Monthly Archives: December 2022

A Test for Robot Copywriters.

The buzz is about ChatGPT. Many are talking of nothing else.

They can’t resist the lure of an AI neural network that writes ad copy, 
composes music, makes films, churns out stories and in doing so responds to natural language.

To put all the hype to the test we asked ChatGPT to knock out a few 
Volvo ads.

We wondered, could a bot write as well as two of the best copywriters of all time?

Could it be as good as Ed McCabe and David Abbott?

As you probably know, both wrote brilliant Volvo ads (like many you might even have been among those who wrote them out by hand to learn how to be a better writer).

With copy completed in a trice, 11 seconds on one ad, ChatGPT did passably well.

But it wasn’t a patch on Ed McCabe or David Abbott. Or even a middling writer.

The result was a laundry list of features without a tone of voice, original thinking or the wit, charm and reasoned persuasion you might expect. 

Formulaic describes it.

So rest easy if you’re a copywriter, your job shouldn’t be in jeopardy.

But …. 

Rumor has it that in 2023 you’ll be faced with a dramatic upgrade.

The current ChatGPT (which spins off from GPT3) is fueled with tons of 
data starting with everything on Wikipedia, Twitter and Reddit.

It’s equipped with what computer boffins claim is 175 billion parameters — a figure that correlates to human brain cells. 

The next iteration, GPT4, will be energized with everything on the Internet plus billions of images and sounds.
It’s predicted to have 100 trillion parameters, making it as much as 500 times better than GPT3.

It leaves you wondering, doesn’t it … where will we be when GPT5 and GPT6 arrive?

Will AI eventually be as brilliant as Ed McCabe and David Abbott?

You can always run your own Volvo ad test to see.