While ChatGPT can offer up the occasional great turn of phrase, it struggles to reliably deliver exceptional copy. Left to its own devices, it generally churns out formulaic, high school-style English (see: meta descriptions), rather than anything that’s likely to entice people to read more.
It’s impressive that a computer can write like this at all—but that isn’t reason enough to just publish what it writes without a bit of editing. ChatGPT is at its best when you ask for multiple options and tweak things yourself, rather than treating it as a hands-off marketing tool.
