Remember when 'the cloud' was just something that blocked the sun on beach days? The digital age has blessed us with tools and technologies that, a decade ago, we might have considered borderline magic.

Yet, with great power comes great responsibility. Generative bots, like ChatGPT, possess immense capabilities but need a human touch to guide them. Handled without care, their output can feel overwhelming and chaotic. But, when wielded with purpose, they become a vehicle for creativity and efficiency.

As the Social Media Manager at Attain, I've seen my fair share of digital transformations. Algorithms have become my new boss, and platforms are the shifting sand beneath our feet. But nothing has shaken my world quite like ChatGPT, my formidable ally. If I’m Jack Sparrow, ChatGPT is my Gibbs.

While my new digital best friend excels in content creation, sometimes it's a tad... let's say, "contextually challenged."

And that's where the magic happens because that's where I step in. Because no matter how sophisticated our tools become, they still need a human touch to truly grasp the nuances, the emotions, and the subtleties that make content genuinely resonate.

Here's how this fusion of human intuition and AI intelligence has reshaped my role:

1. Chat GPT: More Than Just a Tool

While some fear AI taking over jobs, my experience with ChatGPT has been more collaborative than combative. Remember Batman and  Robin? Sherlock and Watson? Steak and Cheese? That's how I like to think of my dynamic with ChatGPT.

While it's true that ChatGPT comes loaded with all sorts of digital acumen, it doesn't have that hard-to-define ‘human touch’. You know, the gut feelings, the intuition, the spontaneous bouts of creativity that emerge after one too many… espressos.

The result? A collaboration where 1+1 doesn't equal 2 but more like 3 or 4. Our synergy has produced results that neither of us could achieve alone.

2. A Revitalised Approach to Content

In today's digital age, there's an overwhelming amount of information available. Previously, I found myself aimlessly scrolling through a vast array of content without truly appreciating any of it. However, with the help of ChatGPT, I've been able to refine my approach.

Instead of passively consuming whatever I come across, I now carefully select and engage with content. ChatGPT has guided me to focus on quality over quantity. 
As a result, I don’t just read posts and articles anymore. I actively analyse them, question their narratives, and seek meaningful connections between different pieces of information.

3. Embracing the Unexpected

We often typecast AI into the role of 'Mr. Logical,' a straight-shooting, no-nonsense entity. And for the most part, we're not wrong. Yet we know we often find the most magic in life's unexpected moments. Similarly, some of ChatGPT's greatest hits come from its off-the-cuff, seemingly out-of-left-field responses.

For example, requesting a poem about sunsets as part of a tech campaign brainstorm might seem odd, but the results can be surprisingly insightful. These unpredictable responses have opened up new avenues of creativity, showing that sometimes unconventional approaches yield the best outcomes.

4. Efficiency, Not Just Speed

Today, there's a strong emphasis on working quickly. However, speed isn't always synonymous with quality.

While I haven't necessarily become faster in my tasks with ChatGPT, the depth and quality of my work have improved.

The point is, it's not about getting from A to B in record time. It's about exploring the space in between, extracting every ounce of value. In that sense, ChatGPT hasn't just sped up my journey—it's enriched it, allowing me to indulge more in the creative process.

5. Crafting Detailed Audience Personas

In the world of social media, understanding your audience isn't just beneficial—it's mission-critical.

Using ChatGPT means moving away from general assumptions to more accurate, specific audience understanding. This results in content that not only reaches the audience but also has a meaningful impact, ensuring it's both noticed and remembered.


In this ever-evolving digital landscape, we're often chasing the next big thing, the innovation that promises to change the game. But it's crucial to remember that it's not the technology itself, but in our approach to wielding it.

Chat GPT has been more than just a tool; it's been a co-creator a fellow explorer in content creation. Together, we're navigating social media, discovering new horizons and creating stories that resonate.


Jack McPherson

Written by:
Jack McPherson

AI Content Creator & Social Media Manager at Attain