January 4, 2023//Editorial development, Generative//Scott Leff

Generative AI: What is it good for?

ChatGPT has been getting a lot of press lately as an example of how generative AI can handle tasks ranging from writing computer code to drafting articles. Depending on whom you believe, ChatGPT poses an existential threat to Google’s dominant search engine, could signal the end of take-home tests, and might put writers and editors out of business.

I’m in no position to weigh in on the first two items, but I have a vested interest in the third one. So I spent a little time diving into ChatGPT to understand its uses and limitations. Here’s how it fared on a few different content requests:

Writing fact-based articles: Good

I started with a straightforward request: a presentation of publicly available facts.

Query: Write a three-paragraph bio of Dick Butkus.

Richard Marvin ‘Dick’ Butkus is a former American football linebacker who played for the Chicago Bears of the National Football League (NFL) from 1965 to 1973. He is widely considered one of the greatest and most intimidating linebackers in the history of football. Born in Chicago, Illinois, Butkus played college football at the University of Illinois, where he was a two-time consensus All-American. He was selected by the Bears with the third overall pick in the 1965 NFL Draft and went on to play for the team for nine seasons.

Butkus was known for his physical and aggressive style of play, and he was a dominant force on defense for the Bears. He was named to the NFL Pro Bowl eight times and was a first-team All-Pro selection six times. He was also named to the NFL’s All-Decade Team for the 1960s and 1970s. In addition to his football career, Butkus has also worked as an actor, appearing in television shows and movies such as The Bear and The Replacements.

After retiring from football, Butkus became a successful businessman and philanthropist. He has served on the board of directors for several companies and has also worked as a television commentator for NFL games. He has also been involved in numerous charitable causes, including the Dick Butkus Foundation, which supports programs that promote health and fitness for children.

It’s not surprising that ChatGPT nailed this task. Articles created by AI tools have been in circulation for more than a decade. If you recently read a preview or recap of a sporting event, there’s an even chance the author was a machine. Articles that follow a similar format and draw on stats, quotes, and other data are an ideal use of generative AI. This type of article wouldn’t be appreciably better if written by a human, but it would take exponentially longer. Bravo, ChatGPT.

Constructing arguments: Meh

Next, I wanted to see how the tool would do in creating a viewpoint based on existing sources.

Query: Write a two-paragraph introduction for an article on why gentrification in Chicago’s Pilsen neighborhood is bad.

Chicago’s Pilsen neighborhood has long been a vibrant, diverse community with a rich cultural history. However, in recent years, gentrification has threatened to change all of that. As property values and rents have increased, many long-time residents have been forced to leave the neighborhood, unable to afford the rising costs of living. This has led to the displacement of families, the loss of cultural diversity, and the erosion of the tight-knit community that has always defined Pilsen.

Additionally, the influx of new residents and businesses often leads to the loss of small, locally-owned establishments that have served the community for decades, replaced by more expensive and less connected alternatives. The impact of gentrification on Pilsen has been profound and negative, and it is important to address this issue in order to preserve the unique character of the neighborhood.

This introduction is missing several elements of distinctive, insightful articles: a sharp perspective (I’d argue the one above could apply to just about any gentrified neighborhood; for example, it contains no mention of the ethnic background of Pilsen’s residents), a unique angle on the issue (think of how much more effective it could be by starting with a profile of a resident of the neighborhood), and facts and figures that reinforce what’s at stake (the rise in property taxes or the median income of longtime residents, for instance).

But you can see why teachers are so worried; the intro is right in line with school writing assignments. This style of article is more representative of SEO campaigns that aim to churn out a steady stream of content featuring selected keywords. My issue with such articles is they ultimately aren’t that interesting and often provide little value to the reader.

So feel free to use generative AI to write these articles—just don’t expect people to read much past the first couple paragraphs.

Composing creative works: Please, don’t

Some have heralded generative AI’s ability to draw on available sources to actually be creative, such as writing a passage in the style of the King James Bible. So I gave it a try.

Query: Write song lyrics in the style of Pete Townshend.

Verse 1:
I wake up in the morning, feeling tired and drained
The weight of the world, it feels like it’s on my shoulders again
But I can’t give up, no matter how hard it gets
I’ve got to keep on fighting, with everything I’ve got left

Chorus:
Cause I’m a survivor, I won’t let life bring me down
I’ll keep on going, round and round
I’ll face each day with courage and with grace
I won’t let anything stand in my way, no matter the place

Verse 2:
I know there will be times, when I’m feeling low
When the road ahead seems long, and the path is hard to know
But I won’t let fear, control my fate
I’ll rise above it all, and I won’t hesitate

Chorus:
Cause I’m a survivor, I won’t let life bring me down
I’ll keep on going, round and round
I’ll face each day with courage and with grace
I won’t let anything stand in my way, no matter the place

Bridge:
I know that I’m not alone, in this journey through life
There are others by my side, through the struggles and strife
We’ll lift each other up, and we’ll face each day with hope
Together we’ll rise above, and we’ll find a way to cope

Chorus:
Cause we’re survivors, we won’t let life bring us down
We’ll keep on going, round and round
We’ll face each day with courage and with grace
We won’t let anything stand in our way, no matter the place

That’s truly awful. It has none of the signature elements of Townshend’s best songs—such as spirituality and London Mod culture. (This pablum might work for Bon Jovi, however. Quit hanging out with Robert Kraft and book some studio time, Jon!)

The goal of any content should be to provide insight and shed some light on the authors’ viewpoint. You’re not going to get that from ChatGPT yet. And it makes sense: if generative AI is scanning all relevant content, any uniqueness would naturally be washed away.

Conducting research: A great starting point

The most valuable use of the current iteration of ChatGPT for content is research, often one of the most time-consuming steps of writing.

Query: What are the top five examples for how AI can make businesses more productive?

1. Automation of repetitive tasks: AI can automate routine and repetitive tasks, freeing up time for employees to focus on more value-added activities. For example, AI can be used to process invoices, generate reports, or respond to customer inquiries.
2. Data analysis and decision-making: AI can analyze large amounts of data quickly and accurately, enabling businesses to make more informed decisions. For example, AI can be used to predict customer behavior, identify market trends, or optimize supply chain operations.
3. Personalization and customization: AI can personalize and customize products and services, improving the customer experience and driving loyalty. For example, AI can be used to recommend products or services based on a customer’s browsing history or to generate personalized content for marketing campaigns.
4. Predictive maintenance: AI can predict when equipment is likely to fail and schedule maintenance before it does, improving equipment uptime and reducing downtime.
5. Process optimization: AI can identify inefficiencies in business processes and suggest improvements, increasing productivity and reducing costs. For example, AI can be used to optimize routes for delivery trucks or to streamline manufacturing processes.

This result provides a valuable starting point for education and further research. Rather than having to read ten articles to gain context, a writer could use ChatGPT to provide this result in seconds and use it as direction for a deeper dive. Still, a couple of issues: First, it doesn’t provide original sources. Second, one of the most important decisions a writer or editor makes is prioritizing research insights to develop an informed perspective. When the machine does that work, it could close off an important and necessary part of the process.

***

Generative AI is a powerful tool, but as with any technology, it’s just one part of the puzzle. The more valuable opportunity is figuring out how to combine the expertise of humans and the nearly endless capacity of machines to process information.

My colleagues and I plan on exploring these opportunities throughout the year and will share our findings.

Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.

 

VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.

Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

People director

Tracy built her career in people operations by developing a wide range of skills; because of her many capabilities, she refers to herself as the “Swiss army knife of HR.” But Tracy’s work goes beyond typical human resources functions: She’s committed to elevating the complete employee experience. She draws on her work across industries—including roles at Rockwell Automation, Harley-Davidson, and the American Medical Association—to promote a workplace culture of openness and acceptance, and she’s guided by her empathic nature and willingness to embrace a challenge. In everything from implementing new processes for feedback and evaluation and supporting employees through times of great change, Tracy makes LEFF a special place to work by ensuring that everyone feels welcome, valued, and seen.

 

Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

Group account director

Joe values preparation, but an early career experience taught him to troubleshoot in unfamiliar situations. One of his first roles in marketing required him to travel suddenly to Toronto to help a multinational restaurant business build its presence in Canada. Two years later, Joe had worked through regional differences and complex logistics to help the client meet its goals, and he became a more active listener in the process. Whether successfully delivering game-changing outcomes in an agency setting or at a university, where he directed marketing operations across campuses, Joe remains focused on solving problems with well-informed decisions. At LEFF, he’s overseeing the processes that ensure everyone has what they need to do their best work and strengthening the connection between effective operations and exceptional client service.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.