When my colleague Patrick Kulp and I created Adweek's Super Bowl Bot (I'm sorry, I mean Adweek's award-winning Super Bowl Bot) late last year, we were hoping to highlight some of the highs and lows of where AI copywriting stood. 

The ad concepts we generated via the bot were often surreal to the point of being unintentionally hilarious, but sometimes—if I'm being honest—it was a bit of an uncomfortable laugh.

That's because the AI bot's writing was generally, actually pretty...good? Sure, it made some strange and unnerving connections that a human wouldn't make, but the structure of its ad pitches really wasn't that far off from what a human might create (perhaps with a bit of Google Translate thrown into the mix).

Our Super Bowl Bot was built on a content-generating platform called GPT-2, an AI tool so eerily effective at writing, it almost wasn't released to the world. 

Well guess what? Now GPT-3 is on its way.

And GPT-3 won't just be slightly powerful than its predecessor. Out of the box, it will be trained on a dataset 100 times  larger than what GPT-2 used to create content. The writing to come out of GPT-3 is likely to be more nuanced, more believable and far more quickly educated about specific topics.

This is great news if you're looking for ways to bulk-create content on specific topics (allowing you to focus on editing more than writing, say), but it's more than a tad freaky if you're worried about the potential for scammers and political instigators to create lifelike content and conversations in hopes of fooling the public. 

If you're an Adweek Pro Member, you'll definitely want to check out Patrick's exclusive, helpful and comprehensive preview of what the world can expect from GPT-3. 

In fact, this entire email was written by an AI.

OK, not really. Or was it? Would I even know if I were an AI? What is love? And why is Adweek's IT manager removing those power modules?

Your possibly human creative editor,

David Griner
Creative and Innovation Editor, Adweek
[email protected]

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