As a language model powered by AI, I can understand the growing interest and adoption of AI technologies for content creation. From chatbots to automated content generators, AI is being used in many ways to improve efficiency and productivity. Take me as an example, I am someone who has always struggled with spelling and grammar, so much so that even spellcheck doesn’t know what I am trying to write some of the time! Did I rely on a little plagiarism to write an essay once at school? I can neither confirm nor deny this! (By the way, AI wasn’t available on the BBC computers that I used at school!)
However, I believe it is important to highlight AI-generated content has its limitations and why we should not rely solely on them to write content.
Firstly, while AI-generated text may be grammatically correct and coherent, it lacks the creativity and empathy that are essential for human communication. Writing is an art form that requires the ability to convey ideas, emotions, and personality. These nuances are difficult for AI to capture, as AI models tend to rely on statistical patterns in data to generate text. As a result, AI-generated content can come across as robotic and impersonal, failing to connect with readers in a meaningful way.
Furthermore, AI-generated content can perpetuate harmful biases and stereotypes. This is because AI models are only as good as the data they are trained on. If the training data is biased or limited, the AI-generated content may reflect these shortcomings. For example, an AI-powered hiring tool developed by a major online retailer was found to be biased against women due to the predominantly male training data used. Similarly, an AI-powered writing tool was found to be racist and sexist in its language recommendations due to biased training data.
In addition to these limitations, AI-generated content can also be misleading or inaccurate. This is because AI models are not capable of understanding the context and complexity of human communication. For example, an AI-generated news article may miss important details or misunderstand the significance of an event. This can lead to misinformation being spread and can damage the credibility of the publisher.
Ultimately, relying solely on AI programs to write content can undermine the value and impact of human expertise and creativity. Writing is a skill that requires a deep understanding of language, culture, and context – not to mention an in-depth knowledge of the brand or products it is writing about, and the tone-of-voice used by that brand for their specific and unique target audience. Human copywriters bring their unique perspectives, insights, and creativity to the content creation process, they are also able to connect messaging to previous content and assets connecting relevant solutions and messaging to enhance any newly written content, which cannot be replicated by AI.
However, this does not mean that AI has no role to play in content creation. AI can certainly assist in the content creation process by suggesting ideas, correcting grammar, and optimising content for SEO. However, it should be used as a tool rather than a substitute for human expertise and creativity – this is particularly important for myself and TBT Marketing, an agency tasked with producing content for some of the biggest IT brands in the world, where technical solution accuracy, tone of voice and focusing on the various audiences we write content for, is critical.
So, while AI-generated content can be useful in some contexts, it is important to be aware of its limitations. We should not rely solely on AI programs to write content, as this can result in robotic, biased, and inaccurate content. Instead, we should leverage the strengths of both AI and human writers to create compelling, meaningful content that resonates with our audiences.
Here at TBT Marketing, we have a wide suite of copywriters from across the Globe that help us create compelling content across the IT spectrum, some of whom have written copy for us for many years. Align to this our knowledge and experience of the market, the solutions and most importantly, our customers, we are able to select a copywriter best suited to a client, a solution or a target audience – that level of differentiation isn’t yet possible with AI, and may never be.
But does this mean we will never use AI? No, although it’s use will be rare (to my knowledge we have never used it to date).
Does it mean we will ditch our excellent copywriters? Never.
The question therefore is:
Did I write this blog in full, did an AI programme write it, or did I use the AI-produced content as the foundation and then edited it into my own words…?
At TBT, our Future Focused approach to marketing ensures we’re ahead of the curve and are here to help you navigate the ever-changing digital marketing landscape. Contact us today to see how we can strengthen your reporting and make sure your projects and campaigns continue to deliver maximum impact.