For people in digital marketing and content creation, AI technology and machine learning haven’t just taken the world by storm — they’ve seemingly changed it overnight.
Since ChatGPT’s initial launch in November 2022, dedicated content writers who have spent a lifetime sharpening their skills have been struggling to find the same amount of work. Content marketers who have always done things a certain way are trying to figure out where AI fits into the picture.
Meanwhile, AI interfaces like ChatGPT and Jasper have proven useful, but still have glaring limitations. But how much longer will that be the case? Will AI eventually replace writers completely? How can today’s content creators and marketers leverage the benefits of AI without falling victim to the pitfalls?
Here, we’ll address the answers to questions like these, as well as cover how brands and content professionals can navigate today’s quickly evolving marketing landscape to come out ahead on the other side.
Can AI Actually Replace Writers?
AI can produce writing that sounds incredibly human-like and is technically correct in most respects. However, the output often falls short in many ways. AI-generated text can sound flat and be error-prone, repetitive, and full of circular talk. Artificial intelligence also lacks the emotional depth, lived experience, creativity, and spark human writers rely on to connect with readers.
So in short, no, AI can’t actually replace writers. But it can help make human writers and marketing teams more productive by streamlining the content production process. The key is understanding when to use AI and when to leave the task at hand to a human instead.
How Do AI and Machine Learning Work?
The term “artificial intelligence” refers to any program, machine, or interface capable of performing tasks a human would normally handle. AI is designed to solve problems and process information in ways that mimic the human brain’s functionality.
Machine learning, on the other hand, refers to AI’s ability to train itself based on information, data, and other input, allowing it to “learn” in a way similar to how humans learn. Popular interfaces like ChatGPT, Midjourney, and similar models learn how to generate original content in exactly this way — via large caches of existing information fed to them by human users.
The fact that everyone seems to be talking about AI and machine learning can make them feel like new topics. However, both have been around for many years. (The actual term “artificial intelligence” was first used in the 1950s, while the basic technology dates back as far as the 1930s.) Today’s models have simply become advanced enough to quickly create human-like original content based on human-created prompts.
How Is AI Used in Content Creation Today?
According to research conducted by HubSpot, around 64% of marketers currently use AI in one form or another as part of their ongoing content creation strategies. Here’s an overview of some of the most popular ways content creation professionals are using the technology to streamline various aspects of their workflow:
Content creation
When most people think of AI in content marketing, content creation is likely one of the first applications that comes to mind. Many marketers are using ChatGPT, Jasper, Writesonic, and similar tools to generate everything from basic product descriptions, to social media status updates, to full-length articles.
But fully AI-generated text may fail to achieve top Google rankings without considerable human editing, fact checking, and enhancement. For that reason, it should be used sparingly and with caution.
Multimedia generation
Generative AI is also capable of creating limitless original visual imagery that marketers can use to enhance written content, add to social media posts, or integrate into graphic designs. Popular platforms and programs include Midjourney, DALL-E, and Stable Diffusion. Bing, Meta, and Google also offer their users image-generation capabilities to varying degrees.
Emerging technology is making it possible for brand managers and content creators to create original voiceovers and video, music, and audio effects, as well. Many current offerings are rudimentary, but they’re expected to evolve rapidly.
Data analysis
Data analysis is one area where AI really shines and can potentially get the job done faster and more accurately than a human can. AI is capable of quickly processing and analyzing massive data sets, zeroing in on important trends and patterns in the process. As a result, modern businesses and brands are using it to analyze market research, make sense of vast caches of information, and streamline content planning.
AI can also be an effective tool for predicting customer behavior based on collected data, past behavior history, etc. (OpenAI’s generative video app Sora is one highly anticipated example to keep an eye on.)
Outlining and briefing
Even in cases where AI can’t adequately handle the complexity of a planned piece of content, it can often help content managers and writers take the guesswork out of the planning process. For example, AI can help conduct initial topic or keyword research. It can also create comprehensive outlines, detailed content briefs for writers to work from, and so on.
Proofreading
Many popular writing assistants like Grammarly and Hemingway are AI-powered and have been widely accepted parts of the content creation process for years now. Such tools remain staples for numerous writers, proofreaders, editors, and content managers, thanks to their efficiency and ease of use.
Real-world examples of AI use in modern marketing
Curious how top brands are using AI tools to reach audiences and streamline marketing workflows? Take a closer look at the following real-world examples:
- Netflix: Naturally, you know Netflix is pretty on point when it comes to recommending content you might enjoy. It’s because the streaming giant uses cutting-edge AI technology to analyze past behavior and preference trends and customize your experience. Netflix even tailors content thumbnails to align with what you seem to prefer.
- Amazon: Amazon uses AI-powered predictive analytics to get a read on consumer behavior and make educated decisions about which products to show people (and when). This helps boost conversion rates, keep customers satisfied, and improve brand reception.
Numerous brands are also leveraging AI to handle tasks related to customer service, customer segmentation, content scheduling, content delivery, and reputation monitoring — all uses that can further complement examples like those mentioned above.
Differences Between AI Content and Human Content
When ChatGPT first hit the content scene, it seemed like a magic solution to every problem content marketers face, from brainstorming new ideas to keeping output speeds high. But it soon became clear that, while AI assistants and other tools can definitely make content production teams more productive, they’re far from capable of fully replacing human writers, editors, or thought leaders. Here’s a closer look at the differences between AI-generated content and human-crafted content.
AI content
AI content is certainly a fast, easy solution for generating mountains of original content without breaking the bank. However, as Google itself will tell you, quality wins over quantity every time. AI content tends to be flat, monotonous, and shallow. It often lacks the depth, personality, and sparkle that human creators bring to the table — and it can be prone to major potential issues like factual errors or copyright infringement.
Therefore, over-relying on AI content to fuel a given content marketing strategy can lead to even bigger problems. Important pieces of content can fail to resonate with human audiences and drive conversions if they’re fully AI-generated. Hard-earned authority cred and SERP rankings can also take a dive: Google frequently penalizes sites that post content with a high probability of being AI-generated.
Human content
Human-crafted content naturally takes longer to produce and requires more of an investment in your content strategy. But it also offers perks that AI just can’t deliver at the same level (yet). Human writers are capable of genuine original thought, creativity, and insight. They also write from a place of experience and expertise that lends value to key content pieces.
Leveraging teams of human writers can still be cost-effective and scalable if you seek out the right content solutions. For example, trusted content creation platforms like Crowd Content provide ongoing access to large talent pools that include subject matter experts, certified professionals, experienced copywriters, and other professional content creators.
Ready to explore the potential the right professional writers can bring to your content strategy? Explore Crowd Content’s catalog of professional content creation services today, including article writing, copywriting, and ghostwriting options.
How Does AI Help Complete Writing Tasks?
AI technology shouldn’t be approached as a potential replacement for human writers. Instead, we should think of it as a tool that can help human writing teams stay on task. The following are just a few examples of solid ways professional content managers and writers can use AI technology to streamline current content production processes and make them more efficient.
Brainstorming and ideas
Writer’s block is an occasional problem for even the best, most experienced writers out there, especially when they’re responsible for managing multiple content channels, blogs, or social media accounts. Anything that can help get creative juices flowing again is a plus.
AI tools can be highly effective at this. They can help brainstorm suggestions for relevant writing topics, ideal keywords to use, trending topics to chime in on, and unusual angles to explore based on your target audience.
Structure and outlines
Many writers use AI to hammer out the basic structure of a piece they’re planning before actually sitting down and completing the writing process. AI tools can assist by generating helpful sample outlines from start to finish, as well as suggesting headings, chapter titles (for longer works), social media captions, etc.
Draft creation
Although most professional writers don’t use AI-generated text extensively, AI can be useful for creating rough drafts or streamlining the creation process for certain content types (e.g., large-volume product descriptions or social media captions). Some writers also specialize in humanizing AI-generated content for clients and brands, which may involve fact-checking, personalization, editing, and general enhancement to help text flow more efficiently.
Research and optimization
Although savvy writers understand that AI can be prone to errors, it can still be a helpful asset for initial research or data analysis. Many AI programs also help take the guesswork out of optimizing a specific piece of content for SEO or to suit a specific audience.
Proofreading and flow
Indispensable tools and proofreading assistants like Grammarly help writers bring their A-games to the table every time they sit down to write. Such tools help catch spelling errors, proofread for grammar, suggest stylistic changes that may help flow, etc.
Popular tools of the trade
With the explosive growth of AI technology and writing assistants, there’s currently a whole wealth of content creation options out there to explore. The following are some of the most popular, widely used options:
- Grammarly: If a particular content creator uses only one AI-powered tool, the chances are pretty good that it’s Grammarly. Grammarly offers writers perks like real-time spelling, grammar, and tone suggestions. However, like most AI-powered tools, it should still be used with care, as its suggestions aren’t always correct.
- Jasper: Jasper can take a lot of the guesswork out of targeting the right audience and clarifying your message. It can also help speed up the creation process. However, Jasper also isn’t 100% correct all the time, and some creators find it expensive.
- ChatGPT: ChatGPT is fast, accessible, and free — all great assets in a content creation program, especially for those new to AI. However, it’s also error-prone. Plus, the more familiar people become with ChatGPT, the easier it gets to identify the content it creates.
- Midjourney: For content creators in need of a never-ending cache of original graphics to accompany blog articles, social media posts, and client copy, Midjourney is a great tool to have in your back pocket. However, you do need a working understanding of Discord to use it, which can be intimidating to new users.
Do AI content detectors actually work?
AI content detection tools, like Originality AI and GPT Zero, claim to be able to detect AI-generated content. But it’s important to realize that detection tools work by scanning for certain content patterns that some human writers also tend to use. As a result, these tools can’t always be trusted, and results should be taken with a grain of salt.
Content managers in need of a reliable way to detect potential AI content may be better off looking for common tells like:
- Strange phrasing and overblown word choices
- Repetition and talking in circles
- Flow and sentence progression that are too predictable
- Marked lack of depth, personality, or human insight
Ethical concerns associated with AI-generated content
As exciting and useful as generative AI technology can be, it’s crucial for writers and content managers to be mindful of how they use it. At present, most of the large language models (LLMs) used to train AI tools present ethical concerns related to copyrights. The ease and accessibility of generative AI is also impacting the livelihood of real human writers, so it’s in everyone’s best interests to commit to ethical, responsible use of AI tools. Here are some best practices and tips to keep in mind:
- Make AI a supporting player in your ongoing content creation routine, as opposed to the headliner. AI is most ethically used when leveraged to support human creativity rather than replace it.
- AI-generated content should always pass through human hands before publication, meaning it should, at a bare minimum, be revised and thoroughly polished by a skilled human editor.
- If created content is either 100% AI or contains a considerable amount of AI-generated material, it’s ethical to disclose this to your audience, clients, publisher, etc. — anyone with a vested interest in the origin of what’s been written.
- Avoid using AI to mimic the styles of other writers, artists, or creators. Instead, leverage it to complement your own unique style and bring out the best in it.
- Responsible creators check AI content for factual accuracy, potential plagiarism issues, etc., before using it further. It’s also advisable to scan output for cultural, ethnic, or gender-based biases that could alienate readers.
Practical Tips and Best Practices for Integrating AI Into Your Workflow
Thinking about making today’s hottest AI tools and platforms a part of your brand’s ongoing workflow? Check out the following expert tips and best practices for putting AI to work for you.
Use AI to complete repetitive tasks
AI is awesome for automating tasks that can be repetitive or monotonous for humans, speeding up processes, and taking the possibility of human error out of the equation. (Data sorting and analysis are terrific examples.) Many content marketing teams also use it to streamline email marketing campaigns, segment customer databases, and identify important consumer or web visitor behavior patterns.
Start small and take it from there
As with most new tools and marketing methods, implementing AI-powered techniques and tools works best when you take things one step at a time. Pinpoint one or two specific tasks you could use help with and experiment a bit to get a feel for what works. For best results, choose use cases that align well with your long-term content marketing goals and business objectives.
Include key team members
If you’re responsible for a larger content production team, be sure to consider potential resistance to change. Many people have trouble with change under the best of circumstances, and there are certainly those out there who are apprehensive about using AI in particular. Involve leadership and management personnel in the integration process, and come up with a plan for making the transition smooth for everyone.
Experiment with different approaches
No two brands are alike, so no two approaches to content creation should be, either. What works like gangbusters for your peers may not work for you at all when it comes to deciding where AI fits into your workflow. For example, if you don’t really have a use for AI-generated written content but could really benefit from a way to generate original images, forgo ChatGPT in favor of Midjourney or DALL-E. Try some different approaches on for size and see which ones fit your brand best.
Embrace ways to distinguish your work
If you’re a content writer interested in streamlining your workflow with AI, go in with a full understanding of its limitations. The major pitfalls associated with AI content are woodenness, errors, and shallowness. It’s fine to use AI to stitch together the bones of a terrific potential article, but it’s up to you to add the personality, depth, skill, and creativity only a human writer can bring to the table. Consider how you can leverage those qualities to breathe life and vibrancy into AI content.
It’s also worth considering ways to distinguish yourself as a content creator and service provider. Basic writing skills don’t quite cut it anymore in a day and age when clients can simply go to ChatGPT and get free content that accomplishes the bare minimum. Choose a niche to specialize in, focus on a unique quality only your writing has, or explore other ways to set yourself apart.
Explore professional services
If you’re a brand manager or a business owner and you’re not quite sure what the next step is when it comes to AI workflow integration, you can always leave the job to professionals. Top-tier content production services like Crowd Content specialize in offerings that can easily factor AI into the mix, if that’s what you’re interested in.
For example, you can connect with professional editors with a knack for humanizing AI-generated content and making it sparkle on a level that’s sure to resonate with your audience. You can also hire subject matter experts, professional copywriters, and other content creators to add that ever important human element to your content team. Use AI to help out with filler content and automated tasks and leave the creative tasks and important content pieces to human experts.
Human Ingenuity and AI Efficiency: The Importance of Combining the Two
As helpful as the right AI-powered tools can be, they’re simply not capable of managing content creation all by themselves. You need real, creative human beings working side by side with artificial intelligence to maximize its potential. Here are some suggestions for how to accomplish this:
- Ensure the efficiency of AI-powered automation by having eagle-eyed humans oversee automated tasks.
- Make AI-generated content, images, etc., shine by adding your own touch to the mix. Hire skilled editors to humanize AI-written content, integrate AI-generated artwork into a larger approach to graphic design, and so on.
- Track and analyze the performance of any AI-assisted content you publish. Use the insight you gain to make future campaigns even more successful.
- Keep up with emerging trends, product updates, and algorithm shifts that could affect the role AI should play in your content creation strategy. Make adjustments accordingly.
- Factor ethical AI use into your ongoing content creation campaigns. Leverage it in ways that are wholly respectful of human content creators and artists.
How Crowd Content helped TRIBBUTE complement AI use with human know-how
Curious how a successful partnership between emerging AI technology and unparalleled human expertise looks in action? Consider the following case study from Crowd Content.
Boutique marketing agency TRIBBUTE already had their content approach covered when it came to factors like paid advertising and AI-powered content creation. However, that wasn’t enough on its own when it came to engaging audiences. TRIBBUTE turned to Crowd Content to add much-needed human expertise to their high-level content.
Crowd Content came through by hand-picking skilled human writers to tackle TRIBBUTE’s top-tier content needs, including tasks that required high-level technical expertise. The result was a 25% increase in organic impressions over the course of a month and a 5%-8% increase in conversion from human-enhanced content pages — just a taste of what a partnership between AI efficiency and human ingenuity can accomplish together.
Is AI Really the Future of Content Creation?
It’s a given that AI technology has already had quite the impact on the world of content marketing. Some of that impact has been negative — many writers really have lost work to AI-powered content solutions like ChatGPT and have been forced to innovate and pivot to stay relevant. But AI also has the potential to free up human talent for more important work by automating repetitive tasks, helping writers blast through writer’s block, and making content production teams more productive overall.
So, yes, AI is the future of content creation, but not all by itself. Even the best AI tools will always require human beings to oversee processes and add the irreplaceable human spirit to content that forges valuable connections with audiences.
Ready to take your content approach to the next level? Let Crowd Content put together a winning content strategy for your brand that includes original content, AI content humanization, and top-tier management services. You’ll love the difference the right expertise will bring to your brand image.
