The Impact of Generative AI on Digital Marketing: Should you use AI to write your content?
18 December 2023The use of artificial intelligence in the tech world is on the rise, with creators employing the tool to assist with generating images and content. But, can generative AI do everything a human being can?
Generative AI is artificial intelligence that produces content, such as OpenAI’s ChatGPT. Users ask the bot a question or give it a task; anything from ‘Write me an email saying I won’t be at work today’ to ‘Can you suggest a reading list across different genres?’ or even ‘Tell me a joke’. The program then searches the internet and chooses snippets of existing content to piece together the requested copy.
While AI-generated content seems like an efficient way to create copy in seconds, it’s not without its pitfalls. In the September 2023 report compiled by Mark Webster for AuthorityHacker, 65.8% of people think AI content is just as good as human writing, so, if the material standard isn’t the problem, what is?
Limitations of AI-generated content
- Emotional Intelligence (or lack thereof!)
People engage with and share things that they feel a connection to. AI lacks the emotional intelligence to craft a story that resonates with people, with the material it creates being ‘fact’-centric instead. As the bot relies on existing content it’s unable to convey the intent or personality that users seek when reading content online.
Using AI to write your social media and website content is the equivalent of learning to drive in a simulator rather than getting in a car. It’s good, it’s just never going to be the same.
- Brand Voice
Similarly, customers who feel an emotional connection to your story and your passion, are more likely to choose you over your competitors. Without your brand voice projecting through your content, potential customers don’t feel that strong loyalty to you which then might mean they look at other decision points first – such as price!
- Inaccuracy
On paper, AI-generated content should equal manpower saved, but that isn’t necessarily the case. A program such as this is only as good as its algorithm and as it collates snippets of existing data, it can often regurgitate inaccuracies. For this reason, human beings are still required for proofreading and quality control.
- Plagiarism
Another issue with how AI systems analyse, correlate and pull existing vocabulary is that the words chosen could be subject to copyright protection. You’d have to be sure to run the generated copy through a plagiarism detector to dodge a cease and desist letter – another task that needs to be actioned by a human being.
- In short, Google doesn’t like it!
The whole point of creating content is surely to land yourself on the first page of a Google search. The problem is that Google penalises AI content as it violates its guidelines. Google can’t automatically detect content generated by AI but does reward original content that is relevant to users.
When should AI be used?
Though using AI to create all of your content is not to be recommended, there are times when it can come in handy. Generative AI can be used positively in the following contexts:
- Developing a content brief
Content briefs are vital but often a thorn in the side of a strategist. Enter: ChatGPT! An AI system can develop an outline that a creator can then flesh out.
- Boosting engagement on socials
AI can scour content for the most engaging and appealing bits that you can make relevant and compile into great posts.
- Brainstorming
Writer’s Block can strike when you least expect it, so using an AI bot to answer specific questions can produce surprisingly good results for you to finesse into great-sounding content.
When should AI be avoided?
- Blog posts or publication content
With AI being only as effective as the information it finds online, you’re opening yourself up to mistakes or you might also find yourself in the crosshairs of a copyright battle!
- Subject expertise
AI simulates human intelligence, it can’t replicate it! When writing about subjects in your industry or field you are the expert and understand the best approach for your given topic. You want a potential client to see your post and be blown away!
An experiment
Out of curiosity while conducting research for this blog, I asked ChatGPT about using AI-generated content (ironic, I know). So, what did it have to say?
So it looks like the bot and I agree. AI can be helpful as part of the process when used correctly but is an inadequate replacement for human content creators.
If you’re thinking ‘But I just don’t have time to write my own content!’ then never fear. At Truesilver, we offer copywriting services for your website or social media that mirror your brand voice and engage customers. Get in touch today to find out how we can help lighten the load – without the need for AI!
