03 Nov ChatGPT and AI in Content Creation: When It Works and When It Fails
Everywhere you look, people are hyped about ChatGPT. It’s the shiny new thing, promising productivity boosts and the ability to do more with less. And hey, for some folks, it can help tackle a task or two.
But here’s the hard truth entrepreneurs, small business owners, and ambitious professionals need to hear: just because you can use ChatGPT, doesn’t mean you should. If your goal is to stand out, dominate your industry, and create above-average results, Chat GPT isn’t the magic bullet you’ve been waiting for.
Here’s the Deal with Chat GPT
Chat GPT is great at one thing—it spits out the average. That’s literally how it works. It pulls information from across the digital universe, blends it together, and delivers a response that sits squarely in the middle of the road. For basic tasks? Sure, it gets the job done. But for those of you looking to crush it in business? Average is not where you want to be.
Do you want your marketing content, your brand message, or your customer outreach to feel like everything else on the internet? I sure hope not. Exceptional businesses don’t just aim to “get it done.” They aim to inspire, provoke, and drive demand.
This is where experience, not tech, comes in.
The Power of Experience Over AI
Here’s the thing with using Chat GPT (or any AI, for that matter): it doesn’t know your audience, your market, or your brand as well as you—or an experienced professional—do.
When you hand your messaging, branding, or marketing over to an AI tool, you’re missing a crucial ingredient—nuance. Experienced entrepreneurs understand the small shifts in tone, structure, and delivery that make content stand out. They know how to read what resonates with their target market. Chat GPT can’t do that. It’s not built for intuition or connection. It’s designed to churn out functional filler.
If you’re just trying to check “create something” off your to-do list, great—use Chat GPT. But if you want your work to move people and make a statement, you need human expertise driving the ship.
Why Relying Solely on AI is a Long-Term Loss
Now don’t get me wrong—AI isn’t the devil. It has its place. But here’s the pattern I’m seeing (and I’ve been in this game long enough to see trends repeat themselves): people start using AI as a crutch. It breeds laziness. It removes the demand for excellence. People stop honing their craft, stop demanding better, and just start leaning on “good enough.”
And you know where “good enough” gets you in business? Nowhere.
The businesses that see long-term growth, dominate their competition, and build legendary brands don’t rely on good enough. They focus on exceptional. Chat GPT might make things easier in the short term, but long term? If you’re not consistently delivering high-value content, you’re just creating noise—and noise doesn’t lead to ROI.
Need proof? Look at the mess a brand like Bud Light got into when it prioritized short-term gimmicks over understanding its audience. The result? Billions in losses. If someone in the room had paused and said, “Is this the best move for our audience?” the fallout could have been avoided.
The takeaway? Having foresight—knowing what to do and just as importantly, what not to do—comes from experience, not algorithms.
When AI is Actually Useful (And When It’s Not)
Now, I’m not saying AI doesn’t have a role to play. It can be a fantastic tool for those just starting out, filling knowledge gaps, or handling basic, repetitive tasks. It helps when you’re in the early stages and don’t yet have the skills or resources to execute on your own. If you’re a beginner and need to learn the ropes or automate simple jobs, go for it—just know its limitations.
The Tribe is a collective of individuals committed to growth, wisdom, and connection with other like minds. We don’t follow trends—we live by truth, self improvement, and action.
GI Griffin is an Advisor, founding member of The Tribe, and host of the GI SAID IT show. His diverse experience in business, consulting, and self improvement has shaped his unique perspective delivered in a style that is unapologetically honest, straight to the point, and at times a bit brutal. Brutally honest, no BS.
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