Thinking of Using AI For Content? Proceed With Caution.
Just a few years ago, many wrestled with the idea of artificial intelligence-generated content. They claimed it would negatively affect how we consume content and jeopardize content creators’ careers. At the same time, however, continuously-developing technology has made AI platforms smarter and stronger. This innovative yet controversial approach to content creation has become too powerful to ignore, and it’s here to stay.
For example, everyone knows about Chat GPT, the language model developed by Open AI, but not everyone realizes how it can lay the essential groundwork for a content piece. It can also produce informative, shareable content while saving you time, energy, and money. Some may view this AI breakthrough as a miracle, from entrepreneurs to students. Unfortunately, things may not be how they seem, so don’t turn in that Brave New World essay so quickly.
When utilizing Chat GPT or any AI platform such as Jasper AI, Neuron Writer, Copy AI, WriteSonic, and Frase IO to generate content, you must understand the caveats and go into it informed, responsible, and always with caution. Here’s the rundown of what you need to know.
Possible Plagiarism and Other Quality Concerns
Artificial intelligence’s quick and effective output is not because it’s magical, smart, intuitive, or can grasp complex concepts in one click. Instead, it’s fueled by its dependence on data, algorithms, and existing web content.
Artificial intelligence content generators have always been trained based on the data fed to them by humans. AI is a web scraper and cannot actually understand the output it provides. This data comes from various sources, like images, videos, and back-and-forth with Chat GPT. This constant influx of information is not always accurate, and AI does not always know which data is correct to draw from. This could lead to the platform spitting out misleading information that could cost you if you don’t double-check its accuracy.
Since these platforms pull already existing information from the web, many wonder, “Is artificial intelligence-generated content considered plagiarism?” The answer depends on who you ask. Chat GPT is banned in New York City schools to mitigate the risk of students generating assignments and passing them off as their own work. In the “real world,” however, artificial intelligence for content creation could be a solution for marketers – if done right.
Original Ideas Can’t Be Generated
Just like AI develops content based on other people’s content, it generates ideas based on other people’s ideas. You can’t get an original idea from AI. Artificial intelligence content generators also do not possess the emotional intelligence to create content like storyboards or content that elicits an emotional response that only humans can, effectively erasing the creative process. That’s because AI cannot produce real feelings or authentic creativity, and it’s essential to remember that it cannot comprehend the content it spits out. Real emotions, understanding, and ideas from a real person create a genuinely compelling, emotionally resonant content piece.
Human Editing and Intervention is Still Required
Even the most seasoned content writers fall victim to the occasional typo. However, contrary to popular belief, this error isn’t exclusively human. AI merely pulls and pieces sentences together from existing web content, and this content could easily be poorly written and contain grammatical or spelling mistakes. AI cannot know this; the user must balance it with human editing and intervention.
Sentences could also be repeated in artificial intelligence-generated content, resulting in redundant content and lacking the flow only a content writer can provide. If implemented on a site, Google can detect this pattern and penalize content as it goes against its “stitching and combining content” guidelines. So, if used irresponsibly, AI-generated content can impact not only readability but visibility in the search engine overall.
Don’t Run the Risk of Watered-Down Marketing and Brand Voice
Now more than ever, customers can discern inconsistent, diluted content in seconds and direct their attention elsewhere. This could weaken your brand voice or even abandon it altogether. For example, brands must have a unique tone. While some AI platforms boast different “tones” for their output, it can only go so far.
While AI can assist in creating and implementing a brand voice, it cannot do the job alone. It takes a human being to guide the platform in the right direction and then edit the output to custom tailor it to the brand’s needs. Remember, AI does not understand your brand identity or target audience, but a reputable marketing professional does.
How Does AI Content Work Within Google’s Policies?
Everyone knows that Google pioneers much of today’s digital landscape, so you may be curious whether its algorithms notice and act on AI-generated content. Can Google recognize AI-generated content and penalize it simply for being developed with AI? The answer is no. However, that does not mean they won’t ping AI-generated content for other reasons.
Google’s SpamBrain, an AI-based spam detection system, launched in 2018 and has grown exponentially by 2021. SpamBrain ensures that users see unique, useful, and relevant content by ranking it at the top of the SERP. At the same time, it weeds out spam sites and links, steering users away from low-quality and even harmful content, while protecting their online safety and security.
5 Ways to Use Artificial Intelligence for Content Creation
Despite its shortcomings, AI can benefit writers and marketers if used correctly. Most notably, it can populate a page. That, alone, cannot be overlooked. This spares marketers from “blank page syndrome,” the overwhelming feeling of not knowing where to begin a piece. From there, the content writer can work with the output to produce content to amplify your brand voice and drive conversions.
Marketers can leverage AI in content writing in several ways:
Kickstarting Content Creation. AI can lay the essential groundwork for a content piece by analyzing data, trends, and patterns. Tools like GPT-3 can assist in writing content, summaries, or even drafting initial versions for various platforms.
Analyzing User Behavior. AI can quickly analyze user behavior and preferences to tailor content for specific audiences. This personalization can significantly enhance engagement and conversion rates if approached correctly.
SEO Optimization. A significant benefit to content generation, AI tools can optimize content for SEO by suggesting relevant keywords, improving readability, and ensuring the content aligns with search engine algorithms.
Language Translation. AI-powered translation tools can help translate content into various languages, allowing marketers to reach a wider audience without manual translation efforts.
Automating Workflows. AI can streamline content creation processes by automating repetitive tasks like scheduling social media posts, sending personalized emails, or generating reports.
Predictive Analytics. Finally, artificial intelligence content generators can predict future content trends based on historical data, allowing marketers to create content that is more likely to resonate with their audience.
Remember, while AI can be incredibly powerful in content creation and optimization, balancing it with human editing and customization is essential to ensure the content resonates authentically with your audience. Again, users are drawn to authenticity and can tell when there’s something “off” in your writing. While AI content creation platforms can assist content creation, they cannot replace it.
In addition, SEO is not a one-and-done process. While AI can produce content that ranks now, it may not rank later. Search engine algorithms change constantly, requiring consistent monitoring to ensure that content ranks and remains at the top of the search engine. This is something that only a human SEO specialist can ultimately provide.
Concerned or Confused? Let Legal Communications Group Help.
While artificial intelligence for content marketing proves to be a valuable tool for content writers and marketers, there are no shortcuts to effective, compelling storytelling. Creative marketers are and will always be irreplaceable and crucial for executing messaging that resonates with your audience and compels them to click and call. Combined with a web development team to monitor SEO in real-time and secure your place at the top of the search engine ranks, your brand will rise above the competition.
At Legal Communications Group, our creative and web services teams are dedicated to providing fresh, engaging content tailored to your ideal audience designed to rank. We take the time to create and execute thoughtful content that aligns with what makes your brand unique and continually nurture it to ensure that it’s front and center when prospective clients need you most. When you invest in your brand, the results will speak for themselves.
Contact us by submitting a form or giving us a call at 215-364-8828 to get the conversation started.