The introduction of generative artificial intelligence has brought about a paradigm shift in content creation, bringing previously unattainable speed and efficiency.
Thanks to AI’s ability to handle large datasets and create written content rapidly, it has already become a force in the information distribution space. However, underlying AI’s technological superiority is a severe drawback: its inability to understand the many nuances of human language.
This article explores how generative AI and human knowledge work together, highlighting the necessity of a collaborative strategy when creating engaging content.
We will look at subtleties present in human language, the significance of accurate citations and sources, and the delicate artistic ability humans bring to fine-tuning information for various audiences as we explore the advantages and disadvantages of AI.
The Rise of Generative AI in Content Creation
In the marketing world, finding exciting content is a constant challenge. Enter generative AI, a game-changing technology poised to transform how content is produced in B2B settings.
According to Statista’s 2023 research survey, 73% of US marketers reported that their firms have already included generative artificial intelligence solutions, such as chatbots, into their processes. Generative AI provides marketers with rich tools to accelerate content development by generating human-like text, photos, and videos.
These technologies aid in the development of captivating storylines, targeted messaging for specific audiences, and, ultimately, increased engagement and conversion rates in B2B marketing.
By 2028, the AI market in marketing is anticipated to surge to an impressive $107.5 billion, marking a substantial leap from the estimated $15.84 billion recorded in 2021. For B2B marketers, the advent of generative AI presents a pathway to address formidable content creation challenges, often characterized by time constraints, resource limitations, and the imperative to craft personalized content tailored to specific target audiences.
- Content creation – tools such as Jasper, Copy.ai, and Writesonic can create high-quality marketing content with just a few prompts
- Enhancing content – generative AI can come up with suggestions to improve existing content. For example, Phrasee improves email subject lines and ad copy.
- Create visuals – platforms like Midjourney and DALL.E2 generate unique visuals from text prompts to create more eye-catching posts.
- Hyperpersonalization – Generative AI can analyze vast datasets and tailor content to individual preferences in seconds.
Nevertheless, it’s important to underscore that generative AI doesn’t substitute human creativity but is a powerful tool. This technology empowers marketers to stretch the boundaries of what’s achievable in content creation, facilitating the delivery of impactful campaigns that yield tangible results.
The Risk of Relying on AI for Content Creation
While AI has significant efficiency advantages for content creation, there are several risks.
Perhaps the most significant risk is the unpredictability of AI. For example, Chat GPT is prone to hallucinations or ultimately making up information. Users often rely on what Chat GPT tells them, and becoming too trusting can quickly lead to errors.
In this example, Chat GPT made up its sources of information. The writer found that the publications did not exist.
Imagine quoting nonexistent sources within your marketing content. It wouldn’t promote trust and loyalty with your customers.
Generative AI is also known for repeating content. If you use Chat GPT for a while, you will notice it has a particular way of writing. You will get to a point where you can recognize other people using it online. Sites like LinkedIn have been flooded with AI-written posts over the last few months.
When asking Chat GPT to write a LinkedIn post, 99% of the time, it will return something similar to the format below.
There are some giveaways that this is not human writing.
- The tone and writing style is inconsistent.
- No personal anecdotes that you would expect from a human on social media.
- Strange words and phrases such as “Hey, LinkedIn fam.”
- Lack of engagement or calls to action.
Moreover, duplicate, unhelpful content will start to damage your SEO strategy. Google recognizes the importance of the human element in its SEO ranking system, strongly emphasizing Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) to acknowledge and reward top-tier content.
Infusing AI-generated content with a dash of personality, creativity, and authenticity elevates its quality and enhances its relevance to your target audience. Human input takes the content to a new level, ensuring it resonates more effectively with your desired viewership.
Combining AI Content with a Human Touch
The combination of AI skills and human expertise results in a powerful synergy. AI adds efficiency and speed, while the human touch adds a deep awareness of language, cultural subtleties, and the specific needs of a target audience.
This creative cooperation ensures that your material meets the highest grammatical requirements and strikes a meaningful chord with your readers, resonating on a deeper and more personal level.
Here are some key things to remember when working with AI to ensure you get the best results.
AI is a co-writer, not a replacement.
Use AI tools to give you a foundation for writing rather than replace human creativity. It offers a perfect cure for writers block.
AI is a first draft, not the final edit.
Using AI to draft some text is fine, but expect to revise the content. I can guarantee 100% that there will be hallucinations, strange words, and incorrect grammar. Below is an extract from my prompt asking Chat GPT why companies need to use AI. While the paragraph is sound, some wording does not come across as a human would typically speak (the sheer volume of complex adjectives is a bit much for me!)
Always check your facts.
If AI provides you with facts, ensure you can find the sources. I would advise searching for sources yourself to back up any content rather than relying on AI-generated statistics.
Check for bias.
AI is trained using data, which can lead to bias and stereotypes. Check for any social or cultural biases that are relevant to your topic. You may need to ask for it to be more diverse or add nuances to the content yourself.
AI is not a deep thinker.
Ultimately, AI writes content based on data. It does not develop new perspectives or add insight to a conversation. That’s not to say it won’t do that in the future (although you would have to review the writing), but we still need human creativity to add thought and new perspectives to the conversation.
Summary
While AI-generated content showcases remarkable efficiency and creativity in generating ideas, the indispensable human touch remains crucial.
Humans bring invaluable elements such as context, diverse perspectives, and insightful nuances, enriching the content creation process with depth and authenticity that AI alone cannot achieve.
The synergy between AI and human input emerges as the optimal approach, combining the strengths of technology with the nuanced understanding and creativity inherent in human thought.