Understanding the Limitations of ChatGPT for Businesses

Written By Jennifer Milburn

Generative AI tools like ChatGPT have transformed how we approach content creation. They can generate drafts quickly, assist with basic business communications, and provide helpful brainstorming support. However, when it comes to crafting legally protected, and strategically effective copy, ChatGPT has significant limitations.

For businesses, understanding these challenges is crucial to making informed decisions about when and how to use AI in your workflows.

The Copyright Dilemma with AI-Generated Content

One of the most critical issues with ChatGPT-generated content is its copyright status—or lack thereof. Under current copyright laws, content must be created by a human to qualify for protection. Since generative AI like ChatGPT lack human authorship, the generated copy cannot be copyrighted.

This presents several risks:

  • No Legal Ownership: Businesses cannot claim exclusive rights to AI-generated text. This means competitors could potentially use the same or similar content without legal repercussions.

  • Plagiarism Concerns: While ChatGPT does not deliberately copy content, it is trained on publicly available content. As a result, it may ideas or words from existing work which could land users in legal hot water.

Creativity: The Human Advantage

ChatGPT excels at generating content based on patterns and data, but it is neither original or creative. It’s not human! The generated content often lacks the creativity needed for businesses to stand out.

Here’s why this matters:

  • Lack of Original Ideas: AI lacks the ability to innovate. It cannot be creative because it is a computer. But businesses are selling to human beings, who are inspired by creativity.

  • Missing Emotional Connection: Great copy resonates because it understands and appeals to human emotions. Even the best trained generative AI cannot create copy that connects with audiences.

  • Context and Nuance: AI lacks the ability to understand cultural or emotional context. The best case scenario is jokes land flat or feel off brand. The worst case scenario is it creates something that is insensitive and lands on this week’s cancel list.

True creativity—rooted in human experience, intuition, and storytelling—remains firmly in the domain of professional writers.

When and How to Use ChatGPT Effectively

While ChatGPT has limitations, it can still be a valuable tool when used appropriately. Here are some scenarios where AI can complement human expertise:

  • Repetitive Tasks: Tasks like formatting, rephrasing, or creating short summaries can be efficiently handled by AI. This can save time and patience.

  • Business Communication: We all have at least one work friend who is great at their job but ruffles feathers - intentionally or unintentionally - in their communications. AI does well at rephrasing some of these communications to be more diplomatic.

The Bottom Line

ChatGPT is a game changing tool in the business world. However, its limitations—particularly around copyright, creativity, and strategy—mean it cannot replace humans. A balanced approach that combines AI assistance with human expertise is the most effective solution.

By understanding where ChatGPT excels and where it falls short, businesses can make better decisions about integrating AI into their processes—while ensuring they meet the standards their clients expect.

Jennifer Milburn