AI has been a hot topic around the world since ChatGPT launched in November 2022 and using AI for Marketing.
A combination of the rapid processing capabilities of computers with the intellectual problem-solving skills of humans, this new technology offers a variety of applications in countless business sectors.
AI certainly has its fair share of applications and benefits in the marketing field, but is it right for content creation? Below are some of the main advantages and disadvantages of using AI for marketing content creation.
Advantages of Using AI for Marketing
Technology has always been used to automate processes and increase productivity, but it has exploded since the development of AI, as increased “intelligence” has allowed machines to perform tasks that were once not possible for humans. Were reserved for.
AI-powered technology is capable of producing content at a much faster pace than a human content creator. This faster process means that larger amounts of content can be created with the same level of time investment.
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In the past, significant increases in productivity would inevitably result in increased costs. For example, changes in processes can only improve things so much and true scalability requires hiring more workers or outside agencies. One of the most attractive benefits of AI is its ability to improve productivity without drastically increasing costs.
While the initial investment in AI can be significant, the long-term benefits of labor costs can be massive, especially for businesses that require large amounts of content on a regular basis.
This doesn’t mean getting rid of your content creators in favor of artificial intelligence. AI, at least for now, requires human input to manage, authenticate, and edit the content produced. However, it may mean that your content creators are able to use AI technology to produce more regular content without the increased costs associated with hiring more people.
AI is far more effective than humans in data analysis and pattern recognition. AI can analyze large amounts of information from multiple sources very quickly and identify patterns or trends that can be used to segment your target audience.
Once the audience is effectively segmented, marketers can create more specific, focused content that is more likely to resonate with that audience.
A consistent brand voice contributes to a recognizable and relatable image for a brand; Helping to build familiarity and trust among your target audience.
Ross Pike is Marketing Director at live marketing contractors Quadrant2Design – “Brand consistency is the key to allowing your customers to build a relationship with your brand. The words you say may change from campaign to campaign, but the tone and character behind those words should remain the same.
AI is able to maintain a consistent brand voice across all the content it produces. AI can easily filter out inconsistencies from content, where humans may even have trouble identifying those inconsistencies.
Because AI can handle such large amounts of data, it can perform detailed analysis of results much faster than humans and even identify patterns and insights that slip through human analysis.
More detailed analysis allows more specific lessons to be learned and more complex adjustments to future strategies. Ultimately this makes it more likely that future strategies will have the desired results.
Loss of Using AI for Marketing
While AI can undoubtedly increase the scale and speed of content creation, it cannot match human creativity in knowing what content to create or producing the actual variety of content.
Much of what AI is currently producing is a reworking of what came before. This can lead to mechanical, unoriginal content that fails to engage the target audience.
While it could be argued that all good ideas are merely adaptations of what has come before, with no unique life experience of their own, will AI actually generate something new?
- lack of critical thinking
AI does not have the critical thinking abilities that most humans have and as a result, the content it creates runs the risk of being biased, discriminatory, offensive or even dangerous.
There are some worrying examples of this, such as an AI-powered image generator creating images of Barbies from around the world filled with offensive stereotypes and prejudices. Many other incidents of racism, sexism and other social biases have emerged in AI-generated content.
Many recipes created by AI have also highlighted shortcomings in the technology. These range from the subtle and humorous like “Oreo Vegetable Stir-Fry” to dangerous recipes involving toxic food and chlorine gas.
This has exposed a worrying lack of understanding and critical thinking of AI. Forming independent opinions, assessing qualitative data, and “reading between the lines” are all actions that require human levels of understanding and consciousness and are also important qualities in effective content creation.
AI-generated content is highly dependent on existing information, which can make it difficult to create content on topics with limited information.
While humans are able to extract temporal links based on a more comprehensive understanding, AI does not have the unique life experience to do so.
This could significantly limit the content that AI is able to create and may even partially explain the inaccurate, biased, and dangerous content already produced.
Personal and emotional connections are key components of effective marketing, especially within content creation, where the main objective is to share human knowledge, opinions and understanding. AI-generated content lacks the genuine emotion that makes human-generated content engaging.
That being said, improvements may result in a new set of problems.
As AI becomes more effective at mimicking human behavior, it will become increasingly difficult to distinguish between human-written and AI-generated content. A recent example involved OpenAI’s GPT-4 program apparently impersonating a blind person to trick a human into solving a website’s CAPTCHA test. If the target audience feels like they don’t trust what they’re reading, there’s a risk that they may begin to dismiss the content altogether, which can drastically hinder engagement.
- disruptive learning curve
AI is a new tool that requires some significant adaptation for businesses to implement and take advantage of its functionality.
Integrating this new tool into the business will require a learning period for both the AI and the employees who use it, which could cause significant disruption to workflow, at least in the short term.
conclusion –
The use of AI in content creation comes with both advantages and disadvantages. While AI can significantly increase productivity, efficiency and data-driven insights, it struggles to replicate human creativity, emotion and critical thinking.
Content creation is, at its core, an exercise in sharing human knowledge and while AI can certainly provide assistance, the level to which we should involve the technology is still open to debate.
For now, it seems that AI is best suited for an assistant-type role, handling time-consuming tasks while being managed by experienced marketing professionals.
