By Vicky Sidler | Published 2 July 2025 at 12:00 GMT

An MIT study just handed us something unexpected: scientific proof that ChatGPT might actually make us dumber—especially when we let it do all the thinking.

Researchers used EEGs to monitor people’s brain activity while writing SAT-style essays using ChatGPT, Google Search, or just their own brainpower. 

Spoiler: ChatGPT scored lowest for brain engagement, curiosity, and originality. Turns out copy-paste isn’t just lazy—it might be rewiring our brains to stay that way.

So yes, AI is efficient. But at what cost?

TL;DR

MIT study shows heavy ChatGPT use lowers brain activity and creativity.

• Small business owners risk falling into lazy thinking if they over-rely on AI.

• Use AI for editing, not idea generation.

• Start with your own thoughts—and a clear message—before prompting.

Get your messaging straight first with the 5-Minute Marketing Fix.

Brainwaves Don’t Lie:

MIT’s Media Lab put 54 people through a brainy obstacle course: write three SAT-style essays using different tools—ChatGPT, Google, or their own grey matter. While they typed, scientists recorded brain activity in 32 regions.

The results? The “use your brain” group showed the most neural activity across the board. Creativity, attention, and memory networks were all firing. 

ChatGPT users, on the other hand, showed the least engagement—both mentally and emotionally. Their essays were called “soulless” by two English teachers. Ouch.

It got worse. By the third essay, most ChatGPT users just pasted the prompt into the chatbot and barely interacted with the task at all.

Why This Matters for Small Business Owners:

If you’re running a business, this study is about more than essay writing—it’s about decision-making, innovation, and long-term thinking.

The same habits that erode creativity in students can sneak into your business. Rely on AI too much, and you risk:

• Publishing generic content that sounds just like your competitors

• Making fast but shallow marketing decisions

• Forgetting how to think through customer problems or unique messaging angles

As someone who works with small businesses daily, I see this all the time: business owners outsourcing all their thinking to tools like ChatGPT. 

It’s fast. It’s efficient. It also makes your brand utterly forgettable.

What’s the Alternative? Don’t Throw Out the AI—Just Use It Better:

Let’s be clear: AI isn’t the enemy. But as the MIT study shows, how we use it matters. Used correctly, ChatGPT can speed up execution after you’ve done the thinking.

Here’s how to use it without switching your brain off:

1️⃣ Think First, Prompt Second:

Don’t start with “write a blog post for me.”

Start with: “What does my customer need to hear today?”

Outline your main points before opening ChatGPT. That way, you’re still driving the bus.

2️⃣ Use ChatGPT for Refinement, Not Replacement:

Got a rough email or idea draft? Great. Now use ChatGPT to clean it up, make it punchier, or check tone.

But if you skip straight to “write this from scratch,” you miss the learning—and weaken your own thinking.

3️⃣ Don’t Let It Do Your Marketing Strategy:

This is where I see people get burned. ChatGPT can’t build a clear customer message. It doesn’t know your positioning. That’s your job.

If you haven’t nailed your one-liner or brand narrative, AI will just fill in the blanks with generic waffle. 

That’s why I created the 5-Minute Marketing Fix—to help small business owners say what they do clearly and powerfully before jumping into tools.

Don’t Let AI Flatten Your Thinking:

You don’t need to write every blog post by hand. But you do need to understand your customer, your offer, and your message.

AI can help. But when it becomes the starting point, it also becomes the shortcut to sameness.

And that’s a shortcut your competitors are already taking.

If you want to stand out, your brain still needs to do some lifting.

👉Grab the 5-Minute Marketing Fix and start thinking sharper about how you talk about your business.