Last updated September, 2024
Many clients ask if, as a conscientious and creative writer, I use AI tools when writing marketing or other copy.
Here is my policy. I’ve developed it to help set expectations about the role AI may play in my work, and my clients’ ability to set appropriate limits on that role.
I believe generative artificial intelligence and large language models (LLM), collectively called “AI” below, can play an important role in assisting the creative process … but cannot replace human creativity and understanding. AI isn’t a sufficient substitute for the consultative input, human insight, creativity, and client-specific knowledge and approaches that our clients trust me (and my entity, Matt Mason Communications, LLC) to provide.
I specialize in original and effective copy, and as such, I:
- Retain the role of primary writer, doing the important thinking, strategizing and revision myself especially when composing an initial draft.
- Take a “minimal use” approach, only using AI tools when necessary and with permission. (Client permission to use AI tools is obtained at the start of a project or engagement and is assumed to apply to that entire project or engagement.)
I do, sometimes, use AI as a “writer’s assistant,” helping with such tasks as:
- Transcribing an interview.
- Summarizing an article, web page or video.
- Researching a topic and finding reputable source material. (For this, I’m currently using Perplexity.ai).
- Providing insights into a target market, particularly what motivates them to buy.
- Data analysis, e.g., to determine keywords or for brainstorming.
- Generating ideas for creative concepts or content topics (with my own judgment as the final arbiter).
- Reviewing a draft and proposing recommended edits and improvements.
- Proofreading for typos, and grammatical or other errors.
- Role-playing as a prospective buyer and assessing how persuasive the copy may be from their point of view.
The tools* I’m currently using are: ChatGPT 4.o; Perplexity.ai; and Claude.ai. Where placeholder images may be needed in a text draft (to support or elaborate on text content), these are sometimes generated via a DALL-E query; however, these are for placement only and are never intended to be used in a final deliverable or to supplant the work of an art director, creative director or graphic designer.
*The links above are provided for information only. I do not receive any commission, incentive, or other consideration from their use.
If you provide me with confidential, trade-secret or otherwise sensitive information, I will never enter that information into an AI. To ensure absolute clarity on this point, in addition to using my own best professional judgment, I will ask my client to identify any background material that they deem off-limits for use with an AI tool.
If AI provides me with new information, I will always fact-check that information independently of AI tools; and, ensure that it is content that, if copyrighted, is appropriately attributed before integrating it into the written work and providing it to my client.
I will always personally re-work any AI-generated content to ensure it fits my client’s brand and style as appropriate.
Bottom line:
- Regardless of how I use AI tools, my work for you will always be original and leverage my 20+ years of experience writing effective copy. Guaranteed.
- My clients’ respective policies, preferences and requests around how AI tools should be used will always govern how we work together. For absolute clarity, we’ll discuss it at the beginning of an engagement and routinely thereafter as needed, and I’m always open to such discussions as the need may arise.
If you have questions about how I use AI, email them to privacy@mattmasoncommunications.com.