come and won’t take off until it’s on your cellphone, Morgan Stanley says

What many fail to realize is that while you can search the AI platforms, this is not a search engine (although some search engines like BING are incorporating it with issues). The AI platforms have been fed info. On the flip side, not all information is accurate or current. I hope those who are using it are fact-checking…interesting times.  Oh, and I forgot to mention that AI has also been known to threaten users.

What about intellectual property?


AI can be used to produce ideas, lists, and content. The question is, “who actually owns that intellectual property?”  Something else to consider is how sources can be deemed accurate.  It’s my understanding that you cannot copyright AI-produced content and graphics.

There is still much to learn. For now, I’m glad that I have decades’ worth of content I can easily repurpose and refresh rather than relying on technology to do my critical thinking for me…

I will continue to watch the news and approach using AI to create content with caution. I’m also sitting in on various AI training to stay on the pulse of things.

Are you using artificial intelligence platforms? If so, how is that working for you?  Leave your comments and links to articles here. I’d love to hear from people using AI to create content.



Do you have questions about branding, copywriting, publicity and marketing? Submit your questions here.

Interested in custom 1-to-1 marketing and strategy support? Explore your options here.

Lisa Manyon is "The Business Marketing Architect," a content strategist for mission-driven entrepreneurs. She's the creator of the values-based "Challenge. Solution. Invitation.™" communication framework to create marketing messages with integrity by focusing on PASSION points (as seen in Inc. Magazine). She specializes in reverse engineering your most powerful solutions into profitable revenue streams. She offers coaching, consulting, copywriting training, and strategies to effectively market your business. Her content strategy plans are known to produce million-dollar results. She’s a #1 international bestselling author and award-winning speaker available to teach, train, and transform your audience with interactive Business Breakthrough Boutiques. She offers business-building resources on her award-winning blog.

error: Content is protected !!