ChatGPT vs VisitScotland

Everybody is talking about artificial intelligence, which got me interested in testing it out for VisitScotland. Maybe you find the rise of AI fascinating or even a bit scary? Or maybe you think it’s all hype and wish everybody would stop going on about it. I tried a simple experiment with ChatGPT to see what all the fuss is about. 

When it comes to travel writing, AI tools such as ChatGPT can be used to create articles in seconds. But is that what visitors want? To find out, I tested ChatGPT to see if it knew more about experiences in Scotland than me.  

The challenge was to answer two of the most popular questions about Scotland on Google. I then had ChatGPT answer the same questions in a maximum of 150 words. You can read the results below, followed by a short analysis.  

Alasdair’s answer: 

Having grown up in East Lothian, I would naturally recommend some of the beautiful beaches along Scotland’s Golf Coast, just a short trip from Edinburgh. 

• Yellowcraig beach, Gullane – perfect for walking the dog. 
• Seacliff beach, North Berwick – a lovely sunbathing & picnic spot, weather permitting... 
• Belhaven Bay, Dunbar – ideal for surfing! 

Elsewhere in Scotland, I am drawn to Scotland’s islands which have super beaches – particularly Orkney which I have visited several times. Aberdeenshire also has a stunning coastline. 

• Brough of Birsay beach, Orkney – a rugged stretch of coastline with unforgettable views. 
• Saint Cyrus beach, Aberdeenshire – cliffs, dunes, a nature reserve, great for a bracing walk. 
• Stonehaven beach, Aberdeenshire – castle hunters will love the walk up to Dunnottar Castle. 

Alasdair’s answer:

Whether you like your castles perched on top of a cliff edge or towering over a city, Scotland has no shortage of these ancient fortresses. It’s not easy to choose the best castles in Scotland without leaving out some fan favourites but here are some of my top picks: 

• Edinburgh Castle – Ok, it’s the obvious choice, but people want to see it for a reason. Undoubtedly one of the best urban attractions in the world. 
• Dunnottar Castle – you’ll get big Braveheart vibes from this epic castle on the Aberdeenshire coast. And your Instagram followers will be impressed! 
• Inveraray Castle – this castle on the shores of Loch Fyne is the perfect place to stop off for a visit if you’re on the west coast of Scotland.  
• Eilean Donan Castle – a picture-perfect castle on an island with a truly romantic atmosphere. A lovely place to spend a few hours taking in the view. 

• First of all, I’d like to say with AI it’s important to keep an open mind. I personally believe that while ChatGPT (and similar tools) can be useful for travel writers, they cannot replace lived experience and your own perspective as a traveller. 
• ChatGPT can create informative well-written content but it obviously cannot actually travel to the beach. It can’t feel the wind in its hair or try its hand at surfing for the first time. Travel writing benefits from someone on the ground, otherwise it can just be copied from the internet. 
• ChatGPT uses all the old travel writing cliches: stunning! Dramatic! Breathtaking! Don’t get me wrong, I use them too – but they should always be used sparingly.  
• Responsible, sustainable travel is really important to us at VisitScotland. When I asked ChatGPT to name the best beaches in Scotland, it mostly went for very popular locations which can experience high visitor numbers at certain times of year. We try to offer hidden gems and places less explored, alongside the big hitters.
• On the whole I was impressed by the answers ChatGPT came up with – indeed there was quite a lot of crossover. But it definitely reinforced to me the importance of bringing a unique perspective to travel content. While you can use software to write for you, it can’t access your personal experiences and feelings… at least, not yet. 

Overall, the piece is well-written and informative, highlighting the writer's personal recommendations for Scotland's beaches and castles. It is clear that the writer has a good knowledge of the areas they recommend and can make informed recommendations based on personal experience and preferences. The use of bullet points makes it easy to read and navigate, allowing readers to quickly identify the information relevant to them.