GPT-based CoWrite Writer handles content ‘hard work’ and leaves creativity to the people

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Writer is an AI-powered tool to validate and guide content creators in organizations where voice and branding are important. Its new CoWrite feature does just that – but don’t worry, it’s not quite the content apocalypse we were worried about.

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CoWrite is the latest in a new wave of tools use large language models like GPT-3, but change them using “fine-tuning” – a common expression, but with a special meaning in the world of machine learning. Essentially, this means giving a large generic model of a particular set of content to mimic more exactly than the rest of the language it understands – it’s a bit like how an image creation model needs to create an image in a certain style, supplying it with examples.

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The Writer tools already do this to a certain extent, using style guides and other data. provide real-time style checking service: “use this preferred word instead” or “use active voice in headings”, depending on what your organization likes.

But as founder and CEO May Habib explained, organizations with a strong brand presence are underwater.

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“The number of channels they need to be on all the time is just skyrocketing. No matter how big the team is, they can’t keep up,” she said.

Writer’s solution is to use a finely tuned GPT-3 model to directly create the content in question, but with the understanding that it’s very human in a cycle. Although Khabib prefers the term “content automation” rather than “generated content”, since the latter has a negative connotation.

“The most important thing is done by people,” she stressed. “When you write a newsletter, half of it is a chore, right? It’s about freeing up these people to do the most creative part of their work, campaigns, strategies to get attention by putting in place what works. This is for seasoned, seasoned content teams trying to do more.”

I don’t know anything about the newsletter as I leave this monotonous work to my colleagues, but it’s true that any letter has a lot of routine work that can be kept to a minimum if you work with the existing structure. Even a rough sketch helps, but the problem is that someone has to do the sketch – again a tedious job.

CoWrite is not designed to just release the final copy, although GPT-3 with a little tweaking could probably do it, depending on your expectations. In this case, it’s more about creating a believable blog post or newsletter that the content team can look at and say “something like that, but you actually wrote it.”

Animation showing how you can write a blog post using CoWrite.

There are others working in this area – in fact, it would be more accurate to say that almost every large company working with large language models is at least studying it. But Habib said it’s not just about capability, it’s about integrating it with existing workflows in companies where content is a major factor.

“Most of the people we talk to have access to the GPT-3 API, so it’s not the first time they’ve heard about it. They played with calls to the models themselves,” she said. “The difference for Writer is that this app is for happy people; it is integrated with their style guide, accepting their brand recommendations, branding tools, taxonomy. The interface is already there: we are talking about three clicks from preparing headlines to generating them. Nobody is doing it now.”

While this may be reminiscent of the “crappy ad-filled dystopian future” we’re all afraid of because of language generators going berserk, Habib thinks it’s closer to the start of robotic process automation. The most likely outcome, as with automation in general, is that “dirty, dangerous, and boring” work will be left behind, which in the world of content is like putting together a bulleted plan for a weekly newsletter – dangerous, no. but definitely stupid.

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