Individuals and businesses are leveraging artificial intelligence (AI) to improve productivity, streamline operations, and enhance customer service. In fact, research shows that more than half of organizations use some form of AI to automate various aspects of their companies. As artificial intelligence technology revolutionizes numerous sectors, content creation is no exception. With the ease and speed of AI writing tools, content creators everywhere are asking themselves, “Should I or shouldn’t I use AI to write my content?” The answer is…maybe.

Should Marketers Use Artificial Intelligence to Generate Content?

With AI tools that generate website copy, blogs, sales emails and social media posts at the click of a button, it’s easy to be tempted by the promise of quick and easy content production. While these tools can save valuable time and free up professionals to focus on more critical tasks, there are potential consequences that marketers should consider. Here are reasons to think carefully before jumping on the AI content-creation bandwagon.

1.  AI-generated copy can be inaccurate.

Artificial intelligence tools are only as good as the information they are trained on. Because algorithms work by analyzing pre-existing content already available on the internet, the models can produce inaccurate or outdated content. AI-generated content also presents “facts” without providing supporting sources. Inaccurate or inadequate content can damage a company’s credibility and reputation. While AI strives to ensure accuracy, it lacks the human experience and intuition necessary to perform this critical task effectively.

2.  It lacks personalization and creativity.

No one knows your brand and audiences like you do. If you rely on AI to write your content, chances are it will be less relevant for your audience than if you wrote it yourself. Humans possess creativity, emotional intelligence, empathy and passion that artificial intelligence cannot replicate. Additionally, today’s consumers are not easy to fool. They know when they read something written by a machine or by a human.

3.  AI-generated copy can make you sound like everyone else.

Creativity is the foundation of effective content creation. Artificial intelligence tools leverage content already written around the topic you are writing about. As such, content generated by these tools has already been written before. Unoriginal, unimaginative and off-brand content fails to communicate a brand’s unique value proposition and prevents messaging from standing out in a competitive marketplace.

4.  Search engines don’t favor AI-generated content.

AI content generators work by searching the internet and piecing together copy that fits the requested format, keywords and other user input. In addition to lacking quality and consistency, content that is compiled from multiple sources can violate Google’s “stitching and combining content” guidelines. Search engines also flag plagiarized content or copy that lacks proper flow, driving pages and websites down in search engine rankings.

5.  Legal and ethical concerns cannot be overlooked.

AI-generated content often produces content that mimics existing materials on the internet. This infringes on copyright laws and can open companies up to claims of plagiarism. Additionally, these tools may inadvertently produce content that is harmful or offensive to certain readers, irreparably damaging a company’s reputation.

Think AI-Assisted, Not AI-Generated

While AI content-generation tools can be helpful for brainstorming and overcoming writer’s block, they are just tools. No matter how sophisticated artificial intelligence becomes, there is no substitute for human experience, creativity, passion and understanding. To create engaging, authentic and meaningful content, businesses should proceed carefully when using AI content generation tools. The best approach is to use artificial intelligence to assist human copywriters rather than replace them entirely. By leveraging the power of artificial intelligence with human creativity, companies can maximize efficiency while creating compelling, authentic and original content for their audiences. Want to learn more about how to create unique and impactful content that drives results? Schedule a call with our team today.