As Artificial Intelligence (AI) continues to advance, it's changing how content creation and digital marketing are done. AI can assist with content creation, from generating ideas to producing full articles and creating unique imagery. It's an exciting development, but as with any technological advance, it raises ethical and legal questions, as well as concerns about job loss.
We’ll explore the role of AI in content creation and digital marketing, examining what AI tools can do, whether it's ethical and legal, whether AI should be doing 100% of the work, and what the future holds for copywriting jobs.
What Is AI Capable Of?
If you use the internet nowadays, you’re engaging with some form of AI. Artificial intelligence is the driving force behind many customer service chatbots, search engines, and algorithms. Recently, new services, such as Chat GPT, are creating a lot of buzz surrounding how AI will impact digital marketing, strategy, and content creation.
AI tools can do a lot in terms of content creation and digital marketing. They can analyze data to determine what types of content are most effective for a specific audience. They can generate headlines, intros, and outlines for articles. They can also write complete articles or product descriptions, although the quality of these can vary widely depending on the tool used. AI can even create graphics and imagery, although the proportions aren’t always correct when it comes to creating people.
Is it ethical/legal to use AI tools like ChatGPT?
As with any technology, there are ethical and legal concerns regarding AI. One concern is the potential for AI-generated content to be misleading or deceptive. For example, an AI-generated product review might not accurately reflect the product's quality. Another concern is the possibility that AI-generated content could be used to spread fake news or propaganda.
There are also legal concerns related to copyright and intellectual property, especially when considering university and high school student work. If an AI tool creates content similar to an existing piece of content, there could be copyright infringement issues. Additionally, if an AI tool creates defamatory content or infringes on someone's rights, there could be legal repercussions.
Should AI be doing 100% of the work?
While AI can be helpful in content creation and digital marketing, it's important to remember that it's not a replacement for human creativity and empathy. AI tools can assist with generating ideas, producing outlines, and even writing articles, but they lack the emotional intelligence, personal anecdotes, and compassion that humans bring to the creative process.
AI-generated content can be useful for creating basic content, such as product descriptions or social media posts, but it's important for businesses to have a human touch in their marketing efforts. A human copywriter can bring a unique perspective and creativity to a brand's voice, ensuring it stands out in a crowded market. Additionally, SEO still prioritizes readability when ranking content and AI-generated content may not be able to effectively mimic the natural tone and flow of human speech that makes something readable.
Relying solely on AI-generated content can lead to a lack of authenticity. Customers are more likely to trust a brand that shows a human touch rather than one that relies solely on machine-generated content. You may think you can’t tell the difference, but in many cases, you can. It’s not just people judging content either, there are AI detective sites that will scan content to see if it was written by a computer.
Will there be any copywriter jobs left?
The question on many people's minds is whether AI will lead to a loss of copywriter jobs. While it's true that AI tools can create basic content, there will always be a need for human creativity in content creation and digital marketing. AI-generated content can't replicate the unique perspective and creative voice that a human brings to the table.
Instead of replacing copywriters, AI can be used to augment and streamline their work. AI tools can help with research, generating ideas, and overcoming writer's block, allowing copywriters to focus on the more creative aspects of their work and edit more extensively.
If you want to learn more about using AI to streamline your marketing and content creation, check out our blog, "5 Ways To Use AI to Streamline Your Content." In it, you'll find tips and strategies for using AI tools effectively while still maintaining the human touch that's essential for creating engaging and authentic content. With the right approach, AI can be a powerful tool for improving your marketing efforts and driving business growth.