Why work with a professional writer when ChatGPT exists? (A case study)

Molly McDougal Learn

Why work with a professional writer when ChatGPT exists? (A case study)

I totally get it. There is this new, incredibly powerful tool that can spit out content much faster than a real human can write it. So, why are we still telling you to hire us for content writing and strategy?  

I may be biased (I lead our content team, after all), but in my mind, there are a few incredibly important reasons to utilize true, human intelligence for your brand work and copywriting. 

Let’s walk through an example. 


Artificial intelligence still needs a human prompt 

Sure, ChatGPT is a powerful content engine, but you still need an expert to prompt the tool to get a meaningful output. Here’s how I used ChatGPT to generate the first draft of our recent brand video. Go check it out. Then come back here to keep reading. 


My prompt: “You are a video production agency. Write a 1:30 brand video script for TKG, a digital marketing agency with 40 employees, providing marketing, web and IT solutions. TKG is unique because of its partnership-first mentality, clear and direct approach and fierce focus on integrity. The voice of the script should be funny and a little sarcastic, poking fun at cliches of other agencies. The first act should rapidly run through the services provided and then pivot to discuss how the focus on partnerships results in collective value and long-lasting client relationships that stand the test of time.” 


So, yes. A tall order. And the first draft wasn’t bad!  


The result:  


We open on a bustling office, filled with smiling employees, buzzing around their desks, typing away on their computers. In the center of it all is TKG - the digital marketing agency with a difference. 


Welcome to TKG. We're a digital marketing agency with more services than a Swiss Army knife. 

We see rapid-fire shots of the various services provided by TKG - from web development to IT solutions to digital marketing campaigns. 


We do it all. And we do it well. But what sets us apart from the rest? 

We see a close-up shot of a TKG employee on the phone with a client, laughing and chatting animatedly. 


Our partnership-first mentality. We don't just work for our clients. We work with them. 

We see a montage of TKG employees brainstorming with clients, collaborating on projects, and high-fiving each other in celebration of a job well done. 


We're not just here to collect a paycheck. We're here to create collective value. 

We see shots of happy clients shaking hands with TKG employees, and testimonials from clients praising the agency's focus on long-lasting relationships. 


And we do it all with a clear and direct approach. No fluff. No jargon. No empty promises. 

We see a comical shot of an employee in a suit spouting off marketing buzzwords, only to be interrupted by a TKG employee who rolls their eyes and cuts them off. 


We're fierce about our focus on integrity, too. We don't just do what's easy. We do what's right. 

We see a TKG employee making a tough ethical decision, and then receiving praise from their coworkers for their honesty and integrity. 


So, if you're looking for a digital marketing agency that's more than just a vendor, look no further than TKG. We're the partner you've been searching for. 



Impressive, no? While it’s not perfect, the AI-generated script provides a solid foundation to expedite the script writing process, rather than starting from a blank page.  


Brand alignment requires human finesse   

The devil is in the details, and no matter how masterful the computer gets, there’s no way it can replicate the human touch of a writer who understands your voice and messaging. Check out how the team and I modified the script to make it feel like us.  

Brand Storyboard

Our updates 

  1. You may notice we added real, specific visual direction that a computer can’t replicate (because it’s never been in our office). 
  2. The original AI script proves the point that all agency videos tend to sound alike (and that AI struggles with emotional nuance). We made the script pivot from a sarcastic voiceover to an earnest, first-person delivery to shine a light on typical industry tropes.  
  3. We put our hearts in the message about our differences. Instead of listing our core values and Three Uniques, we focused on the why. The computer doesn’t have the context of our deep client relationships, so it didn’t quite capture our essence.  


The finished product is better  

If you didn’t watch it before, now’s your chance to see our new brand video. We’ll let you decide if it’s better than what a robot could do.  


Computers don’t care about business ethics 

If the creative comparison didn’t convince you, let’s talk about the ethical questions surrounding AI and the potential impact it can have on your business.  

Because ChatGPT content is generated using an open AI platform, you don’t own the content. The lines are blurry when deciding if ChatGPT content is considered plagiarism or not, but as a rule of thumb, it’s best not to publish it verbatim. Not only because you’re publishing unoriginal work as your own but also because it’s not as valuable as true, human insight. 

Our clients are market leaders. They are experts in their fields with unique knowledge and expertise. To build thought leadership, they need to share industry-driving thoughts, not regurgitated AI content. Sure, a computer can take the first pass, but we need to take it to the next level. 


Want to discuss the opportunities and challenges in a world with ChatGPT? I’d love to hear from you. Contact us today to start a conversation.