AI could disrupt content marketing

Artificial intelligence tools can hinder or facilitate content marketing and search engine optimization.

Content marketing is the cornerstone of many businesses, especially those looking for ongoing customer relationships.

But content production has changed since OpenAI released ChatGPT 3.5 in November 2022. Generative AI has made content creation faster, easier, and relatively less expensive. However, this does not necessarily mean that the content has improved.

Here’s why:

ChatGPT 3.5 allows you to create content faster, easier, and cheaper. Is it good?

nothing new

Around 2024, generative AI will not generate new ideas or even generate its own conclusions. Rather, it regurgitates the information you have indexed.

Generative AI is better at some tasks. For example, gen-AI search results often answer queries on-site, which is convenient for users but not for website owners.

However, creating content by filling in generative AI prompts certainly doesn’t offer anything new. Instead, an article similar to other articles on this topic will be created.

Careful prompting and editing can help, but lack of originality is a fundamental problem when using generative AI for content marketing.

There is no reason to rank

Google has announced that in 2024, it will no longer penalize websites for using AI-generated content.

Nevertheless, if the content your company publishes is the same as any other online content, Google and other search engines have no real reason to rank your content.

Search engines want to rank content that shows expertise, experience, authority, and trustworthiness. Therefore, simply taking the output from generative AI may not lead to content worth ranking.

not your brand

A key ingredient to successful content marketing is a consistent, clear brand voice that resonates with your audience.

A good example is Mr. Porter, a men’s clothing manufacturer. On his blog, “The Journal,” he shares his unique profile and offers modern apparel with his own opinions. AI-generated content can miss these nuances, leading to content that feels generic or disconnected from your brand identity.

In other words, AI may not be able to capture audience needs, preferences, and feedback the way human-generated content can.

If a company has built a reputation as a bold, strong brand that supports environmental causes, a half-baked structure can change customers’ perceptions of the company.

Mr. Porter’s The Journal features original and opinionated articles on men’s clothing, including profiles of NFL players.

it’s not correct

Large-scale language models and other AI tools routinely introduce inaccuracies.

For example, in August 2023, the Associated Press announced: article The title is “Chatbots sometimes make up things. Can we solve the problem of AI hallucinations?”

“If you spend enough time with ChatGPT and other artificially intelligent chatbots, it doesn’t take long for them to start spewing lies,” wrote Matt O’Brien of the Associated Press.

“This phenomenon, which has been described as a hallucination, a confabulation, or simply a hoax, is currently a problem for all businesses, organizations, and high school students looking to deploy generative AI systems to create documents and get work done. It has become.”

The most egregious ones have recently come from Google’s Gemini and Adobe’s Firefly.

In February 2024, Gemini made headlines for nearly refusing to produce images of white people because they were programmed with diversity in mind. This programming resulted in images that were so inaccurate that Google CEO Sundar Pichai sent an email on February 27, 2024, mocking Gemini’s apparent bias.

In March 2024, Adobe’s Firefly reportedly created a historic image that favored diversity over truth.

Content marketers need to be wary of “illusions” and bias.

not your content

Piracy is an emerging issue with AI-generated content in two ways.

First, there is a current legal battle going on between OpenAI and Google over whether they have the right to use copyrighted material to train models. The New York Times lawsuit against OpenAI and Microsoft is perhaps a prime example. The court is expected to resolve these copyright issues, but the outcome could impact the use of gen-AI in content production.

Second, the AI ​​content generator may plagiarize. According to , plagiarism detection software found that approximately 60% of the copies produced by ChatGPT 3.5 were plagiarized. Axios Report February 2024.

Content marketers should check AI-written copy before using it.