CHATGPT IS NOT YOUR FRIEND

Why You Shouldn’t Use AI to Judge Your Work

“Can you just run this through ChatGPT and see which headline performs better?”

This is what a client asked me this week.

A client who had sent over his own headline options for a campaign launching this week. When I reviewed them, I realised they were grammatically off, overly long, and lacked the punch needed for modern digital platforms. So I did what any responsible creative partner would do… I rewrote them, refined them, and honoured the intent behind his original lines whilst elevating them to a level worthy of the campaign.

But instead of trusting the expertise he hired us for, he decided to put his version and my version into ChatGPT for what he proudly called a “copy test.”

And honestly… I was shocked.

Not because he used AI. We use AI every day.
But because he assumed an AI tool could be an unbiased judge of two pieces of creative writing. He trusted a robot over a team with over 70 years of collective experience.

Here’s the truth most people don’t realise: ChatGPT is not a neutral validator. It mirrors the user and adapts to your tone, preferences, biases, and prompts. It will always lean toward reinforcing what you suggest or want to hear.

So when clients use AI to “test” creative copy, they aren’t comparing quality. They’re comparing their own bias that is reflected back at them by a robot. It’s really painful to watch.

And this is the real irk of my story today. As I continue to discuss the business of creativity and the art of being creative with A.I. Tools, the more Im beginning to see many people- creatives and clients give their creative sovereignty away to a machine. They confuse AI as a creative authority, when in reality, it’s just a creative assistant... It doesn’t replace judgement or understand cultural nuance. It cannot grasp tone, intention, or emotional resonance the way a trained creative team or professional does.

AI TOOLS LIKE CHATGPT ARE BUILT TO ALIGN WITH THE USER’S INPUT, MEANING THEY CAN REINFORCE PERSONAL BIAS RATHER THAN PROVIDE AN OBJECTIVE OR EXPERT CREATIVE ASSESSMENT.

That is exactly why relying on AI to validate your creative team’s work is risky. You campaign doesn’t succeed because a machine said the copy “sounds good.” It succeeds, because they’re created and designed by experts who understand brand psychology, audience behaviour, cultural nuance, platform dynamics, and the full ecosystem your message needs to live in.