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"ChatGPT is Bullshit": New Research Reveals Why AI Content Is Failing Your Business

University of Glasgow Study Exposes Fundamental Flaws in AI Writing Tools


 

Recent research from the University of Glasgow has delivered a devastating critique of AI writing tools like ChatGPT – one that every business owner and content creator needs to understand. Their conclusion? AI content isn't just occasionally inaccurate – it's fundamentally "bullshit" by design.

Understanding the Research

The researchers make a crucial distinction between different types of inaccurate information:

  • Lies: Deliberate attempts to deceive with false information
  • Hallucinations: Misperceptions or mistakes based on faulty input
  • Bullshit: Content produced with complete indifference to truth

The key finding? AI writing tools aren't lying or hallucinating – they're bullshitting. They're designed to produce convincing-sounding text without any regard for whether it's true or false.

Why AI's BS Problem Can't Be Fixed

The research exposes several critical issues with AI content generation that may be nigh impossible to fix:

1. It's Built Into The Architecture

AI language models work by predicting what words should come next based on statistical patterns in their training data. They're optimized for producing human-like text, not for conveying accurate information. As the researchers note, "Their primary goal, insofar as they have one, is to produce text which is indistinguishable from the text produced by humans."

2. Adding Sources Doesn't Help

Many have suggested connecting AI to search engines or databases to improve accuracy. But the research shows this doesn't work because:

  • The AI may misinterpret the database information
  • It continues to generate plausible-sounding but false details around the facts
  • The fundamental "bullshit generation" approach remains unchanged

3. The Creativity-Accuracy Tradeoff

The more creative and engaging the AI content sounds, the more likely it is to contain fabrications. The researchers found that increasing the AI's "temperature" (creativity) setting makes it "both seem more creative and more likely to produce falsehoods."

Real-World Consequences

The paper cites alarming examples:

  • A lawyer who submitted AI-generated legal citations that turned out to be completely fictional
  • Researchers who found AI confidently citing non-existent academic papers
  • AI systems that, when 'questioned' about their false claims, generate even more elaborate fabrications to support them

What This Means for Your Business

Consider the implications for your content strategy:

Reputation Risks

  • Publishing false information can destroy your credibility as a trusted, reputable source
  • AI's confident tone makes errors harder to spot
  • Corrections can't undo damage to trust

Legal Exposure

  • AI can, and does, fabricate statistics, studies, and sources
  • False claims could lead to liability issues
  • No accountability from AI providers

SEO Vulnerability

  • Search engines are getting better at detecting AI content
  • Google's helpful content update targets low-value automated content
  • AI plagiarism concerns are rising

The Human Writer Advantage

This research reinforces why professional human writers are more valuable than ever:

1. Truth-Focused Creation

  • Genuine research and fact-checking
  • Real expertise and understanding
  • Ability to verify and validate claims

2. Strategic Thinking

  • Understanding business goals
  • Target audience awareness
  • Brand voice consistency

3. Original Insights

  • Authentic perspective
  • Industry experience
  • Creative problem-solving

4. Accountability

  • Professional reputation
  • Quality guarantees
  • Direct communication
The evidence is pretty clear: AI writing tools are fundamentally flawed when it comes to producing truthful, reliable content. While they might save money in the short term, the long-term risks to your business are substantial.

Let's Create Content That Matters

I've spent over 15 years helping businesses cut through the noise with authentic, accurate content that drives real results. After reading this research, I'm more convinced than ever that genuine human expertise is irreplaceable.

Here's what I bring to your content:

Deep research and fact-checking (no made-up sources here!)
Strategic thinking aligned with your specific goals
A genuine voice that connects with your audience
Real accountability - I stand behind every word I write

Ready to Talk?

Whether you need blog posts, website copy, social media content, or something else entirely, I'd love to chat about how we can make your content stand out (for all the right reasons).

Drop me a line here and let's create something real together!

Post based on research from: Hicks, M.T., Humphries, J., & Slater, J. (2024). ChatGPT is bullshit. Ethics and Information Technology, 26:38

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Location: Philadelphia, PA, USA

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