One would think only a human could create complex, high-level projects and campaigns. But, what if a computer could generate useful marketing content? We might not be too far away from that reality. Tools like generation analytics and predictive analytics will give AI a good amount of the creation process, and in some cases, allow it to generate content. Associated Press is already using AI to create some of its news content.
The benefits of AI for content marketing are impressive, including research, outcome tracking, and microtargetting. AI is already capable of turning a financial report into a press-release style news article, creating product descriptions based on standard manufacturer copy, curating content for social media, and translating other types of collected data into more readable text that’s customized for specific users on a massive scale. As artificial intelligence is getting better at editing content, it will also help to streamline the process of content creation and reduce costs.
For the everyday human, it’s not yet evident if AI will be the help or the competitor. What is likely is that AI could force content creators, from copywriters to videographers, to perfect the human elements of content – weaving the brand story, evoking the right emotion and pushing the boundaries of creativity and imagination.
With these new applications, the emphasis will be less about putting sentences together and more about mastering the technology—learning how to fill in a complex template and manipulate its features and options so it spits out the kind of content you desire. And, of course, spending more time on the strategy of what kind of content you want in the first place.
The main downside of AI created content is the rise of fake news. Facebook has had to take steps to combat it, and emerging private businesses are developing opportunities around the filtering out of false information. Gartner has recently predicted that by 2022, “most people in mature economies will consume more false information than true information.” The research firm also warned that while AI is proving to be effective in creating new information, it’s equally effective at distorting data, which results in false information.
Because of this, brands are going to have their work cut out for them. As brands increasingly function as publishers and curate their own content, fact-checking and data cleaning will become more and more important — and take more resources. AI has the potential to assist in the automation of these tasks, but hybrid marketers skilled in interpreting and cleaning your data will be key. Whatever the specific marketing application, your AI tools will need clean, optimized inputs, as well as experts in place to make sense of the outputs.