We’re living in a world where information, questions that need the most specific answers and now, fully drafted content can be available to us at the click of a button. I’m sure you’ve guessed already, this is all thanks to AI.
Now, this won’t be an AI slander piece, but rather a spotlight on the dangers of using the tools within your content marketing and how to go about it responsibly, using the wonders of the modern world to your advantage.
When it comes to creating content, there are many benefits to using AI, and that’s exactly why it’s easy to be over-reliant. However, much like other industries, when led by humans and used in conjunction with your expertise and skills, it can be an extremely useful asset.
AI tools are speedy, taking a brief and spitting back a piece of content in seconds. But where does it get this information from? AI generates content based on patterns from existing material, and therefore, the piece of copy you’re left with isn’t an original.
On the surface, the content produced by AI looks great, but when you dig a little deeper, it lacks the depth that good marketers create. We can’t be too harsh on the likes of ChatGPT, after all, it doesn’t have any real-world experience to fall back on. Let alone any understanding of your customer psychology or the ability to add personal insight. Good content is hard to fake; it relies on strong opinions and a genuine understanding - both things that even the most advanced tools struggle to replicate.
The brands that truly stand out have a strong voice, and to do this, they must show personality and edge. But this is not how AI operates, even with a good brief or detail on who you are as a brand, AI will always default to polite, neutral and corporate-safe - in other words, dull and certainly not memorable. More than likely, the content being shared by your favourite brands is not in the hands of AI, but talented creators who know how to leave a lasting impression.
That said, there are plenty of ways to lean into AI and allow it to enhance what you’re already doing. Researching and brainstorming, or even structuring ideas, are just a few great examples, as every creative will have moments where they struggle to find inspiration. However, it can’t compete when it comes to strategy, brand voice, original thoughts or human insight - these are our superpowers.
If you’re after unique, memorable and well-considered content, I can help.