We Hate ChatGPT

& How You Can Actually Use It Without Ruining Your Brand

Written by Emma Haynes

Hot take alert!

Let’s be honest: we’ve all seen it. That robotic, soulless, and totally off-brand content that screams “I used ChatGPT.” And guess what? We hate it. Sure, AI tools like ChatGPT can be super useful, but when they’re used without thought or personality, they can actually hurt your brand more than help it.

We get it, AI’s everywhere these days, and yeah, it has its perks. But when it’s used as a lazy shortcut (just copy/pasting some bland, generic text) it’s a disaster waiting to happen.

The Problem:

AI-generated content often feels disconnected from your brand’s voice and completely impersonal. It’s like reading a script that has all the right words but no heart. And when your followers see that, they can feel it.

Why AI Content Stinks

No personality, just filler words: Let’s face it, AI doesn’t know your vibe. It churns out text that sounds like it’s trying too hard and ends up sounding like a poorly scripted robot instead of your quirky, fun, or professional brand.
It doesn’t know your audience, tone, or brand goals: ChatGPT can generate text, but it’s not psychic. It won’t understand your audience unless you put in the effort to teach it. If you just hit “generate” and leave it at that, you risk your content feeling off-target.
Copy/paste captions make your brand look out of touch and lazy: When your audience catches on that you’re reusing generic AI text, you’ll lose their trust. People can tell when something isn’t authentic, and a lazy caption can make your brand seem like it doesn’t care.
It hurts trust and engagement: If your captions feel forced or robotic, people will tune out. Engagement drops when your posts feel disingenuous, and trust can be easily broken.

Dead Giveaways You Used ChatGPT Wrong

Let’s talk about some obvious signs you’ve been a little too dependent on AI. If you’re guilty of any of these, it might be time to rethink your strategy:

The dreaded dash — like this — everywhere. ChatGPT loves its dashes. Too bad no one talks like that in real life.
Random, out-of-place emojis: You know, the ones that don’t match your brand vibe. It’s like throwing a pizza emoji in a luxury skincare post, it just doesn’t work.
Buzzwords no one actually says in real life: You’ve seen it: “game-changing,” “innovative,” “disruptive.” Sure, they sound good, but they don’t resonate with people.
Captions that sound like a motivational Pinterest board: AI’s attempt at being inspirational often ends up sounding like it was written by an overly-optimistic robot. “You’ve got this!” “Chase your dreams!” , no thank you!

If You’re Going to Use ChatGPT, Use It Right

Okay, so ChatGPT isn’t evil, it’s just a tool. But if you’re going to use it, here’s how to actually get some value from it:

Train it on your brand: If you want ChatGPT to sound like your brand, you need to teach it. Feed it past posts, emails, or anything that shows your brand’s personality and tone. The more context you give it, the better the results.
Start with a strong prompt: Don’t just say, “Write a caption.” Be specific. Tell it what the caption’s for, how you want it to make people feel, and what goal you’re trying to achieve.
Edit like your brand depends on it: ChatGPT can give you a rough draft, but it’s up to you to polish it. Swap out words, trim the fluff, and add your own personal slang. Make it sound like you, not a robot.
Use it for IDEAS, NOT final products: Think of ChatGPT as a brainstorming partner. Use it to get your creative juices flowing, generate caption starters, or come up with fresh content pillars. Don’t rely on it for your final product.
Use it when you’re stuck, not when you’re lazy: ChatGPT is perfect for times when you’re in a creative slump. But if you’re just trying to take the easy way out, it’s not going to help you build a strong, authentic brand.

ChatGPT is a Tool, Not a Crutch

Remember, your brand’s voice is what makes it stand out in a sea of competitors. Don’t dull it with generic filler. People follow people, not perfectly phrased robots. If you use ChatGPT, make sure it enhances your creativity, not replaces it.

So, if you need help developing your brand’s voice (and avoiding the cringe), you know where to find us. Ditch the generic captions and start creating content that actually sounds like you. Your followers will thank you for it.