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The Future of Content Creation: Will AI Replace Content Creators?

  BlueTone Media

Marketers worldwide are increasingly turning to AI-driven platforms like ChatGPT and Gemini to speed up their content creation process. In fact, 73% of marketers admitted to using generative artificial intelligence tools in some form in 2023 (Statista ).

However, this brings up one big question…

Will generative AI eventually replace human content creators?

In short, the answer is no. As long as people continue craving real, authentic content, there is always going to be a need for a true human touch.

But, AI is definitely changing some things. Read on as we explore the opportunities and limitations of AI for content marketing in 2024.

What is Generative AI?

Generative AI uses natural language processing (NLP) and machine learning to analyze large amounts of data and identify patterns. By mimicking these patterns, AI tools produce text and images that can appear authentic. 

With a simple prompt, marketers can ask generative AI to do things like:

  • Brainstorm ideas for social media content
  • Outline and optimize blogs and articles
  • Create or edit realistic visuals
  • Generate lists keywords and keyphrases related to a certain topic
  • And more!

Pros & Cons of Generative AI For Content Creation

Reasonably, the emergence of such powerful technology has sparked some heated debates among marketers. But from what we’ve seen, AI isn’t all good OR all bad. 

Benefits of AI-Generated Content Marketing 

  1. Boosts productivity: The biggest opportunity of generative AI is increased efficiency. Essentially a new kind of search engine, these tools cut down on time traditionally dedicated to ideation, research, and fine-tuning, allowing marketers to generate more content in the same amount of time.

  2. Enhances content quality: With extraordinary information synthesis power, AI consistently provides comprehensive, relevant content tailored to your needs. Not only that, but generative AI tools can review and refine copy for the greatest impact with your target audience. 

  1. Reduces creative block: Even the most gifted content creators occasionally run out of creative juice. When this happens, finding inspiration can feel like attempting to ski uphill. AI’s brainstorming capabilities help creators quickly overcome such hurdles. 

  1. Minimizes human error: Generative AI tools are trained with a TON of data – more than any human brain can handle. So, grammatical and spelling errors are far less likely (though you may run into factual inaccuracies).

  1. Increases scalability & adaptability: AI can generate content on various topics, formats, and even languages, allowing you to cater to diverse audience needs.


Limitations of AI-Generated Content Marketing

  1. Lacks originality: If not used properly, content created by AI can bring up plagiarism concerns. It relies on existing data, limiting its ability to create truly new ideas. The more authentic the content seems, the more it will appeal to your target audience, anyway.

  2. Can lead to misinformation: If the data informing the AI generator is incorrect or incomplete, those inaccuracies will translate over to the content it provides. Unless you fact-check, you may unintentionally spread false information to your customers.

  3. Misses valuable context: Some context might not be a part of the AI generator’s data pool. There may be components of your business that haven’t been translated effectively to AI tools – or really anywhere online for that matter. 

  4. Can reduce authenticity: Generative AI essentially regurgitates information that’s already out there for everyone to see, lacking the ability to provide real-life examples, quotes from experts, or anything else too specific or personal.

  5. May not match your brand voice: Although AI generators can customize written content in a wide range of tones, there’s no guarantee that the output may not perfectly capture your unique brand voice.

 62% of consumers say they are less likely to engage with and trust content if they know it was created by AI. (Hootsuite)

Ethical Concerns of Relying on AI For Creative Work

The practical limitations aren’t the only reasons some marketers refuse to launch into full-blown AI takeover. Generative AI falls into ethically-questionable territory. 

Some of the main ethical considerations are: 

  • Bias & discrimination: Generative AI models learn from the data they were trained on. If this data underrepresents a particular race or group of people, the output may be biased or even discriminatory.

  • Transparency: Readers have a right to know the source of information online. It’s generally best practice to disclose that you’re using AI to generate content in the marketing scene. If your business values transparency and trustworthiness, this should be standard practice.

  • Potential inaccuracies or plagiarism: There’s no guarantee the information AI pulls from is 100% accurate. Furthermore, AI tools may unintentionally reproduce existing content without adequate attribution, which could be seen as plagiaristic. 

  • Accountability: Who’s to blame when content is incorrect, biased, or unoriginal? Most would say this still falls on the content creator, even if they used AI to produce the information. Do your due diligence to fact-check, review, and edit any AI-generated content before publishing.

  • Can just create more noise: A good number of content marketers have started using AI to create TONS of content quickly and efficiently. But if everyone starts sharing loads of unoriginal content, suddenly you just get a lot of clutter, and everything becomes less meaningful. This will make it even harder for brands to make themselves stand out. 

Ultimately, human oversight is critical if you want to use AI for content creation. That means no lazily copy-and-pasting AI-generated content onto your website. Take the time to fact-check with subject matter experts and customize content for your specific audience and business.


AI-Generated Content & SEO

AI can optimize for SEO, but only to a point. If all marketers decide to rely on AI to create SEO-friendly blogs and web content, eventually, nothing will be unique or “original.” Google still prioritizes content that users actually want to see – stuff that’s engaging, relevant, and provides something new and interesting.

“AI's flipping the SEO game on its head, making search engines smarter at getting what you're really after. That means that it's time for marketers to ditch the old keyword cram sesh and start crafting content that's actually worth your time – stuff that's informative, engaging, and right on the money.

As AI keeps leveling up, it's all about quality and hitting the right notes, making sure what you read vibes with both the search bots and us, the real deal (...human) readers.

Plus, with AI tools in the mix, spotting hot content topics, tuning in for voice searches, and tailoring experiences just for you are becoming the secret sauce for staying on top of the digital marketing game.” 

—Hayden Jarman, BlueTone Media Digital Marketing Manager


A Future of Collaboration: Humans & AI Working Together

Back to our central question…Are AI tools doing away with human content creators for good? 

Not likely.  

We expect there will always be a limit to the personalization and authenticity AI tools can offer. That being said, marketers who fail to utilize generative AI to augment their content creation efforts will miss out on a valuable opportunity to save time and produce content that will resonate better with their target audience.  

“Moving into 2024, the top two marketing trends we’re seeing are an increased use of AI for marketing and a bigger emphasis on maintaining a human approach to marketing. Seems like a contradiction, right? 

It's important to realize that AI tools are just that: tools. 

Our team is treating AI the same way we treat platforms like SEMRush for SEO data or Google's Keyword Planner for setting up paid ads. We aren't letting it generate our content, but we are using it for ideas or to improve upon what we have created.”

— Alissa Overholt, BlueTone Media Director of Marketing


Technical Expertise AND A Personal Touch: Our Recipe For Content Marketing Success

If you take away any one thing from this article, it should be this…

Generative AI is a tool – not a replacement. 

To succeed with AI-generated content in an increasingly cluttered digital landscape, you need a strong technical understanding of SEO and a critical eye to ensure you’re still producing content that is valuable, authentic, and original. 

Tired of pushing out loads of content without your desired results? Hop on a call with our team. Together, we’ll help you build a content marketing strategy that actually works!


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