The Advantages and Disadvantages of Using AI for Marketing Content Creation

AI has been a scorching subject around the globe since ChatGPT launched in November 2022.

A mixture of the fast processing capabilities of computer systems with (a simulation of) the mental problem-solving expertise of human beings, this new expertise provides quite a lot of purposes throughout numerous enterprise sectors.

Within the advertising sector AI actually has its justifiable share of purposes and advantages, however is it proper for content material creation? Beneath are a number of the essential benefits and drawbacks of utilizing synthetic intelligence for advertising content material creation.

Benefits –

Know-how has at all times been used to automate processes and enhance productiveness, however this has exploded because the growth of AI, as elevated “intelligence” has allowed machines to carry out duties that have been as soon as reserved for human beings.

AI-powered expertise is ready to produce content material at a a lot sooner charge than a human content material creator. This fast course of signifies that bigger quantities of content material will be created with the identical degree of time funding.

Previously, considerably growing productiveness would inevitably lead to elevated prices. Adjustments to processes, for instance, may solely enhance issues a lot and actual scalability required hiring extra employees or exterior businesses. One of the engaging advantages of AI is its skill to enhance productiveness with out drastic will increase in prices.

Whereas preliminary investments in AI could also be vital, the long-term profit to labour prices will be huge, particularly for companies that require massive quantities of content material produced commonly.

This doesn’t imply eliminating your content material creators in favour of synthetic intelligence. AI, for now at the very least, nonetheless requires human enter to handle, proof and edit the content material produced. It may, nonetheless, imply that your content material creators are in a position to make use of AI expertise to supply extra common content material with out the elevated prices related to hiring extra folks.

AI is rather more efficient at information evaluation and sample recognition than human beings. AI can analyse enormous quantities of data, from a number of sources, very quickly and determine patterns or developments that can be utilized to section your audience.

As soon as audiences have been successfully segmented, entrepreneurs can create extra particular, centered content material that’s extra prone to resonate with that viewers.

A constant model voice contributes to a recognisable and relatable picture for a model; serving to to construct familiarity and belief amongst their audience.

Ross Pike is Advertising Director of stay advertising contractors Quadrant2Design – “Model consistency is essential to permitting your prospects to type a relationship together with your model. The phrases you say can change from marketing campaign to marketing campaign, however the tone and character behind these phrases should stay constant.”

AI is ready to preserve a constant model voice throughout all content material it produces. Inconsistencies can simply be filtered out of AI content material, the place people could have hassle even figuring out these inconsistencies.

As a result of AI can deal with such huge quantities of knowledge, it might produce very detailed analyses of outcomes a lot sooner than human beings and even determine patterns and insights that slip via human evaluation.

Extra detailed analytics enable for extra particular classes to be learnt and extra intricate changes to be made to future methods. Finally this makes it more likely that future methods may have the specified outcomes.

Disadvantages –

Whereas AI can undoubtedly enhance the dimensions and pace of content material creation, it can’t match human creativity in both figuring out what content material to create or producing a real number of content material.

All the pieces that AI at the moment produces is a reconfiguration of what has come earlier than. This will result in mechanical, unoriginal content material that fails to have interaction the audience.

Whereas it could possibly be argued that each one good concepts are simply adaptions of what has come earlier than, with no distinctive life expertise of its personal, will AI ever produce something actually new?

• Lack of crucial pondering

AI doesn’t have the crucial pondering capabilities that almost all human beings do and, in consequence, the content material it creates runs the danger of being biased, discriminatory, offensive and even harmful.

There have been some worrying examples of this, akin to an AI-powered picture generator creating photographs of Barbies from around the globe stuffed with offensive stereotypes and biases. There have been quite a few different incidents of racism, sexism and different societal biases showing in AI-generated content material.

A number of recipes produced by AI have additionally highlighted shortfalls within the expertise. These vary from delicate and humorous, like an “Oreo vegetable stir-fry”, to harmful recipes for toxic meals and chlorine fuel.

This has highlighted AI’s worrying lack of know-how and important pondering. Formulating impartial opinions, assessing qualitative information and “studying between the strains” are all actions that require a human degree of understanding and consciousness and are additionally important qualities in efficient content material creation.

AI-generated content material is very depending on current data, which might result in issue producing content material on subjects with restricted data.

Whereas human beings are capable of deduce tentative hyperlinks primarily based on a extra complete understanding, AI doesn’t possess the distinctive life expertise to take action.

This will drastically restrict the content material that AI is ready to create and will additionally partially clarify the wrong, biased and harmful content material that has already been produced.

Private and emotional connections are key parts of efficient advertising, significantly inside content material creation, the place the important thing function is sharing human information, opinions and understanding. AI-generated content material lacks the real emotion that makes human-generated content material participating.

That being stated, enhancements to this may occasionally lead to a complete new set of issues.

As AI turns into more practical at mimicking human behaviour it should develop into more and more tough to distinguish between human-written and AI-generated content material. A latest instance noticed OpenAI’s GPT-4 program apparently faux being a blind individual as a way to trick a human being into fixing an internet site’s CAPTCHA check. If goal audiences really feel that they’ll’t belief what they’re studying, there’s a danger that they might start to dismiss content material altogether, presenting an infinite barrier to engagement.

• Disruptive studying curve

AI is a brand new software that requires some vital adaption for companies to implement and make the most of its performance.

Integrating this new software right into a enterprise would require a interval of studying each for the AI and the workers utilizing it which, within the brief time period at the very least, may current a major disruption to workflows.

Conclusion –

The usage of AI in content material creation comes with each benefits and drawbacks. Whereas AI can considerably improve productiveness, effectivity and data-driven insights, it struggles to duplicate human creativity, emotion and important pondering.

Content material creation is, at its core, an train in sharing human information and whereas AI can actually present help, the extent to which we should always contain the expertise continues to be open to debate.

For now, it appears that evidently AI is greatest suited to an assistant-type function, finishing time-consuming roles whereas being managed by skilled advertising professionals.