Artificial Intelligence - the Benefits and Challenges of Using It by Juliet Young and Paula Kruger

AI has been designed to process enormous amounts of data, recognize patterns, and make decisions and judgements like humans. Siri and Alexa are examples of AI.

The most common AI programme relevant to small to medium businesses is ChatGPT (Generative Pre-Training Transformer), the free and first version of AI in common use. The ChatGPT App can write, well, almost anything you ask it.

First things first – where do ChatGPT or other AI platforms get their information?

It seems like magic. You’re a real estate agent and you ask ChatGPT to write a blog on top tips for selling a home. Within seconds it delivers a short essay covering several topics. So where did that come from? AI gathers all its information from its users. But let’s look closely at the copy – there are terms we don’t use in New Zealand and even some processes or regulations that aren’t relevant here.

With most users being based in the United States, the terminology, regulations, and laws for any industry are commonly based on US documentation. This means the information generated by AI is often incorrect or not relevant for your Kiwi audience.

To counter this, be specific when asking an AI platform to write you something. For example, state you are a Wellington, New Zealand real estate agent, and be prepared to set aside time for editing the copy to connect with your intended audience.

How to use AI

When you are struggling to put the words together AI can help. It is definitely good for tackling ‘writer’s block’! AI can generate blog ideas or write communications that require some thought. It is best used as a support to your own research rather than as verbatim copy. Here are a couple of quick examples of how to instruct AI:

  • I am a mortgage advisor based in Auckland in New Zealand.  Write me a blog for potential new clients that gives the top tips for getting mortgage approval in New Zealand.
  • I am a builder/plumber/electrician in Wellington, New Zealand. Write me a 5-minute talk about how to plan a home renovation.

From the copy it provides, you can give more detailed instructions to refine what you need or edit the copy yourself using your own expertise and research. For example, with the trade copy you are likely to have better knowledge or find better sources to discuss a topic like the building consent process and add YOUR expertise to the 5-minute talk AI provided.

The pitfalls

Don’t use AI platforms to generate legal documentation such as terms and conditions or employment agreements. For reliable information based on New Zealand laws and regulations use government websites and take professional advice.

Google seeks to publish authentic information and can detect AI in websites. It will rank copy it suspects is AI poorly. Note also that if you use AI platforms to write website pages it will be duplicating copy from other similar businesses to yours, which also confuses Google and results in poor ranking.

The future and AI

There are now several large AI developers providing subscription platforms with sophisticated technologies to support big business to reach their audiences. Industry commentators expect further leaps in AI capabilities and more boundaries to be challenged in 2024, including integrative technologies in interactions with digital assistants.

For more information about how Juliet supports her copywriting clients, email her at, and for information about Paula’s website design expertise, get in touch at  Juliet and Paula regularly collaborate and have produced over 35 websites together.