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Artificial intelligence is getting better at copywriting. How to distinguish its work from that created by humans?

Naďa Černá Free time
Translated by Nina Ďurčová
Dostupné v slovenskom jazyku Slovenská verzia Poslať

Artificial intelligence (AI) can simplify many processes. Even writing articles, essays or various other texts. These have become increasingly difficult to distinguish from human-written texts in recent months. What are the biggest differences between AI and human-written articles, and what to look out for?

umelá inteligencia a písanie textov

AI tools are available

Texts from AI are no longer a novelty these days. Many experts have been arguing about this topic for several years. While some are in favour and see many advantages in this direction, others warn of various risks. However, AI started to be talked about more in connection with texts especially at the end of 2022, when OpenAI launched the powerful chatbot ChatGPT.

ChatGPT is a free tool that is available to absolutely every internet user. Its strength is that it can draw a lot of information from a variety of sources, which it can use to create articles, poems, essays or even song lyrics.

Using ChatGPT is very easy. Once you turn it on, just type in whatever language you need to in the tool, and within minutes you have the result. Unlike other tools that use artificial intelligence to write texts, ChatGPT achieves a high level of creation.

This is confirmed by Professor Darren Hick, who said he discovered one of his students using ChatGPT to write an essay. "The problem was that my student was writing about a philosopher in a way that I would not have expected from my class. Other than that, the text was very well written. Essays that are plagiarized are not like that. They often change the way they phrase the text (tone of voice) and have an incorrect or mistaken structure," he said.

There are several solutions

ChatGPT has caught the attention of many, especially because of the high-level texts it produces. However, there are others available that can write a text or provide an idea for an interesting topic. Some are even dedicated to a specific area only. These include, for example, Writesonic, which is mainly for writing marketing texts and product descriptions.

In addition, it can also provide an interesting idea for a blog article. Another example is MarketMuse, which can help with the creation of marketing content by showing users which keywords they should target. Among the very universal helpers is CopyAI, which contains more than 70 templates for different purposes. It can create high-quality content that users can use to create articles, essays, blogs, advertisements or social media texts.

Most of these tools are freely available and users do not have to pay for it. However, some tools also provide a subscription with various additional services, such as grammar checking or the possibility of linking to Google Documents.  

Not everything is true

Artificial intelligence may provide good text, but not everything it writes is true. Experts warn that such a programme can be misused by some groups to spread realistic-sounding fake news and hoaxes. Not to mention that the ChatGPT software has raised widespread concerns related to ethical issues. A program available in this way may encourage students to cheat when writing essays and term papers or other works.

How to distinguish the author?  

Artificial intelligence can help editors, writers, composers or students when they have a block and do not know how to move forward with a text. On the other hand, it brings several risks, such as the spread of hoaxes. That is why it is important to know how to tell the difference between a text created by artificial intelligence and one written by a human.

Another weakness of artificial intelligence, and more specifically of the ChatGPT tool, is that it only uses information that was available in 2021 and early 2022. This means that it will not be able to write an article about the latest events that happened a few hours or days ago. However, this may not be a problem for absolutely all tools. In fact, each works differently and some can even provide new information about events from recent weeks.

Clearly, something is not right

Another way to tell if the author of a text has used ChatGPT is to use the GPTZero tool. This was started by university student Edward Tian. However, the tool is in its beginning and does not quite work one hundred percent, with some experts saying it never will.

"There is no magic solution to detect artificial intelligence. The better these tools get, the harder they will be to detect," says Irene Solaiman of artificial intelligence startup Hugging Face.

Daphne Ippolito, a senior researcher at Google Brain, says that whether an author has used artificial intelligence to create text can currently be detected without various programs. After all, artificial intelligence is not yet so flawless that we do not realize when we read it that something is not right.

“If you have enough text, a simple 'clue' is the word 'it', which is all too common in AI texts," he says. Text-generating tools work by predicting the next word in a sentence, using simpler and common words rather than rare and difficult ones.

AI makes fewer typos

In 2019, Daphne Ippolito led a study on determining which text was written by a human and which by artificial intelligence. Interestingly, the text from the AI containing a number of demonstrative pronouns, such as "it" or "that," was written by a human, according to the participants in the experiment. The result, however, was not a surprise to her.

“Text written by humans is often full of typos, is highly variable, and includes a variety of styles and slang, whereas text from AI tools rarely contains typos," he adds.

Watermarks could help

In today's fast-paced age, it is almost impossible for the average reader to recognize whether the text was written by an artificial intelligence or a human. That's why OpenAI, the company that created ChatGPT, is working on so-called watermarks. These should help to distinguish text written by artificial intelligence from other human-written text. In practice, this should look like when the system generates a text, it will automatically insert information about where the text came from.

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