Systems like OpenAI have put AI content generation into everyone's hands, but can you trust that content? Data from 3 original studies into AI content

1. Can you trust AI with
your content?
matbennett.com/brighton2022
@matbennett
Mat Bennett
Agency Coach, Mentor & Consultant

2. Can you trust AI
with your
content?
Words & data: Mat Bennett
Images: Midjourney AI
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3. Output suggests this…
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4. … LinkedIn suggests this
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5. Does it rank?
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6. Does Google
allow it?
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7. Can they even
detect it?
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8. Could you just
pump out 1000s
of pages of crap
and make money
on the long-tail?
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9. CAN THE
CONTENT BE
TRUSTED?
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10. A show of hands
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11. 64 Agencies Surveyed
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12. 65% Already using AI
text tools in
some capacity
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13. 29% Have used it in a
production
project
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14. It’s the future…
but what
is it?
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15. Once upon a
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16. Once upon a time
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17. Once upon a time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
time
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time
time
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time
time
time
time
time
time
time
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time
time
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time
time
????
????
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18. Once upon a time, there
was a poor farmer.
He worked hard every day
to try and make a living, but
it was just too difficult. The
farmer had a wife and two
children, and they were all
struggling.
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19. Once upon a time,
there was a computer
programmer who was
very unhappy with his
job. He worked long
hours in a cubicle, and
his boss was always
demanding more work
from him. The
programmer decided
that he'd had enough,
and he quit his job.
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20. Once upon a time, a
little girl had a
dream. She dreamed
of a world where she
could be anything
she wanted to be,
where she could do
anything she wanted
to do, and where she
could go anywhere
she wanted to go.
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21. Does it rank?
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22. Yes.
AI content ranks
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23. Does Google
allow it?
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24. Yes.
(technically)
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25. @matbennett

26. Can they even
detect it?
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27. Probably
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28. Probably
(but who cares?)
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29. Could someone just
pump out thousands
of pages of crap and
make money
monetising the long-
tail?
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30. They already are
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31. CAN THE
CONTENT BE
TRUSTED?
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32. @matbennett

33. “Would you
trust website
content that
had been
written by AI?”
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34. “Would you
trust website
content that
had been
written by AI?”
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35. @matbennett

36. @matbennett

37. @matbennett

38. @matbennett

39. @matbennett

40. @matbennett

41. People don't trust AI content…
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42. … and REALLY don’t trust some of it
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43. CAN THE
CONTENT
PEOPLE BE
TRUSTED?
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44. An experiment using
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45. How engaging is this article?
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46. How knowledgeable do you
think the author is?
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47. Do you trust this content?
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48. Mean trust score
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49. Mean engagement score
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50. Mean knowledge score
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51. Summary: Lifestyle content
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52. The public prefer AI content
over cheap human content
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53. Faster
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54. Faster
Cheaper
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55. Faster
Cheaper
Easier
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56. Problem:
It’s all old data
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57. The current President of
the USA is
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58. The current President of
the USA is Donald Trump
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59. Problem:
Fact & fiction get confused
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60. Problem:
Context shift
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61. @matbennett

62. Problem:
No original ideas
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63. “Are you
mainly
summarizing
what others
have to say
without
adding much
value?” @matbennett

64. Summary: Lifestyle content
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65. Subject specialist author
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66. Informed reader
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67. What this teaches us
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68. AI text is NOT as good as
human writers…
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69. Not everyone will notice
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70. Not everyone will notice
(or care)
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71. Topic matters
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72. Topic matters
But audience matters more
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73. The gap is narrow
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74. Would I trust AI with MY content?
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75. Would I trust AI with MY content?
Unsupervised
Today
Not if I care
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76. 48%
Of agencies
expect to be
using AI Text
tools regularly
within 2 years
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77. @matbennett

78. This is just the beginning
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79. GPT-3 is already old hat
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80. GPT-2 GPT-3
BILLION BILLION
175
1.5 X177
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81. GPT-2 GPT-3 GPT-4
BILLION BILLION TRILLION
100
175
1.5
X177
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82. GPT-2 GPT-3 GPT-4
BILLION BILLION TRILLION
100
175
1.5
X571
X177
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83. GPT-2 GPT-3 GPT-4 Wu
Dao
BILLION
175
BILLION TRILLION TRILLION
100
175
1.5
X177
X1000
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84. “'OK, I think this
system is sentient”
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85. matbennett.com/brighton2022
@matbennett
Be prepared
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