6 "Slop-Free" Ways to Use ChatGPT and Win in Marketing
Do you remember the first time you used ChatGPT? 🤯
You asked it to do something (aka prompt), and it gave you a response in seconds.
It blew your mind with the speed.
Woah, that was lightning-fast!
It blew your mind with the output.
Woah, that's that's actually pretty good!
Then, you had an eye-widening realization that you would get so much more done.
And you likely have.
ChatGPT has helped me to ideate, brainstorm, name products and packages, and find data and helpful resources.
Hemingway has helped me become a better writer.
But now, that buzz is wearing off a bit as I read headlines like this.
"The Risks of AI-Generated Content"
"When AI poisons AI"
"The Internet's AI slop problem is only going to get worse."
and my personal favourite - "AI Slop is Curing my Internet Addiction."
Have you heard about AI slop?
"Slop" refers to low-quality content like images and writing created using AI.
Today, inboxes, social feeds, and websites are flooded with AI slop - it's being called digital pollution.
Why is AI Slop a problem?
Here’s why AI-generated content can hurt more than help.
Generic, unoriginal content
An overload of similar, uninsightful, bland, and boring content.
It erodes readers' trust
AI tends to use similar phrases and structures. It definitely overuses adjectives.
This can make your content sound “AI-generated,” which readers quickly pick up on.
Lack of Your Voice
Your brand’s “secret sauce”—its unique perspective and stories get diluted.
AI can’t replicate your experiences or the emotions that connect with guests.
Mirror Effect: AI draws from existing web content, reflecting what’s already out there.
It’s like looking into an endless mirror—repeating, not innovating.
Guests are looking for real connections and unique stories.
Google is looking for unique content with a human touch and penalizing AI slop.
Your content is an extension of your hotel’s brand and guest experience.
If it feels generic, your brand can too.
If your brand feels generic, they will ignore it.
Am I saying you need to go back to pre-ChatGPT life?
Nope, not a chance.
Keep using ChatGPT. I'm all for it, with one condition.
You remember this.
Obsess about the guest.
Yes, I always say it, and it applies here too.
Give guests what they want.
They want you to help them.
Help them plan their family vacation, honeymoon, or group event.
You do this with helpful content that expresses your brand's uniqueness and guest experience.
Here is how.
6 "slop-free" ways to use ChatGPT and win in marketing.
Your content needs to give your audience something genuinely valuable.
Think of ChatGPT and AI as your helpful assistant.
Use it to get 80% of your content completed.
The last 20% needs to come from you.
Your brand's personality, insights, and touch make your content stand out and unignorable.
Here’s how to make it work for you:
Add specific details
Before posting, ask, “Could my reader find this information elsewhere?”
or "could my competitors copy and paste this to their website?"
If yes, add specific details that only you can offer.
Add Your Personality
Use AI to draft ideas, then add your personal touch.
Share real guest stories, staff anecdotes, or unique insights. These are irreplaceable.
Get On Video
Video is booming. People trust it more than AI-written slop.
Replace some written content with videos talking about your hotel or amenities.
Share property tours, chat with guests on camera, or go live on social media.
Seeing a human face builds an emotional connection.
Never Copy & Paste
Go deeper into the content by asking your unique thoughts on this.
Share your unique perspective to add that extra value.
Clear over Clever AI comes up with some pretty clever little phrases.
Posting that as a caption or in a blog article may be tempting.
Remember that clear always wins over clever.
Leverage AI for Routine Tasks: Use AI for repetitive tasks like drafting social captions.
But, always refine critical messages with a personal touch or your brand's voice.
Speed and convenience are tempting shortcuts.
Your brand's voice and uniqueness are worth far more than a quick AI-generated post.
Let everyone else be part of the AI slop while you win more bookings by standing out.
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