Unless you’ve been living under a rock these past months, it’s likely you’ve heard about the breakthrough advancements in artificial intelligence (AI). As this emerging technology continues to rapidly gain mainstream traction, so will its impact on the way we do all manners of business, including marketing.
While benefits are clear, such as greater efficiency and cost savings in executing many aspects of marketing campaigns, there is still much complexity related to AI, as well as practical and ethical questions that are as of yet unanswered.
This is especially true in terms of the content we develop, from graphics and video to, most specifically, the written word. Here are two concerns impacting how organizations choose to use AI tools for written output:
- Difficult to vet generated content and sources. Currently, the AI tools our agency has tested do not ensure that the generated copy is accurate, not plagiarized, or based on the newest available information. In most cases, it can be difficult or impossible to determine the original source. Because AI presents generated content in an authoritative and believable manner, figuring out its reliability is all that much harder. As part of this, data can reflect biases and other questionable perspectives—presenting them as truth.
- AI “imitates,” but doesn’t create. Content generated by AI is based on open-source information collected online. While this makes it an excellent tool for scouring the web for information on a limitless range of topics, it does not incorporate what makes the content most valuable—the experience and subject matter expertise unique to an individual or organization.
Do either of these points mean AI is not of use? Certainly not, but it does mean those who use it should be aware of potential issues.
Implications In PR And Marketing
Within the public relations arm of marketing especially, trusted professionals trade in truth. Credibility and authenticity are key characteristics of high-value content, and AI users must take care not to sacrifice those traits on the altar of getting things done faster and with less effort.
One trend we’re already beginning to see is publications forbidding AI-generated submissions, making it clear these outlets still see value in the unique knowledge and thought leadership only humans can provide (note: Forbes is one such publication). While such restrictions are currently on an “honor system,” we do believe in the near future there will be ways to determine if the content is created by AI, such as through the use of digital watermarks or other identifiers.
Customization Still Required
Like many organizations, our agency is experimenting with AI for certain uses, such as for generating social posts, email copy, and other types of content not being submitted for publication. It should be noted that in nearly every case, customization—from simple line editing to heavier revising to throwing out and starting over—is required for the copy to be at the level of quality for which our content is known.
While AI can eliminate the painful process of a writer staring at a blank screen, it is rarely the provider of the final product, which still requires human skill. We liken it to an artist using a pottery wheel, which provides advantages in uniformly shaping and trimming the clay but still requires the mastery of the potter to create the finished piece.
Given the expediency of AI-generated content, another caveat is that it can lead to a proliferation of repetitive and lukewarm output, especially if editing diligence isn’t practiced. In fact, the ease at which AI-generated content can be produced leads us to believe quality content will become even more important in the years ahead—no matter whether it is 100% human-produced or human-assisted.
Ready Or Not, The Future Is Now
AI is a disruptive technology in the truest sense of the term, already revolutionizing how work is being accomplished. It’s clearly remarkable what it can do. But even as its possibilities expand, it is also bringing up new questions around ethics, quality control, and terms of use.
While more and more publications will likely implement policies restricting AI-generated content, the picture is less clear elsewhere. (Although not in our industry, consider this interesting piece about a well-known sci-fi magazine closing submissions due to being overwhelmed with story submissions generated by AI bots such as ChatGPT.)
Bottom line, the future is here. Organizations should begin thinking now about how it plans to harness AI in their daily activities, including how to leverage its usefulness without losing authenticity, and what governance should be implemented around it. If you have questions or need assistance in developing quality content, contact us today.