A Responsible Approach to AI: When to Use ChatGPT for Your Business And Branding

Despite facing many controversies since its launch, ChatGPT from OpenAI has quickly become a go-to tool for businesses, with many looking for ways to integrate artificial intelligence (AI) into their content and marketing mix. But while it opens up infinite possibilities in terms of practical applications and automating tasks, it can also lead others to question a company’s credibility, especially for those in the legal profession.

If you are considering using AI tools like ChatGPT or Dall-E for content creation and marketing, here are some important things to remember, including legal, ethical and regulatory implications.

What is ChatGPT?

ChatGPT is an advanced language model designed to understand and generate human like text based on the input it receives. It is a product of OpenAI, a US-based artificial research organisation dedicated to developing AI technologies. It is akin to a chatbot that can answer questions conversationally and can be used for generating creative content, writing code, offering language translation, and more.

ChatGPT continues to evolve as it receives more data, enabling it to accomplish more tasks and expand its capabilities. For this reason, businesses are eager to explore the AI model and maximise its effectiveness. 

Should you use ChatGPT for your business?

There’s no doubt ChatGPT can be a helpful tool for content creation and branding, but the key is to utilise it effectively to elevate your business without compromising your credibility and reputation. Here are some things you can explore:

Use ChatGPT to expand on your own creative thoughts

From creating a brand statement to blog posts, you can use ChatGPT to create various types of content. But don’t rely solely on AI – the key to making the language model work for you is to delve into the given output and tailor it to highlight your brand and its unique identity and purpose. Use it for prompts and general ideation, then personalise it as you see fit. This enables you to create quality content with authority, which is a component of Google’s Search Quality Rater Guidelines

Boost your reputation with ChatGPT

If you want to utilise your online presence to improve branding and business, you can use content creation to establish credibility. Blogs, LinkedIn and social media are among the most powerful tools to drive traffic and engage your audience. But to stand out against competitors, you’ll need to improve your site’s E-E-A-T and ensure your content meets users’ needs, allowing you to rank higher in Google searches.

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It is part of Google’s Search Quality Rater Guidelines and what real people use to evaluate the quality of search results. Original content, authentic insights, topical expertise, factual accuracy and trustworthy sources – all these are taken into account by quality raters, and while ChatGPT can help you churn out thousands of blog posts, relying on AI alone can impact your E-E-A-T standing.

Instead of simply copying and pasting what ChatGPT has generated, you can ask it instead to give you prompts or outlines that you can use to create high quality blogs. Edit AI content as much as possible and add more value to it by infusing your creativity into your content.

Train your AI to know your brand better

Because ChatGPT is able to improve as it receives more data, you can train the language model to give information that is relevant to you and your audience. Consult ChatGPT to explore insights on your target market and potential competitors or discover frequently asked questions (FAQs) you should anticipate from your customers. You can utilise this information to generate a new set of AI content, contributing to the growth and expansion of your brand.

What should I watch out for when using ChatGPT for my business?

While AI models like ChatGPT and Dall-E make content creation and marketing easier, they still have limitations. Using these tools for your business and branding can also have negative implications, including:

  • Providing inaccurate information

On its website, ChatGPT includes a disclaimer that the AI model can make mistakes. It may not always have the most up to date data and admits to generating responses based on patterns learned during training rather than specific knowledge about current events. Failure to verify with authoritative sources or fact check the information you put out can lead to potential issues and legal risks.

  • Possible copyright issues

Copyright is the exclusive legal right of creators of an original work to control certain activities regarding their original piece. These include copying and re-use, like publication, performance, adaptation, and making the work available to the public.

When using AI models like ChatGPT and Dall-E, there is always the possibility that the tools have incorporated copyrighted materials in the generated content. Determining copyright ownership and assessing the legal implications for businesses that use AI-generated content can become complex. Infringement is possible if a user knowingly or unknowingly uses ChatGPT to produce output bearing a part of an existing work subject to copyright. To mitigate potential issues, it’s best to use their responses as a starting point and then transform them into something that is unique to your brand.

  • Confidentiality breach

AI learns over time from the data it receives from users. Once a user inserts data, the AI tool can store that information for future use. Entering confidential information like a person’s name, address or other personal details, may lead the AI tool to include it in responses to another user. In such cases, you can be held accountable for inadvertently releasing confidential data.

  • Trade mark violations

AI models like Dall-E can ease branding tasks by generating logos, company slogans or other trade marks for your business. However, using existing elements that are under trade mark protection can put you in hot water. When creating content for your brand, it is always best to err on the side of caution, especially where intellectual property is involved.

There’s no denying how quickly AI models have evolved and how helpful they’ve become in today’s world. But, like everything else, careful consideration is needed when using these tools for your brand. When in doubt, consider getting legal counsel before using any information generated by AI tools that could potentially be incorrect or protected. Intellectual property, in particular, is tricky, so you’ll need to engage a trade mark attorney to help you avoid costly rebranding due to the unintentional use of another company’s trade marked elements.

Lazarus Legal can help you deal with these legal matters and requirements so you can focus on growing your business. Contact us today or sign up for our newsletter to stay informed about legal news, business trends, and more.

Picture of Mark Lazarus

Mark Lazarus

Mark Lazarus, the visionary behind the business and the fresh blood of the Lazarus Legal team, Mark (or Laz as he is often known) owes much of his success to his past experiences. And he’s made it his personal goal to bring that wisdom and formula to the firm.

Share post

Previous Posts

barry_lazarus

Barry Lazarus

CEO & Notary Public

barry@lazaruslegal.com.au 

We’d be lying if we told you that this bloke isn’t the big honcho of our team, but his name is a dead give-away. The founder of Lazarus Legal, Barry is an old school, tough as nails lawyer. They don’t forge litigators like this anymore.

With decades of experience in both Australia and South Africa, his wisdom is as renowned as his name. Back in the days when Schwarzenegger and Van Damme were kicking ass on VHS, Barry was kicking ass in the courtroom. And after all these years, he still has a reputation for refusing to back down.Barry is definitely the badass you’d want in a fight – in court or otherwise. But really, he’s a big softie. Just don’t let him know you know that (although he probably won’t read this anyway – navigating the Internet is not his strong point).

Aside from putting other lawyers in their place, taking long walks on the beach and spending time with his family, Barry enjoys seeing others succeed. Not only is Barry a staunch and unmoving litigator, he has sharp business and commercial acumen having started up ventures from scratch and growing them into full-blown franchises – from real estate to creating ice cream, to making pasta. With his experience on both sides of the commercial and legal equation, you want this guy to be on your side, whether you’re the next Zuckerberg realising your genius, or the next Zuckerberg taking on your opponents in court.

When Barry is not busy lawyering about, he is a part-time lawn bowler and a wannabe comedian, but never took both as a day job, because let’s face it, he’s a lot better at his day job.

If someone ever threatens you to lawyer up…relax, call Barry and he’ll handle the rest. 

Rise above...

Lazarus Legal Logo
Mark Lazarus Director

Mark Lazarus

Director

mark@lazaruslegal.com.au 

The visionary behind the business and the fresh blood of the Lazarus Legal team, Mark (or Laz as he is often known) owes much of his success to his past stories and experiences. And he’s made it his personal goal to bring that wisdom and formula to the firm.

He’s a bit of jet setter, splitting his time between Australia and the UK, maximising every hour of his professional life. He thrives on this adrenalin. It allowed him to work in private practice in Sydney, act for a host of famous celebrities in London, do a two year stint as a NSW barrister (and not the pretentious coffee type in the Melbourne laneways) and more recently did a gig as the Legal Director covering Europe, the Middle East and Africa for one of the world’s coolest fast-moving consumer good brands!  

As an Aussie and UK lawyer and former barrister, Mark not only has the gift of the gab but he’ll walk the walk to prove it too. He likes to think he’s a bit like Harvey Specter or Michael Corleone, the main difference is you can actually retain him as your lawyer and consigliere. He’ll tell you how it really is and will take on any challenge head on. Although litigation and court advocacy comes naturally to him, commercial and IP is what gets his blood pumping! 

When Mark is not out there doing his thing, you will probably catch him chilling at home with his family, on the sidelines of the soccer (football) pitch cheering on his two boys, crawling through mud obstacles, or training hard at the gym. Passion and commitment is what drives Mark to succeed, along with his burning desire to disrupt the legal profession by finding new ways to change the game.

He has sights on the future. So if you’re breaking new ground, ahead of the times, and on the verge of something big, but you need someone who’s got your back and who can give you straight up advice, this is the guy you will want on speed dial.

Rise above...

Lazarus Legal Logo