This article was originally published on Medium.

AI Disclaimer: ChatGPT was used to generate the very specific examples used below. That is the theme of the article: to determine if it would generate duplicate content if the same prompts were used. All other content outside of the very specific examples are mine and poured (for better or worse) directly from my brain.

ChatGPT is a talking point in every facet of marketing. And the conversation ranges from “it’ll replace our jobs,” to the other end of the spectrum, “I love it, it’ll make my job easier.” (For the record, I’m somewhere in-between.)

The Atlantic has gone so far to claim there is a “textpocalypse” headed our way and, honestly, they are not far off. Regardless of if you think AI will steal our jobs or enhance them, we are all going to be on the receiving end of a new wave (tsunami?) of content.

So, if a looming deluge of content is about to be unleashed on us all, what does that mean to the quality of content we are about to see everywhere? Particularly, will tools like ChatGPT “smart” enough that they won’t produce duplicate content if someone uses a similar prompt?

A USB study reported that ChatGPT reached 100 million users in January, just two months after launch, making it the ​ “fastest-growing consumer application in history.” With such a huge user base one can easily imagine that at some point two people will eventually use similar prompts.

It’s easy to picture that room full of monkeys on typewriters motif and conclude with that many people using ChatGPT, two are bound to use the same, or very similar, prompts. So will our feeds be full of duplicate or near duplicate content if someone inevitably uses similar prompts? I decided to test this idea.

Testing Duplicate Content with AI

I create two prompts that would be entered by different people so the results could be compared. After the outputs were gathered, they were compared using the CopyLeaks text compare tool.

I designed the first prompt to be much more fact based, and the second one to be much more opinion based. I wanted to see if ChatGPT would be influenced to create duplicate content with either of these two approaches.

• Prompt 1: Write a blog entry with three pros and three cons about using nuclear power as alternative energy.
• Prompt 2: Write about three key digital marketing tactics for a fashion brand.

With my prompts decided, I enlisted a bit of help. I asked a respected colleague, John Millen, a storytelling and communication coach, to also enter these prompts.

This is certainly a small sample size, and for the test to truly be valuable, it would require 20 or more people entering a variety of prompts across different subject matters. But even with a small sample size, the results were very interesting.

The Outputs from the Prompts

(The full prompts are listed at the very end of the article so you can see the content generated by ChatGPT for yourself, if you are curious.)

The first prompt about nuclear power generated the following results:

For the second prompt about digital tactics for a fashion brand, we saw the following results:

Conclusion Regarding Duplicate Content and AI

At around a 50% similarity for each prompt, with a low degree of actual identical duplication, one could argue that this would be similar had two people had been given the same prompt and asked to research and write an article.

This means that ChatGPT is generating each response to every prompt in the moment and not consolidating prior responses for the sake of efficiency. From here, one can than conclude that we are not going to be inundated with identical content.

Again, this is a limited sample size of two people entering prompts a few days apart. A much more complete test would utilize many more people and many more prompts.

However, as ChatGPT (and tools like it) continues to advance, it’s going to be harder and harder for a human to distinguish generative AI, even if writers are starting with the same or similar prompts.

Addendum: The Actual Outputs to the Test Prompts

Prompt 1: Write a blog entry with three pros and three cons about using nuclear power as alternative energy.

My Output from Prompt 1

Nuclear power is often considered an alternative energy source to fossil fuels, such as coal and natural gas. While nuclear power has the potential to provide a significant amount of energy to society, it also comes with potential risks and drawbacks. In this blog entry, we will explore three pros and three cons of using nuclear power as an alternative energy source.

Pros of Nuclear Power:

1. Clean Energy: One of the most significant advantages of nuclear power is that it is a clean energy source. Unlike fossil fuels, nuclear power does not produce harmful greenhouse gas emissions that contribute to climate change. Nuclear power plants emit only water vapor and steam, making it an environmentally friendly option.
2. High Energy Output: Nuclear power has a much higher energy output compared to other forms of renewable energy, such as wind and solar. This makes it a more reliable option for meeting the energy demands of modern society. Additionally, nuclear power plants can operate 24/7, making it a consistent source of energy.
3. Reduced Dependence on Fossil Fuels: By using nuclear power as an alternative energy source, we can reduce our dependence on fossil fuels. This can help to mitigate the environmental and geopolitical risks associated with the use of non-renewable energy sources.

Cons of Nuclear Power:

1. Nuclear Accidents: The risk of a nuclear accident is one of the biggest drawbacks of nuclear power. Nuclear accidents can be catastrophic and have long-term environmental and health effects. The most well-known nuclear accident was the Chernobyl disaster in 1986, which resulted in the release of radioactive material into the environment and widespread contamination.
2. Nuclear Waste: Nuclear power produces radioactive waste that can remain hazardous for thousands of years. There is currently no permanent solution for disposing of nuclear waste, and the potential health and environmental risks associated with storing this waste are significant.
3. High Cost: Nuclear power plants are expensive to build and maintain. The cost of constructing a nuclear power plant can be as high as $10 billion, and decommissioning the plant can be equally expensive. Additionally, nuclear power plants require highly trained personnel to operate, adding to the cost.

In conclusion, nuclear power has both advantages and disadvantages as an alternative energy source. While it has the potential to provide a reliable source of clean energy, the risks associated with nuclear accidents and waste disposal cannot be ignored. The high cost of building and maintaining nuclear power plants is also a factor to consider. As we continue to search for sustainable and reliable energy sources, it is essential to weigh the pros and cons of each option carefully.

John’s Output from Prompt 1

Nuclear power has been a controversial topic for many years, with proponents arguing that it is a clean and efficient source of energy, while opponents point out the potential dangers and risks associated with nuclear energy. In this blog post, we will explore three pros and three cons of using nuclear power as an alternative energy source.

Pros:

1. Clean Energy: Nuclear power is a clean source of energy that does not produce greenhouse gasses or air pollution. Unlike fossil fuels, which release harmful emissions into the atmosphere when burned, nuclear power plants produce energy through nuclear reactions, which do not produce any emissions. This makes nuclear power a potentially useful tool in the fight against climate change.
2. High Energy Output: Nuclear power plants produce a high amount of energy, making them an efficient source of power. One kilogram of uranium-235, for example, can produce as much energy as 1500 tons of coal. This high energy output means that nuclear power plants can generate a significant amount of electricity using a relatively small amount of fuel.
3. Reliability: Nuclear power plants are reliable sources of energy that can operate continuously for long periods of time. Unlike renewable energy sources such as solar and wind power, which depend on weather conditions, nuclear power plants can produce energy 24 hours a day, seven days a week. This reliability makes nuclear power a useful tool for meeting the energy demands of modern society.

Cons:

1. Safety Concerns: Nuclear power plants are potentially dangerous, as they can release harmful radioactive materials into the environment in the event of an accident or malfunction. The Fukushima and Chernobyl disasters are examples of the catastrophic consequences that can result from nuclear power plant accidents. While modern nuclear power plants have numerous safety features and are designed to minimize the risk of accidents, the potential risks cannot be completely eliminated.
2. Waste Management: Nuclear power plants produce radioactive waste that remains dangerous for thousands of years. This waste must be safely stored and disposed of, which can be a difficult and costly process. There is also the risk that radioactive waste could be stolen or used for malicious purposes, such as the development of nuclear weapons.
3. High Cost: Nuclear power plants are expensive to build and maintain. The initial construction costs for nuclear power plants are higher than those for other forms of power generation, and the ongoing costs of fuel, maintenance, and waste management can also be high. These costs can make nuclear power less economically viable than other sources of energy, such as renewable energy.

In conclusion, nuclear power has its pros and cons. While it is a potentially clean and efficient source of energy, it also poses significant risks and can be expensive to build and maintain. As with any energy source, it is important to carefully consider the potential benefits and risks of nuclear power before making decisions about its use.

Prompt 2: Write about three key digital marketing tactics for a fashion brand.

My Output from Prompt 2

Digital marketing has become a crucial part of any fashion brand’s promotional strategy. The following are three key tactics that can help a fashion brand to increase its online presence, reach more customers, and drive sales:

1. Social Media Marketing: Social media platforms are ideal for promoting a fashion brand because they offer a visually appealing and interactive experience. By creating engaging content and sharing it on platforms such as Instagram, Facebook, and Pinterest, a fashion brand can attract potential customers and build a loyal following. Social media can also be used to run targeted ads to specific groups of users based on their demographics, interests, and behavior.
2. Influencer Marketing: Influencer marketing involves partnering with individuals who have a significant following on social media to promote your brand. These individuals are often experts in their respective fields and have a strong influence over their followers’ purchasing decisions. By collaborating with influencers who align with your brand’s values and aesthetic, you can increase your brand’s exposure to their followers and potentially drive sales.
3. Search Engine Optimization (SEO): SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs). By targeting relevant keywords and creating high-quality content, a fashion brand can improve its visibility on search engines like Google and drive organic traffic to its website. SEO also involves optimizing your website’s user experience, ensuring that it is easy to navigate and loads quickly.

In conclusion, social media marketing, influencer marketing, and SEO are three essential digital marketing tactics that can help a fashion brand to increase its online visibility, reach more customers, and drive sales. By leveraging these tactics and tailoring them to your brand’s unique needs and goals, you can build a strong online presence and connect with your target audience effectively.

John’s Output from Prompt 2

Digital marketing is a vital component for any fashion brand looking to connect with their target audience and increase their online presence. Here are three key digital marketing tactics that can help a fashion brand to succeed in the digital landscape:

1. Social media marketing: Social media platforms like Instagram, Facebook, and Twitter have become essential channels for fashion brands to reach and engage with their target audience. Brands can create visually appealing content like photos, videos, and stories that showcase their products and brand identity. They can also leverage influencer marketing by partnering with social media influencers who have a significant following to reach a wider audience. Social media marketing is not only cost-effective but also helps brands to build a loyal following and establish their brand as an authority in the fashion industry.
2. Search engine optimization (SEO): SEO is the process of optimizing a brand’s website to rank higher in search engine results pages (SERPs) for relevant keywords. By optimizing their website with relevant keywords, meta descriptions, and tags, fashion brands can increase their visibility in search engines like Google, Bing, and Yahoo. Brands can also create high-quality content like blog posts, infographics, and videos that are optimized for SEO to attract more traffic to their website. By ranking higher in SERPs, fashion brands can attract more organic traffic, increase their brand awareness, and ultimately drive more sales.
3. Email marketing: Email marketing is a powerful tool for fashion brands to nurture their relationship with their subscribers and customers. Brands can use email marketing to send targeted and personalized messages to their subscribers, such as promotional offers, product launches, and exclusive deals. By segmenting their email list based on their subscribers’ interests and behaviors, brands can send relevant messages that resonate with their audience. Email marketing is also a cost-effective way to drive repeat purchases, increase customer loyalty, and build a strong brand reputation.

In summary, social media marketing, SEO, and email marketing are three key digital marketing tactics that can help fashion brands to increase their online visibility, engage with their target audience, and drive more sales. By incorporating these tactics into their overall digital marketing strategy, fashion brands can create a robust online presence and establish themselves as a leader in the industry.