Recently, OpenAI launched a new version of their chat bot that can allegedly generate natural content. Marketers are always looking for a quick and easy fix with automation and, while you cannot produce effective, interesting communication this use of AI in content generation has raised questions once again.

How good can the results be? How useful is it as a starting point for writing? And what about the ethics? We decided to test it out on our blog here.

While there is clearly progress, it should be considered a tool companion and not an alternative that will do all the work for you.