Nikita Prokhorov: ChatGPT Ruins Your Online Reputation, And Here Is How

Is the world’s most popular AI service, used by around 60 million people daily, truly beneficial for businesses and their online reputation? Nikita Prokhorov, Executive Director and co-founder of Reputation House, explains the negative effects of daily use of ChatGPT

Let’s be honest, ChatGPT has become a unique digital solution for companies and brands, serving as a true business panacea. Artificial intelligence is taking over whole departments, including marketing, advertising, development, and sales, with ChatGPT at the forefront of this revolution. This platform showcases its expertise in various tasks, such as making proficient emails, generating SEO-optimized content, simplifying complex concepts, and facilitating brainstorming sessions.

Notably, ChatGPT’s competence as a virtual assistant is positioning it as a great competitor to human talent. Its multifaceted capabilities have prompted businesses to find ever more applications for the technology, which has consequently resulted in the potential for workforce reductions. According to a survey conducted by ResumeBuilder, a huge increase in upcoming layoffs is anticipated. Business leaders who have already implemented ChatGPT indicate that 33% of them firmly believe it will lead to workforce reductions by the end of 2023, while 26% believe it will probably happen. In the next five years, 63% of business leaders believe that ChatGPT will either definitely (32%) or probably (31%) lead to employee layoffs. It will certainly affect the online reputation of brands.

A good example is Netflix, the popular streaming service, actively seeking experts in machine learning and AI models, such as ChatGPT. The company is offering highly competitive salaries starting from $100,000 and up to $900,000 to attract top talents. However, this strategic move has encountered significant backlash, as actors, writers, fans, and managers initiated a global strike that has already impacted the scheduled launch of new movies and TV series.

It does not know everything

ChatGPT is a powerful tool that can answer business questions, explain complex theories, and provide different viewpoints. However, it’s crucial to be careful because AI-generated answers can sometimes be wrong, which could lead to damaging a brand’s reputation, especially when people tend to believe AI’s responses without seeking other sources. ChatGPT uses supervised machine learning techniques based on reviews and feedback, but it cannot offer real experiences, specific case studies, or detailed analytics. Moreover, its data is limited to 2021 only and it is sometimes too wordy. If you work with AI, make sure you double check all information.

Verify that you are human

Tone of voice serves as a potent instrument for capturing the attention and loyalty of your valued customers. It embodies the essence of your brand, resonating with customers during their interactions with your business. While employing ChatGPT to discover an ideal voice for your company or personal brand is for real trendy, creating the right prompts requires time and effort. Relying solely on AI to engage with customers or partners might lead to inconsistencies in your brand’s communication, potentially causing confusion. Instead, give the power of communication to individuals equipped with the appropriate education and empathy. Letting people handle communication makes a consistent and authentic representation of your brand’s values according to your tone of voice.

It is not divergent, but overly literal

Keep in mind when using ChatGPT, as it tends to produce overly literal responses. For instance, CEO interviews generated by PR managers using AI often result in superficial answers, lacking real-world experience or relevance to the topic at hand. Such interviews read like a mere product listing, quickly becoming monotonous and leaving a negative impression on the credibility of the readers, directly affecting your online reputation.

Overall, ChatGTP is an invaluable tool that greatly benefits SMBs and personal brands. Nevertheless, its primary drawback lies in its reliance on continuous training and user feedback. This July, researchers from Stanford and Berkeley discovered that the platform altered its behavior, providing less accurate and correct answers to users’ queries.

When it comes to establishing an online reputation, technology and artificial intelligence play crucial roles. However, the key lies in how these tools are utilized and the purpose they serve. AI extends beyond ChatGPT, enabling profound data analytics to identify weaknesses and develop effective online reputation management strategies. However, the positioning of brands online is best entrusted to humans, as they possess the capacity to craft a more nuanced and strategic approach.

To find more information about Reputation House, please visit the wesite.

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