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this post was submitted on 02 Mar 2025
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The reason chatgpt would recommend Nike though is because of its human-based training data. This means that for most humans the Nike ad campaign would also be the first suggestion to come to mind.
I'm not saying LLMs aren't having an impact, or denying that said impact is negative, but the way people talk about them is infuriating because it just displays a lack of understanding or forethought on how these systems work.
People always talk about how they can tell something "sounds like chatgpt" or, as is the case here, is the default chatgpt answer, while ignoring the only reason it would be so is because of the real human patterns which it is mimicking.
Brief caveats: of course chatgpt is wildly fallible and when producing purely generative content it pulls from nowhere because it's just remixing unrelated sources, but for things within the normal course of discussion and output chatgpt's output is vastly more human-like than we want to pretend.
I would almost guarantee that Nike's "just so it" was the singularly most popular answer to this kind of assignment before chatgpt existed too.
Except I've given this quiz prior to GPT and no, it wasn't once used because it's not even a current advertisement campaign. My average 19 year old usually uses examples from my influencers, for instance, so I get stuff like Hello Fresh or Better Help, and usually specific to an ad read on stream on the past couple weeks. After all, the question asks for ads they've seen and remembered.
Also, you neglect how these models get data. It's likely pulled not because it's a favorite, but because GPT steals from textbooks, blogs, etc, and those examples that would use that as a go-to (especially if the author uses 90s examples). Plus nevermind that your joe shmo Internet user isn't the same as the group I'm teaching, most of them weren't even alive when the Just Do It campaign started, lol.
It really undermines the point of coming up with your own examples and applying theory to something from their life. I am not inherently anti GPT but this is a very bad use case.