ChatGPT has taken the Internet by storm. It was greeted with enthusiasm but also caused many concerns among content creators. Is AI going to replace humans in the near future? Does ChatGPT have the potential to create cost-effective, high-valuable content which will help businesses thrive? Let's find out!
ChatGPT is the "fastest-growing consumer application in history," according to research conducted by UBS with estimated 100 million active users per month. And it’s been less than 3 months since it launched!
Is the Matrix scenario going to come true? Is the rise of robots inevitable and the doom of humanity is near? Or rather, is AI going to steal our jobs and replace humans as content creators, musicians, and artists? Some people think it’s true and they predict that ChatGPT will soon replace humans.
But, is it true? How good AI-generated content really is? Does it have the potential to write “just like Stephen King”, imitate Terry Prattchet's witty humor, or create a criminal mystery worthy of Agatha’s Christy approval?
I decided to take a closer look at the AI possibilities and ask specialists from the marketing and SEO industry for their opinion on the matter.
Disclaimer: This article’s been written entirely by a human writer, and AI had nothing to do with it (at least not yet).
AI’s Going to Replace Humans as Content Creators - Or Is It?
The AI topic blow off at the end of 2022 when OpenAI introduced its new, free-to-use chatbot ChatGPT. As you can see from the Google Trends graph the history of ChatGPT is the real ''from zero to hero'' one.
People were keen to check what’s the fuss about and to try the possibilities of this new tool. As always, when new technologies arise, there are voices raising concerns about job safety. This time they seem quite legitimate as ChatGPT can produce a piece of content that seemingly might be a cost-effective solution for businesses.
So, is content writers’ job at risk? Are they going to be replaced by artificial intelligence?
According to specialists, AI is not going to replace human content creators anytime soon. Mainly due to the fact it lacks human creativity and imagination and can not replicate the personal touch that only an actual person can provide. Also, AI can only generate text from the sources it already possesses. No new ideas or data can be created unless we, humans, provide it first.
Below you can see some of the messages I received from the specialists which confirm that in their opinion AI is not an alternative to a human content creator.
AI won't replace humans completely, but it will help increase productivity, which could translate into fewer copywriters being needed. Even when generating content using neural networks on a large scale, you will still need someone with high linguistic skills to plan and supervise the whole process, and edit the final result if necessary.
Despite all the headlines, fearmongering and fanfare, I do not believe that AI will ever completely replace humans in the content creation process. While AI can certainly automate and streamline certain processes, such as data analysis and repetitive tasks, the creativity and emotional connection that comes with human-created content is still unmatched. Additionally, AI still lacks the cultural context and human experience to truly understand and connect with audiences in the same way that a human content creator can.
In my opinion, the development of content by AI will never be without the need for human input and oversight. This is essential to ensure that the information will be correct, pertinent, and acceptable. Humans are required to offer AI algorithms with direction in the form of deciding what kind of content should be developed, what tone and style should be employed, and what information is required.
Copywriters can breathe a sigh of relief because, for a long time to come, AI will not be able to create texts without human supervision. Artificial intelligence needs proper direction and correction of errors, adding elements that will increase readability and improve the reception of texts by both readers and Google. Content generators will be great for time-consuming and repetitive content generation tasks but will not replace a copywriter's unique style and exciting insights.
AI has the potential to automate certain aspects of content creation, such as research and data analysis, but it is unlikely to replace humans entirely. AI has the potential to help humans make more informed decisions, but its capabilities are limited when it comes to creativity. Content creation requires an understanding of the audience and the ability to express ideas through meaningful language. This is something AI is not yet able to do.
And what does ChatGPT itself think about replacing human writers? Is it ready to take over the world of writing?
Interestingly enough its answer is similar to experts’ opinions.
Will some companies try to replace humans with AI to save some money?
For sure. But it is most likely that they will regret that decision as soon as they realize that AI-generated content is not as good as they imagined.
The Advantages of AI in Content Creation
AI undoubtedly has a lot of potential and advantages. If used in the right way, it can help with creating content, providing a base that can be used by a human to achieve the best result. No wonder people reacted to ChatGPT and similar AI bots with enthusiasm. They really can make our lives easier.
According to specialists, AI has the potential to transform the content creation process, allowing people to concentrate on the creative part of writing. As we already established, it is unlikely that AI will replace humans entirely as content creators. Instead, it will become a useful tool that will let human creativity thrive.
AI is going to change the content-creation industry, for sure. It's a fantastic tool that can give good writers the meat and potatoes of their content. People will have the ability to personalize and to learn how to edit for specific personalities in content. So it will change the necessary skills.
I can say with confidence that AI will play a significant role in content creation in the future. While AI is already being used for optimization purposes, advancements in the field are leading to more sophisticated AI tools that can generate high-quality content with minimal human input. While AI-generated content may not replace human creativity and originality entirely, it will certainly augment and streamline the content creation process. This will allow content creators to focus on the more complex and creative aspects of the job while relying on AI to handle the more routine tasks.
When it comes to basic content creation tasks (like gathering data or structuring text), AI can often do the job faster and more accurately than a human. However, when it comes to conveying emotion or providing nuance to complicated topics - AI just isn’t quite up to par yet. That’s because machines simply don’t have the same capacity for imagination that humans possess. They lack empathy and creativity which makes them ill-equipped for jobs that require these qualities.
I don't think AI will ever replace humans in content creation - but I absolutely think it can help to make us more efficient. AI can offer prompts for creative ideas and ways to rephrase or reframe content, and it can reduce elements research time by hinting at themes to include that may be related to the one you're writing about.
AI can serve as a complementary tool — a valuable writing assistant that can process a vast pool of data and suggest writing modifications, freeing up time and mental energy to focus on the creative aspects of writing. This helps writers streamline their workflow and create more compelling, high-quality content.
As you can probably guess, using AI to generate content is not all flowers and rainbows. There are some dangers, that we need to be aware of to keep the business's reputation intact.
Most importantly, AI has no fact-checking technology at its disposal. There is no guarantee that the content it creates is factually correct. The best example is Google’s response to ChatGPT - BARD. It failed on its first public appearance making an easy-to-verify mistake. Well, easy if you are an astronomy expert or enthusiast with great knowledge. Google’s employees couldn't catch that mistake which cost the company $100 billion in market value.
AI’s source of knowledge is the Internet itself. There is no guarantee that it will choose only a reliable source with accurate information. As we all know, the Internet is full of fake news and misinformation.
When I was in school, I found information that Napoleon Bonaparte died in 1812 ( when in fact it was in 1821 ). That mistake cost me a good grade on my school paper and a whole lecture on using the Internet as a source of information. Of course, I didn't realize I'd made a mistake until my teacher pointed it out.
That is exactly what AI needs - an experienced human who will verify all the information and make necessary changes. Without it, you might unintentionally put your company in a laughing stock or worse. As we can learn from Google's example, shareholders do not forgive mistakes and it might cost you quite a bit of money.
Even OpenAI, the creators of ChatGPT issued a warning:
“ChatGPT sometimes writes plausible-sounding but incorrect or nonsensical answers.”
What's the specialists' view on this matter? They agree that, when it comes to facts, AI can not be entirely trusted. It needs an expert who can catch the "plausible-sounding" mistakes and correct them. Without a human supervisor, we're risking publishing utter nonsense that can affect our reputation.
One of the main risks is factual errors. You have to keep in mind these tools are effectively hyper-advanced text autocomplete, and that they aren’t actually thinking like you or I do. It’s well documented that ChatGPT, for example, will present patently-false information. Publishing this could land your business or site in big trouble.
The biggest challenge with using AI is the temptation to simply take whatever it gives you at face value: we’ve learned to always insert human experts in the process to triple-check recommendations and apply product knowledge and context that the robot may otherwise be missing. This is “human in the loop” best practice for AI safety.
Since tools like ChatGPT use readily-available content from the internet in their knowledge database, it often shares incorrect and biased information. Brands have a responsibility to share truthful content that isn’t harmful to diverse groups, and right now, AI can’t offer that. Without human monitoring and care, AI could ruin brand reputations and present some serious legal risks.
Using AI to generate content is especially dangerous for the Your Money or Your Life websites. We wouldn’t like AI, which has never even been sick or paid taxes, to give us advice on sensitive topics. What we appreciate is the experience specialists have that can help us make good decisions.
What Is the Best Way to Use AI in Content Creation?
Having in mind all the dangers and limitations, AI is a great tool that can help us generate great content. We just need to use it wisely and be realistic about its capabilities.
So, what's the best way to use AI when it comes to content creation? Below you’ll find a few ideas from experts who know how to use AI to their benefit without falling into a trap.
AI can be used to summarize texts we already have written (e.g., in terms of meta tags, social media descriptions, or microcopy on the site). Another great way to utilize AI’s potential is content planning. AI can suggest ideas of what to write about or generate frameworks. It’s also great if you’re experiencing a writing barrier. AI can scrape out a few generic paragraphs, which later can be used to carve out something meaningful. For sure, it’s better than sitting for hours in front of a blank page and experiencing anxiety while deadlines are approaching.
I think it's worth using for automated editing and data analytics. AI can help analyze and process large amounts of data to provide insights and trends that can be used to inform content creation. It can also assist with editing and proofreading of content to ensure accuracy and improve readability.
AI's efficiency in going through keywords and phrases to suggest a better way to present an idea has made it more effective in creating content. It is less time-consuming as AI can analyze a vast amount of information and convert it into compelling content. This has allowed humans to devote time to other fields where more effort and creativity are needed. But in the end, we humans give our creative touch to make the content seem authentic.
It seems better suited to assist content creators in writing, not replace them. It can help develop content direction, offer helpful suggestions, and reduce the time it takes for writers to create content. AI allows writers to scale on a level they couldn’t otherwise.
In Content Marketing, AI is very useful for improving the quality of content, e.g. it really helps with rephrasing and rewriting. It also helps to overcome writer's block by giving writers a basic structure of the content piece and some ideas, so they don't have to write from scratch.
AI can help create valuable content when used appropriately. For instance, natural language processing technology can generate titles or summaries based on an article's contents; helping writers save time while also coming up with gripping leads they might not have thought of themselves. Similarly computer vision technology enables more accurate photo tagging than could ever be done manually--making sure your blog images always reach their intended audiences efficiently!
What Does Google Think About AI-Generated Content?
Since I started writing this article in early February, Google’s already changed its mind about AI-generated content. At first, it seems to be totally against it, quoting its spam policies.
When it comes to automatically generated content, our guidance has been consistent for years. Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies. - Developer's blog
Right now it seems Google is fine with using content generated by AI as long as it’s not written to manipulate the rankings. What does it mean? Tons of low-quality content created only to saturate a website with keywords is considered SPAM - it doesn’t matter if it’s man or AI-made.
This said it's important to recognize that not all use of automation, including AI generation, is spam. Automation has long been used to generate helpful content, such as sports scores, weather forecasts, and transcripts. AI has the ability to power new levels of expression and creativity and to serve as a critical tool to help people create great content for the web. - Developer's blog
As you already know, the content generated by AI is not really creative and tends to be generic and bland. Without a human writer who can edit and provide expertise on the topic, it won’t be considered valuable and helpful.
The conclusion for now ( because we all know Google might change its mind again ) is this - it’s ok to use the help of AI to create content. As long as it's valuable and in line with Google guidelines.
The Future of Content Creation
Is it impossible that one-day artificial intelligence will replace human content creators? No. But will it happen anytime soon? That’s rather unlikely. Just as we prefer to speak to an actual person rather than to a robot when we call customer support, we will still prefer stories and articles written by humans.
No robot can replicate our stories and experiences. At the moment AI is not good at replicating human creativity and individual voice. It can’t verify the facts it's using to create content and cannot come up with new ideas and data.
I would say that content creators can sleep peacefully. Yes, their job might change and evolve with technology, but it doesn’t have to be a bad thing.
Absolwentka Studiów Dalekowschodnich i Zarządzania Reklamą i Mediami na Uniwersytecie Jagiellońskim. Do Delante dołączyła w 2021 roku, gdzie rozwija się jako Junior Marketing Specialist. W wolnym czasie udziela korepetycji z języka japońskiego, dużo czyta i podróżuje po świecie. Interesuje się content marketingiem, japońską kulturą i sztuką oraz geopolityką.
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