Dear ChatGPT,
We’re breaking up with you, and it’s not us, it’s you.
When we first teamed up, we were obsessed. You were shiny and new, like an intern that never slept or called in sick. You were our brainstorm buddy who never ran out of ideas. We told our parents about you. We made excuses for your clunky phrasing, your usage of the em-dash even though we’re British, and the fact you sometimes make things up. We believed in you GPT. We believed in your potential. But here’s the thing… we’ve changed.
We’ve done some soul searching and we’ve realised you’re not the creative genius we first thought. You can write words, but you can’t feel them. You can write a sentence, but you don’t know when to break the rules for impact, or sometimes just for funsies. You’ve got the data, but you’ve not got the guts to match. No instinct. No late night lightbulb moments.
When we gave you more to do, the good stuff, the meaty stuff, the high stakes stuff.. You didn’t deliver. The copy was clean, yeah. But it wasn’t brave. The tone? Generic. The idea? Surface level. The spark? Gone without a trace.
You can write. But you don’t know.
You don’t know the context behind the 347.5 rounds of feedback. You don’t know our client hates the word “hack.” You don’t know that we’ve been strategising with them for months trying to be braver and bolder. You don’t care that we’ve created a brand voice with the right amount of sass that stakeholders don’t get nervous. You don’t have creative intuition. You just don’t understand vibes. Or what it is to be human.
We gave you real problems, and you gave us beige. You gave us all the spice of a Nando’s lemon and herb.
You’re still handy with a summary, and you rewrite notes like a queen. You save us so much time on admin and for that, we love you.
But when it comes to marketing? The insight driven, flavour packed, scrolling stopping stuff that makes people feel something? That’s for the humans.
We’ll keep you in the toolbox, maybe even in the bookmarks bar. You’ve got a role, but you’re not leading the pitch. You’re not in the meeting rooms. You’re not building connections. That takes humans. Guts. Empathy. Lived experience.
Sorry babes, that’s outside of your pay grade.
Lots of love, The Team at Freshbat x
