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ChatGPT has not even been around for one year, and yet most copywriters use it in some shape of form to assist their writing or creative process. There’s been a lot of discussion about Google penalizing synthetic writing, and also how ChatGPT is disrupting Academia. While there has been a lot of complaints and even legal actions taken against Open IA for “scaping” content, Ai writing tools like ChatGPT produce original/non-plagiarized content. One of the most important discussion points is if there’s any fundamental issue with using AI to write? We prepared a comprehensive study on the pros and cons of using generative AI tools for your writing so you can decide for yourself. 

Pros of Using AI for Content Creation

Speed and efficiency 

By far the most obvious advantage is the speed at which AI tools can produce content that is, for the most part, accurate. The efficiency is also remarkable. There’s just no way these tools need a coffee break, or run out of creativity and inspiration. Whatever your prompt is, ChatGPT will likely be able to produce a fairly high quality output that can get you started on your writing assignment… or even do it all. 

Lower cost  

Even though ChatGPT has a premium, paid option, the free version works exceptionally well and can produce quality writing in seconds. Unless you have access to a decent writer that is working as a volunteer for you, there’s simply no way to compete with a free tool in terms of pricing! 


Put simply: AI tools can generate content with a consistent tone and style. However, this is also one of many elements that makes their outputs easy to detect by AI detectors such as Winston AI. They will also never(almost) make any grammatical errors, and write well constructed sentences and structures 


AI tools are available 24/7 and can scale content production with a simple prompt! All you need is an internet connection, and a topic to get started with. Let ChatGPT, Bard or Claude do the rest of the work.


Most AI tools allow you to customize their writing styles with a simple prompt. Don’t be shy to ask, be “needy” and picky, and give feedback. Your output will be adjusted within seconds, as most LLM’s are trained to satisfy your needs.

Cons of Using AI for Content Creation

Lack of originality 

The most obvious downside of using AI writing tools is the lack of originality in writing. The outputs are usually extremely generic and sentence structures are very predictable. This makes the content produced lack originality and flavor. 

Factual inaccuracies 

AI can sometimes misinterpret data and report incorrect information. So even though you might save a lot of time by using these tools, you’ll still need to proofread the content, and most importantly, you’ll need to verify the accuracy of content and facts, as there are many inaccuracies in the outputs. 

Lack of nuance 

One of the rare elements where humans are still definitely ahead of machines is humor and empathy. AI definitely struggles with nuance, humor, empathy and other human qualities that are almost impossible to learn with data. 

Tips for Using AI Content Tools

As an AI detection software, most people believe that we are against AI writing tools. That is certainly not the case. We believe that it’s important to use it with caution and transparency. A lot of our users ask us for advice for using AI tools, so here are a few you can use. 

Set clear guidelines for topic, tone, length

Remember you can lead and request anything you want for your output with the right prompts. Don’t be shy to ask, control, and provide as much information on your topic, the tone you wish(witty, professional, convincing) and length you want your output to be. 

Train the AI on brand voice and style

Did you know you can train ChatGPT to write with your own style? With only a few steps, you can feed ChatGPT a few of your articles, emails, or any piece of content you wrote, name your style, and then prompt ChatGPT to write with this style? This is an incredible feature that will ensure your future outputs match your style of writing! We recommend reading a few articles on this method for a deeper understanding. 

Do thorough fact checking and editing

One of the most impressive elements of AI Chatbots is their confidence. In other words, their writing style leaves no room for doubt in the information they produce. 

This is something that we mentioned already, but you’ll need to carefully fact check the content generated, and in no circumstances trust the information generated. 

Focus AI on drafts and human writers on finely polished content

We’ve already written on this matter, but the best way to use AI for your writing is to get started with ideas, and outlines, and write the content yourself. You’ll be sure to have something much more interesting to read by your audience!


The emergence of AI writing tools like ChatGPT has sparked an important discussion around the role of technology in content creation. While these tools can help writers work more efficiently and accessibly, they lack the originality and nuance that comes from human creativity. The best approach seems to be using AI to assist in drafting and research, while still relying on skilled human writers to infuse personality and refinement into the final published content. With the right balance of human talent and technological support, writers can uphold quality while working smarter. Though questions remain about ethics and plagiarism, setting clear guidelines and thoroughly editing AI-generated drafts mitigates many of the risks. If used transparently and judiciously, AI promises to augment, though likely not replace, the irreplaceable contributions of human authors.

Thierry Lavergne

Co-Founder and Chief Technology Officer of Winston AI. With a career spanning over 15 years in software development, I specialize in Artificial Intelligence and deep learning. At Winston AI, I lead the technological vision, focusing on developing innovative AI detection solutions. My prior experience includes building software solutions for businesses of all sizes, and I am passionate about pushing the boundaries of AI technology. I love to write about everything related to AI and technology.