Is the AI-powered ChatGPT tool any good at writing B2B articles about technology topics?

To find out, Midas Touch Consultants had ChatGPT write 50 articles based on outlines. The pieces spanned different types (listicles, how-tos, etc.) and levels of difficulty (moderately to highly technical). The researchers measured success by how many hours a human had to spend on each AI-generated piece to make it clear, correct, and in-line with the brand voice.

An infographic (below) summarizes key findings from the work (see the full study here).

Broadly, the researchers found that all the AI-generated articles needed a fair amount of editing/rewriting by a human.

ChatGPT was most successful (needed the least human intervention) with pieces that were moderately technical and that tackled questions such as: "What is…?". It was least successful with highly technical pieces and those that required a journalistic approach.

Check out the infographic:

Results of ChatGPT technology writing test infographic 

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji