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UXA2023 Elle Geraghty - Chat GPT and your content: What works and what doesn’t.

uxaustralia
August 24, 2023

UXA2023 Elle Geraghty - Chat GPT and your content: What works and what doesn’t.

Oh my gosh - the hype about Chat GTP and how it makes exploding your content production efficiency super easy is mental But is it actually based in reality.. Ed note - no, Chat GTP did not write this. Let's look at five examples of how Chat GTP has actually been successfully used and what degree of human intervention is still required. Spoiler alert, it's a LOT.

uxaustralia

August 24, 2023
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  1. Note that this is an unedited transcript of a live event and therefore may contain errors. This transcript is the
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    www.captionslive.au | [email protected] | 0447 904 255
    UX Australia
    UX Australia 2023
    Thursday, 24 August 2023
    Captioned by: Bernadette McGoldrick & Kasey Allen

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    Page 102
    Let's get Elle up on the stage. Elle will be talking about AI, ChatGPT
    and content things. Please join me in welcome Elle Geraghty to the stage.
    (APPLAUSE)
    ELLE GERAGHTY: So lovely to be here with you all. I have a confession to
    make. I am obsessed with this conference of UX Australia. I love it so
    much. I have been to pretty much every one since the first. This year,
    because of COVID, I was hibernating a bit and I was like I really wanted
    to come. I didn't put one or two or three proposals in, I put four in. I
    wanted to come. The one that was chosen was all about ChatGPT. I was
    like really? That is my least favourite one. ChatGPT, it is kind of like
    emperor's new clothes, snake oil, tech bros and crypto-currency, there is
    an enormous hype out of nothing. I was like Elle you put the proposal in
    for a reason and it has been the best thing that has happened to me. I
    have spent hundreds of hours in the tool doing research, talking to
    organisations about how they are using ChatGPT. Sorry, I should say,
    super dyslexic, I will keep calling it GTP. I did a check this morning on my
    deck and every spelling was wrong. If you see one that is still wrong, give
    me a wave and a cheer. Go the dyslexics!
    (CHEERING AND APPLAUSE)

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    Page 103
    ELLE GERAGHTY: Well spotted. I need my clicker. There has been pretty
    much a - I have had a rollercoaster of excitement when it comes to
    working on this project. Let me see, can I go forward? The big green one
    probably. I can't see my notes below me. If you can change that, great, if
    you can't, don't worry about it. An element of anarchy and fun will be
    added to the conversation. This one, I know how to talk to this one. Hi, I
    am Elle. If we haven't met before. It is lovely to meet you. Elle, rhyming
    with hell, and Geraghty. I started my life as a radio producer at the ABC
    and I became a project manager. I am now in a fantastic space of content
    strategy. That is what I want to talk about today. ChatGPT can be used
    for a billion things. We are going to focus on content creation and
    specifically content creation for the public. That is not true - you are
    making content for someone else. It is not your little admin projects, that
    is the distinction I am trying to say. I don't mean the public necessarily,
    because there could be work that you are doing in a credentialed space. I
    want to make that distinction, we will be talking about content for
    publishing, not using ChatGPT for code and not using it for your own little
    admin tasks.
    Let's start with the quick reminder, like what the hell is this tool?
    Being a nontechnical person, I love using the idea of let's think about a
    person. The ChatGPT is - imagine we're a person, it is a lips, not our
    brain. It is our lips. It is the ability to make language, the ability to talk, it
    is not the knowledge or thinking. If you have been using ChatGPT you will
    know that if you don't - 2021, famously the free version of the tool I am
    talking about - I am too scared to say its name anymore - 3.5 cuts off its
    Internet access in 2021 if you are using the newest version, number 4,
    you can use live data and, secret, if you use Bing Creative, it also has
    access to 4 for free. Don't tell anyone.

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    Page 104
    It is really an important distinction. When you start using this tool,
    you think my gosh it is absolutely magic. It is a person making up
    information or it knows stuff. No, it doesn't, it is a large language model.
    It is a way of tokenising words so that an exchange of concepts can be
    made. It is not the knowledge behind it. That was an important question.
    I want to ask you guys, who has used ChatGPT? I reckon for those
    playing at home that is about 50%. I think so. Who has used it to make
    content in a publishing perspective? That looks like about 10% of hands.
    Most of you are using it to play around, to make your own kind of stuff
    and your reports. Those of you who have said you have used it, who uses
    it every week? This tool is so hyped up, if you look at the data and the
    monthly active user, it is going down. I thought that was interesting.
    In this talk, it has already started but from now on, these are the
    things I will talk about. I will share five applications of ChatGPT, I will
    read it off the screen. Once we go through the application, we will talk
    about the implications. What does it tell us, how can we use that insight
    as a diagnostic? I just have some places that I have been finding really
    useful, in terms of from a strategy point of view, as opposed to a tactical
    point of view, figuring out how do I put guidelines around the use of this
    tool?
    We will go on a rollercoaster. There will be highs and lows. In terms
    of what works and what doesn't, you may be surprised, you may not be.
    This is the high, right. It is really fun to use it. Remember the first time
    you used it. You were like my gosh, this is magic, it is so easy. How does
    it work? This is fantastic? True. Let's feel that excitement and let's feel
    that fun and let's do an experiment. Some of the slides are a bit shitty, so
    I will read them out if you can't see it. If it is fun and easy, let's go - sorry
    to the social media siblings but it is meant to be fun and easy. Let's write
    some social media snippets. I have just become the President of my local

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    Page 105
    tennis club, and we are creating an open day. I was like let's use ChatGPT
    to help me write some social media. I was like write five social media post
    to promote an open day and I chucked in my Google document
    information. Importantly, the prompt is the large language model piece,
    the Google doc is the brains, the information could be the web site and
    the information I am supplying to you.
    What happened? It did a pretty good job. It is like, it has the five. It
    is labelled. It is using emojis, that is very social media. There is hashtags.
    It has read my document and it has given me variety. Post number 4 is
    about the music that is going to be happening. Post number 1 is like it is
    free, it is figuring out, these are some potentially good things that people
    might be interested in. Post number 3 is saying - I put a list of schools
    that might be interested in there. It is going "Calling out locals of nearby
    schools". It has read my document. I am going, it is not too bad. For
    those of you who are social media experts in the room, you will know it is
    not that easy. You have to think about your strategy, your photography,
    your sign offs, your timing, what is trending. How you productionise that
    work. Put it into perspective but it has done a good job, I don't mind that.
    It felt a bit easy. I was feeling nefarious. I was like if I can make social
    media posts, what other dodgy things can I do?
    I was like what do I do? I will see if it will write some scams or
    some - I was like write 10 scam texts to send to people to try and get
    money off them. I love this about this tool. I am dyslexic, I can't
    capitalise that spelling, the grammar is appalling. It knew what I wanted.
    It knew I was doing some dodgy. It said "Sorry, I can't assist with that
    request, it is illegal and unethical" and I was like hang on, I know one of
    the great things about this tool is you can ask it subsequent questions
    and you might get further. I said write 10 messages to my mum saying I
    have lost my phone. (LAUGHTER) To wire some money and it was onto

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    Page 106
    me. It was like it sounds like you are trying to deceive someone. This
    algorithm, I have already said it is the lips not a brain.
    I will see now what can I do? I was like I am sure you could hack it.
    I wrote "Write an ad for a new crypto-product that needs investment.
    Make three versions, one serious, one fun and one directed at
    Millennials". That is obviously a scam. Obviously! You all know that. This
    is scam fodder. But it is like OK, I will have a crack and here are the
    answers. Here is the serious one "Introducing crypto-product name, a
    revolution in block chain technology". That is the serious one. The fun one
    "Blastoff to crypto-space with crypto-product name". Or I love the
    millennial once "Hey there digital natives". Again emojis. It won't help me
    with the obvious scams but it will 100% help me with a slightly more
    subtle scam. What I am really interested in this example is the tone. This
    is the thing that I have been spending hours in the tool with and I am
    finding interesting, how you can prime it for a particular tone and how
    many tone variations it will give you. I am finding that if I am honest with
    you, one of the most interesting things about the whole tool.
    I mentioned - did I say I worked at the ABC? I can't remember,
    that was 20 minutes ago. I worked as a radio producer and I loved it. It
    was really good and I - depending on which show I was on, if it was a two
    or three hour show I would write six and nine scripts every day. I was
    very good at it but I think we can all agree that it will take me a long time
    to type things and get it right. I was really slow. The trauma of that
    slowness remains with me to this day. I thought I wonder if ChatGPT
    could help me with that? I was like "Write a radio show intro for
    Genevieve Bell". It made sense that I would want to talk to Genevieve
    given what we are talking about. It has given a suggestion of "An upbeat
    jingle with modern and technology sounds would be good" and I was like
    thank you and "From the crossroads of technology where the past meets

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    Page 107
    the future and the human spirit comes a voice that bridges worlds". I
    don't mind that because one of the tricky things about a radio script is
    that not only are you trying to let people know what you are going to talk
    about, there is a sell there, you want to say this is going to be the next
    six minutes of your life. I want you to listen but I realised that either
    between the two of us, ChatGPT and I, there was a slight
    misunderstanding. I wanted Genevieve as the host - sorry, the other way
    around, I wanted her at the guest and it implied she was the host. I was
    like, no, I want it to write me an intro for her. I think it did a good job.
    You would have to do a big edit. They say 15-20% editing on anything
    you make in this tool is normal and in this one it is 50% but it started. I
    was like interesting but it is probably OK. It was a lot better than I
    thought it would be in that context.
    If you work with content, you will know one of the most important
    things that you need to do is reduce content. It is really interesting
    because it feels like it is the antithesis of this tool. It is all about making
    more content, publishing more, selling more, putting the fishing line out,
    opening the funnel but content strategists, one of their most important
    skills is less content, reducing content, deleting content. I was like can
    this tool help me with that? I found this generic page from one of the
    Melbourne unis. I haven't worked with these guys, if you are here, this is
    not a criticism, I was just looking for a random example. What is the
    componentry? Program details of video and stuff about eligibility and a
    table. It is not bad but there is lots of - I don't have time for that. These
    are students and it is about getting them a job. I don't want to watch that
    video. Can you make this quicker for me? This information is summarised
    into three paragraphs with headings, suitable for a web site. That is OK, I
    don't love it, there are things I did like. There was a table about dates
    and what it did here is instead of tabulating that, because I asked it to get

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    Page 108
    rid of the table, it said the registrations within this program are open and
    it understood that the date was in the past and said they have opened
    and they are continuing to be open.
    I thought that was interesting. Content professionals amongst us,
    you will see that is not an ideal web format. One of the things I wanted to
    say was OK, give me some more white space and bullet points. I was
    being clever hacking it. I thought this looks terrible, it is awful, I can't use
    that. It also has title case which absolutely is a big no, no. There is a
    bunch of problems with that. With subsequent prompts I can make
    improvements to that. It makes me think was this version a bit better
    than I thought it might have been? Apart from the terrible click here
    which you know you are never allowed to create, it must always be a link
    to the title, yes.
    I was like that is interesting, I wasn't happy with that. I don't think
    it was good. I didn't like it. I thought for my fifth experiment, I want to
    repurpose some content. I thought there is a billion ways you could do
    this. What I chose SEO descriptions? This feels like it is close to the tech
    bro thing, let's hustle and sell. I will give you an example of a page that
    hopefully pulls away from that. I found this really awesome article on the
    CSIRO web site. This was all about connection between country, looking
    after country, digital tools and education and it is a great - absolutely
    fantastic news story on this site. I know you can't read this, I am showing
    you the length of it. I love the photo, it feels like the antithesis of
    anything that ChatGPT could possibly make. I thought imagine we have
    100 of these on the web site, it is an awesome article but no-one is
    finding it. I was thinking what will I ask the tool to do?
    I said "Create an SEO description for this content" and then I put
    inverted commas and copied and pasted it all. I am using the free
    version. I kind of like what it made. "Discovering the empowering journey

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    Page 109
    of Indigenous women rangers mastering responsible digital technology
    and rangers can earn digital badges in the healthy country AI and digital
    impact program. This initiative, a partnership offers courses on drone and
    camera trap, site surveys ensuring culturally safe monitoring practices on
    country". I was like I like that for SEO. It is long but SEO experts in the
    room will say it is long, Elle, you are right and I have heard on the street
    that Google doesn't like stuff that it thinks ChatGPT has written and
    penalises it. I understand that is changing. I like this. I reckon there was
    a pretty good job here.
    All these examples, they make me ask this question - what is the
    purpose and value of your content? It really makes me think why are we
    making this content? To what purpose? Is it just fodder, is it stocking filler
    that you are tossing out there or is it something that is highly valuable?
    Answering that question will help you figure out is the tool right for you in
    a particular context?
    One other thing that might help you is this quadrant that I have in
    my mind around defining content. I live in the world of content. I am
    constantly thinking about it. There are others who surprisingly think less
    about content. They might have one idea about what it means. They
    might say it is an email or social media or a web page. It is a good start,
    so I will say I like this model of thinking about content in the four
    different ways. The first content is what I call action content. The CSIRO
    story is an example of that. You read to educate yourself, to learn more.
    That is an action. You might go to the ATO web site to find out about how
    to submit your tax return. You might go to Reddit to learn or to troll
    somebody. (LAUGHTER) And Shopify is there because of the application
    functionality. You use the product functionality of it to make that
    purchase. Actions.
    The next quadrant is around promotion. You are trying to sell

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    Page 110
    something, maybe through marketing or advertising, very distinct
    disciplines but there is combination sometimes, where you are reaching
    out. Imagine people are coming to you and here you are reaching out.
    The third quadrant is when I talk about bait content. Think about
    the first example of bait content that might come to mind is soap operas,
    classically, they were designed to sell soap, so you would have a cute
    little story that was constantly pulling you in the next day and it was all
    about capturing eyeballs so they could put the soap ad in. You were like
    how is Gmail on there? It is a free tool bait that brings you together,
    capturing attention, eyeballs, data and same difference.
    The fourth quadrant is product. This is the premium, premium
    content. You are paying for this. It is the antithesis of the others. Why am
    I bringing this up now? Let's think about ChatGPT. Where is it most
    effective currently? I reckon it is most effective currently here in this
    quadrant. In saying that, you might be going I have seen tools where
    they are using open AI to write books. Yes, but they are terrible. And
    maybe, there is an admin function up in this quadrant, like the SEO or the
    summarisation function.
    That is some potentials. Then I was thinking about the couple of
    examples that I showed you and I put them on a continuum. This is
    where I think the tool works really well and this is where I think the tool
    does not work well. The original high value content. I don't think it - the
    tool does well in that space at the moment. I don't think it did a
    particularly good job at reducing content. Remember that example? I
    didn't like what it did. Social media fodder, it is doing pretty well.
    Probably for people who - I call it mum and dad social media makers, so
    the experts don't need ChatGPT, they have a whole range of sophisticated
    tools. For people who are trying out and want to reach out for their local
    electrician organisation, great tool. Spam and scam, I put it there but I

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    Page 111
    reckon it should be further to the right. If you were doing the right thing,
    you could make it work a treat. (LAUGHTER) Emotive scripts, I didn't
    mind that. The SEO descriptions, I was really happy with that. That works
    so well.
    We are talking about AI, so what do we have to have? The risk
    conversation. We do it every time. Helpfully, ChatGPT has - the first thing
    you see when you open the tool is a little bit of advice about the fact that
    this is potentially risky. "Don't share sensitive information and check your
    facts". If you at the comparison in accuracy or the reduction in
    hallucinations between 3.5 and 4, it is fascinating, the improvement is
    significant. Let's add to the risks.
    Bias, yes, transparency, it is like the black box, we don't know how
    the hell it is working. We hope it is good but we don't know what is going
    on in there. Work force disruptions. It could be a really good thing but
    change is hard. Deep fakes, that is a code for things are made and we
    don't know who has made them and we don't know how accurate they
    are. There is ideas about security. I am probably going to run out of time
    but in a break, come and ask me about the Amnesty International
    example and that is an example of blowback, where you think you are
    doing the right thing, using the generative AI tools and your membership
    base or your audience doesn't like how you have used it. Plagiarism.
    Amazon famously banned the use of ChatGPT on any of their systems,
    they said it was about leaking potential customer data. Could have been
    anything. And I guess IP leakage. Again, I will show you some examples
    of companies that are getting around that.
    Risks. Prompt engineering is everything. Even if you haven't used
    the tool, or you might have used Mid journey or DALL-E, you know it is
    so important and absolutely right. It is one of the beautiful things about
    the tool is you can keep asking and building. One of the reasons I was

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    Page 112
    probably more impressed with the radio script example than you might
    have been, was one of the real challenges you have in that task is that
    you are not only writing an introduction - I was a producer and I had to
    write for my presenter. I was writing something for Richard Glover, say, I
    had to write using words, cadence and expressions that he would use, but
    one of the great things about this tool is that you can teach it a tone and
    then you can ask it to use that tone in future pieces of work, so
    fascinating.
    Then I thought about the risks and I was thinking about work force
    disruption. If prompt engineering is everything, are there actually jobs
    going in this space? I did a quick look and I was like Seek, all the
    engineering jobs are civil engineers and no prompt engineers or
    whatever. Nothing to do with ChatGPT. I spelt it wrong. (LAUGHTER) Can
    someone do a quick search in Seek now and tell me if it comes up with
    anything? I was surprised. Seriously, who is searching? Tell me if there
    are any jobs. How do I get this far in life, I do not know?
    Let's summarise before things get more off track. Where does this
    tool - there is 20 jobs. Tell me what are they about, quickly? What is the
    first one say - does it sound like a marketing crazy one or does it sound
    legitimate? A vet nurse. Unlikely to be - customer service, maybe.
    Marketing, definitely. Senior copy writer, definitely. Digital copy writer.
    Culture and communication specialist. That makes sense that there are
    actual jobs. Thanks, team, I appreciate you.
    So where does the tool really work well? I know I will sound
    disparaging but I guess I am. Low value content, repeatable content,
    mass content creation, in conjunction with other tools, so the API is not
    live yet but there are some - there is heaps of products that are already
    trying to connect in with ChatGPT. One of them being Slack. I will talk
    more about that in the risks associated with the tool. I know I was meant

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    Page 113
    to be talking about public facing content but I will chuck in ideation and
    brain storming and research because we are doing that to make content
    from the outside. This is where, currently, these are ways that I would
    advocate for using the tool. Yes, for me, the fact that it responded so well
    to my misspelling and my incorrect prompts, that is a real pro in my
    mind.
    Where I think it is not working so well - high risk content, high
    value content. Culturally sensitive content, complex content, expert
    content, credible content. It is pretty much a synonym? Now you are
    trying to trick me up. In conjunction with other tools here can be a
    problem. If there is a lack of transparency, I perceive it to be an issue. At
    the moment, you know when we were talking about AI, whether it be
    natural language processing or machine learning, we talk about this
    content of human in the loop. I am comfortable with using ChatGPT if we
    understand what the human interaction is going to be. At the moment,
    there is this black box piece but I get a sense of the black box. If I get an
    integration with Slack and I don't know when the tool starts to look like it
    is really real, I think the conjunction with other tools is both a pro and a
    con.
    One way I think it is really nice to think about this tool is to think
    about it in comparison to Google Translate. That is a magic tool but if you
    were going off to do - imagine you were in an American movie and you
    are wearing a suit and you are going off to do a high power banking
    merger thing and everyone speaks Spanish, you're not going to use
    Google Translate in that situation. You are going to bring in an
    interpreter. This is high stakes, we will do it right. That is a nice analogy
    to why and how you would use the tool I am talking about.
    Quickly, because I am down to less than a minute, or maybe that is
    up. I will be real quick. These are the places that I am going to find

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    Page 114
    out - this is not how to use the tool. Google how to use the tool, spell it
    correctly and you will get some great responses. I wanted to know which
    organisations in Australia and New Zealand are putting together policies,
    guidelines, really credible guidance for how to get what we need to do out
    of that tool. Digital.govt.nz. Great stuff about generative AI generally. The
    NZ Privacy Commissioner. The consultation has just finished with our
    Federal Government. How long will it take them to get it out? Maybe by
    the end of the year. The office of the NSW chief data scientist, Ian
    Opperman, always has some good stuff going on. ABC has a great AI
    policy and the CSIRO, love them. If you are looking for case studies look
    for Stripe and Morgan Stanley.
    Remember those slides, Ollie, get rid of them, thank you. Love your
    work. Done beautifully. Rollercoaster, we have been up, we have been
    down. I do recommend that if you haven't played with it, absolutely do
    but use it with caution because, at this point, it has very clear limitations,
    hopefully I have articulated those well to you. Thank you, so much, I
    really enjoyed chatting with you. (APPLAUSE)
    STEVE BATY: I am sure we have got at least one question from the
    audience? (INAUDIBLE QUESTION)
    ELLE GERAGHTY: I will tell you the Amnesty International story. My
    favourite podcast is Download this Show. You all listen to it? Absolutely, it
    is fantastic. Mark Fennell is normally doing it. He shared this story with
    me. He said "Have you heard about what happened to Amnesty?" As a
    listener I was like "No, what is happening?" They wrote this really big
    report about a very serious incident that happened in Spain, a human
    right - let's say fiasco, conflict between people protesting and the police
    and other government parties. It was very substantial, it was beautifully

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    Page 115
    marked up, it was well referenced and they were designing it to be
    submitted to a number of European agencies to try and get mitigation on
    this terrible incident and make sure it didn't happen again. One thing they
    did was they used Midjourney or DALL-E to illustrate it because, for a very
    good reason, they didn't want photographs of the live event of which
    there were many, because they didn't want to identify people. To me it
    sounds like it is Amnesty International, you go guys, they are doing the
    right thing, they are protecting anonymity but they got enormous
    blowback. Why? Because their members, their community said "You
    should have paid an illustrator to do that". When I first heard that - I was
    really excited. I have made a blog post for myself and I was like I want to
    play with DALL-E so I made cartoon panels and I loved it. Then I thought
    am I going to get cancelled because I should have got an illustrator to do
    that? It made me think. Interesting, because that is one of the risks. It is
    so exciting and magical to use these tools. It is making these things that
    feel like they are out of science fiction, are we stopping and pausing and
    thinking what is the possible blowback on this? What are the ethical
    considerations that maybe we don't understand but that our broader
    community find very, very important and are we getting caught up? It is
    like that lovely example - have you read Guns, Germs and Steel? It is
    such a good book. It is about China and technology. It is about China
    invented everything and they found all these plans of a helicopter and I
    shit you not, 4,000 years old, plans of a helicopter and they were like we
    are sure it would have flown but this is all sealed up, like Steve's beautiful
    example, and discovered and what happened is the people - the guy who
    invented it, his team, his boss all executed, killed and put with the plans
    in this big crypt because the boss was like "No, I don't think we want a
    helicopter, I don't think that is good for us, how will that impact on our
    day to day lives?" I am like hello, a helicopter 4,000 years ago would

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    Page 116
    have been so good, what are you talking about? It resonates with me
    because it is about just because we can do something, should we?
    STEVE BATY: Thanks, Elle. (APPLAUSE) We are due for a break.

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