There’s a lot of excitement around tools like ChatGPT, and rightly so. Used properly, it can save time, improve consistency, and help with everyday business tasks.

But one thing quickly becomes clear: ChatGPT works best when it’s guided by people who already understand their own business.

ChatGPT Is a Tool, Not a Substitute for Experience

ChatGPT is very good at working with the information it’s given. What it can’t do is replace years of experience, local knowledge, or an understanding of how your customers actually behave.

If you don’t know your services, pricing, processes, or values, the output will often sound generic — because the input was generic.

When people who know their business use ChatGPT, the results are far more accurate, relevant, and useful.

The Quality of the Output Depends on the Quality of the Input

Clear instructions make all the difference. Someone who understands their business can explain:

• who the audience is
• what the service really includes
• how customers usually respond
• what tone is appropriate

Without that guidance, ChatGPT can only make assumptions. With it, the tool becomes far more effective.

AI Can Speed Things Up — But It Still Needs Checking

ChatGPT is excellent at drafting emails, creating documents, summarising information, and generating ideas. What it shouldn’t do is remove responsibility.

Experienced users review, adjust, and sense-check what’s produced. They know when something doesn’t sound right, isn’t practical, or doesn’t reflect how the business actually operates.

That judgement still matters.

Real Value Comes from Combining Knowledge and Technology

The best results come when technology supports experience, not the other way around. Businesses that already have clear processes and strong customer understanding tend to get the most value from AI tools.

Instead of replacing personal service, ChatGPT can help deliver it more consistently — whether that’s clearer communication, better documentation, or quicker responses.

A Sensible Way to Use ChatGPT

Used well, ChatGPT becomes:

• a time-saving assistant
• a consistency checker
• an idea generator
• a drafting tool

Used badly, it becomes a shortcut that produces content no one really believes in.

Like any good tool, it works best in capable hands.

Experience Still Counts

Technology will continue to evolve, but knowing your business — your customers, your standards, and your responsibilities — remains essential.

ChatGPT doesn’t replace that knowledge. It amplifies it.

To find out more contact me, Rod Walker: rod@ktgl.co.uk, Tel 01482 291292

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