An interview with ChatGPT: AI can be useful for media communicators

By Edward Pimenta

Editora Globo

São Paulo, Brazil


At the end of January 2023, ChatGPT 3, an Artificial Intelligence tool created by OpenAI, became available in Brazil. All major newspapers and TV shows have devoted ample space to explaining how the platform works and can be useful in everyday life.

Apparently, the chat can be used in a variety of ways, from composing a simple e-mail to creating a work of art. To better understand the most frequent uses in the production of editorial content and branded content, I conducted an interview with ChatGPT itself.

ChatGPT is part of our reality now. It's up to communicators to learn how to integrate it into their work.
ChatGPT is part of our reality now. It's up to communicators to learn how to integrate it into their work.

Although ChatGPT warned that the system was overloaded with many simultaneous accesses, the tool worked well and the interview lasted only 30 minutes. This is a summary of the key conversation points.

Q: Many professionals who work with corporate communication have wondered how you can be useful at work. Can you explain?

A: Yes, I explain! ChatGPT is a versatile technology that can be used in many ways to support corporate communication. Here are some examples:

  • Press releases: Can be used to generate customised press releases for specific audiences and targeted media outlets.
  • Customer service: Useful for providing fast and accurate customer support, either through live chat or through automated messaging systems.
  • Internal communication: Can be used to generate internal communications such as company updates, employee newsletters, and training materials.

ChatGPT can be used to quickly generate articles, blog posts, social media updates, product descriptions, news summaries, and other forms of content, like poetry or fiction. The specific content that ChatGPT generates depends on the prompt and the specific task it’s been fine-tuned for, but its ability to generate human-like text makes it well-suited for many content generation tasks.

Q: How can I learn to make good prompts?

A: Creating good prompts for a language model like ChatGPT involves understanding the model’s capabilities and limitations, as well as having a clear understanding of what you want the model to produce. A clear and specific prompt will help the model generate more relevant and on-topic content.

You should provide context for the task, such as the target audience, tone, or style, to help the model produce more coherent and appropriate content. You could also give examples of the type of content you are looking for.

Q: The texts generated by ChatGPT are free to use on a company Web site?

A: Whether the texts generated by ChatGPT are free to use on a company Web site depends on the specific terms of use for the model. OpenAI, the creators of ChatGPT, provide API access to the model for commercial use, but there may be restrictions on how the generated content can be used and distributed.

It’s also important to consider any legal or ethical issues that may be associated with using generated content, such as copyright infringement, plagiarism, or other intellectual property issues. To avoid these issues, it’s a good idea to properly attribute any generated content to the source and ensure that it meets any applicable legal or ethical standards.

Q: When it comes to the originality of the content generated by ChatGPT, one can assume that is 100% original?

A: The content generated by ChatGPT is not 100% original in the sense that it is generated based on patterns and relationships learned from the vast amount of text data it was trained on. However, the model can generate novel and unique combinations of words and phrases to produce content that may not have existed before.

It’s important to note that, while the content generated by ChatGPT may be novel, it may also contain text that is similar or identical to existing text. This can include phrases, sentences, or entire paragraphs that the model has seen during training.

In some cases, the generated content may also contain information that is inaccurate, biased, or offensive. This is because the model has been trained on a large data set of text from the Internet, which may include biased, misleading, or offensive content.

Q: Can ChatGPT generate SEO-oriented texts?

A: Yes, ChatGPT can generate SEO-oriented text by incorporating keywords, meta descriptions, and other elements that are important for search engine optimisation (SEO). By including these elements in the prompt, the model can generate content that is optimised for search engines and has a better chance of ranking well in search results.

For example, you could create a prompt that includes a target keyword and other relevant information, such as the target audience, tone, and style. The model can then generate content that incorporates the keyword and other SEO elements in a way that is natural and relevant to the content. However, it’s important to keep in mind that the content generated by ChatGPT is not guaranteed to rank well in search results.

Q: Let’s assume that a new company in the field of education, specialised in teaching programming, mathematics, and chess to children and teenagers, is planning to enter the Brazilian market and needs to publish a text on a reputable parenting news Web site to sell its courses to parents. What would be a good article with a chance to rank on Google?

A: To generate an SEO-optimised article for a new company in the education field specialising in teaching programming, mathematics, and chess to children and teenagers, you could use the following prompt as a starting point:

“Write a 1000-word article for a parenting Web site about the benefits of enrolling children and teenagers in programming, mathematics, and chess courses offered by our new company. The article should be targeted to parents in Brazil and should include relevant keywords, such as ‘programming for kids,’ ‘math and chess for teenagers,’ and ‘education in Brazil.’ The tone should be informative, persuasive, and optimistic, highlighting the unique value proposition of our courses and the benefits they offer to students in terms of intellectual and personal growth.”

Q: Thank you! Just one more thing: Would you write one intro paragraph for this interview? As an opening text, we need to inform the audience, mostly marketing and editorial professionals, that this interview brings insightful ideas on how to use ChatGPT to produce content.

A: Certainly! Here is one option for the opening text:

In today’s fast-paced digital world, content is king. Companies need to produce high-quality, engaging, and relevant content to stay ahead of the competition. But with limited resources and time, this can be a challenge. That’s where ChatGPT comes in. This powerful technology can help companies generate content quickly and efficiently, freeing up time and resources for other important tasks. In this interview, we’ll explore the many benefits of using ChatGPT for content production and how companies can get started.

About Edward Pimenta

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