AI in content marketing – where are we at?

AI vs. intern. Who will win in the battle of the content?

Note from Copestone team: This is one version of two blogs published at the same time and written on the same subject. However, one of these blogs has been carefully researched and written by our copywriter Eliza, while the other has been written by an AI content writing tool. See if you can spot which is which. Find the second blog here.

When we talk about artificial intelligence (AI), we tend to imagine a world where superintelligent computers have left human beings redundant and autonomous machines run society.

Computer uprisings. The Terminator. AI takeover. These are just some of the phrases that come to mind.

But before we offer any kind of judgement on the likelihood of this, first we’ve got to understand what AI is.

What is AI?

Artificial intelligence is the development of computer systems that can mimic human intelligence and perform tasks that are normally undertaken by humans. This can include visual perception, writing, translation, speech recognition, and even decision-making.

What makes this possible is a process of pre-programming, though really it is much more complex than this. These machines are taught algorithms that enable them to make predictions and undertake decisions by drawing on historical data, rather than being explicitly programmed with an answer. It is this process that earns it the word ‘intelligence’, as by referring to past information the machine can appear as though it is thinking for itself.

Is this the same as machine learning?

The short answer to this question is – no.

This is a common mistake, so it’s worth emphasising that the terms ‘AI’ and ‘machine learning’ are not synonymous with one another. While AI refers to the ability of a machine to mimic human cognitive functions such as problem-solving, machine learning is the process of using data to help a machine improve without direct instruction. This could include giving a computer unlimited access to data or attaching it to the internet so it can draw on the information there to learn for itself. This enables a machine to continue teaching itself and improving in its functions by drawing on experience, rather than relying on humans to input the algorithms into its system.

An example of this would be if you were using a computer to process large quantities of data. If the computer in question was programmed with a machine learning algorithm, then it would result in it getting faster with time and improving its methodology by drawing on the experience it gains. The idea might be that eventually the computer would be able to process data at a greater rate than any human, and even spot patterns or identify anomalies that a human would struggle to address. This way, it could theoretically ‘outlearn’ us.

So, how is AI used in content writing?

AI writers refers to software tools that draw on data and learned algorithms to create human-quality content. Put simply, it is a computer that can write on its own.

This can range from basic tools to help with grammar and structure, to software that is capable of writing a whole blog from just a few key phrases.

Some examples of current software include Jasper and Rytr, which can both craft original articles. You simply choose the template you want – whether it’s a blog, a headline, or an advert – input some key phrases and within seconds the content has been written for you.

Other software tools that are routinely used include Grammarly and Hemingway, which both market themselves as writing assistants. Rather than generating content for you, they take what you’ve already written and improve it by reviewing spelling, grammar, and punctuation, and offering appropriate alternatives to improve the clarity and engagement of your work.

AI writers can mean opportunity

What AI writing software is very good at is generating content quickly. If you’ve got a hundred product descriptions that need writing or a collection of general blogs you want to publish, then using AI writers can save you a lot of time and effort.

Copywriting can be repetitive, especially if you need a large quantity of very similar content. However, if a machine is programmed with the instructions and key words to produce it, then it could generate this copy for you. And depending on the quality of the software, all you would need to do is edit out any awkward phrasing afterwards – though if you’re using a high-quality tool then even this step could be saved.

AI content writing tools can also be useful to help you generate ideas. If you’re not sure where to start with a blog, you can input some key phrases into the tool and take inspiration from what the machine generates. Or it might even throw up something that you didn’t think of. This is because AI writing tools can analyse huge volumes of data and find links at a speed that no human could ever match.

Now for the downsides

This may be pointing out the obvious – though the capabilities of some AI tools make it easy to forget – but AI writers don’t actually know what they’re writing about. Despite the ‘intelligence’ label, these machines don’t have any thoughts or emotions and can’t understand what they’re writing in the way a human would. Any information they generate has been programmed or taught and then stored in their algorithm for future use.

This means that one of the limitations of AI writers is that while they’re very good at producing content on general topics, they would struggle generating more technical copy. This is not necessarily a long-term limitation, as AI writing tools will continue to learn and expand their capability as more and more data is programmed into them. However, at the stage we’re at currently, if you need content written on a complex and technical topic then an AI writing tool might not be your best bet.

AI writers are also incapable of empathy and can’t understand what they’re writing in the way that a human can. This limits their ability to respond accordingly to what they’re writing with adjustments in tone, or sensitivity of language. They also can’t express opinions in their writing. So, if you’re looking for personality in AI writing, look elsewhere!

Human versus artificial: finding a balance

So, how close are we to replacing content writers with computers?

The truth is, we’ve still got a way to go.

When you employ a content writer, you know they will be equipped with the knowledge and expertise to create the technical copy you require. Currently, the same can’t be said for AI writers. And yes, it might be that an AI writing tool could produce the work of a very junior copywriter or intern, but without those years spent writing basic copy how would we ever train people up to be high-level, technical content writers?

This is a pattern that can be found across many industries, not just marketing.

Last year, an experiment was conducted to compare the performance of AI versus experienced histologists in identifying signs of breast cancer. The findings showed that AI tools were able to work quickly to identify abnormalities described as ‘easy to spot’, though they were more likely to miss the signs that only an experienced histologist would recognise. Therefore, the outcome was that a combination of both AI and human detection would be the best solution.

As with most things, finding a balance is the recommended action.

Empathy in business

Marketing is all about empathy. It’s about understanding how customers think and creating content that changes how they feel. As a business, we know that this is the most important factor behind any of the copy we write.

AI is a powerful tool and will inevitably come to be an intrinsic part of copywriting. But it’s a long way from being human.

And I think it’s safe to say we’ve got a while before we’re replaced. We hope!

If you’re looking for an empathetic, experienced, and – crucially – human copywriter to craft your brand’s content, contact us today. We’re always happy to talk in person or virtually to discuss your business needs.

For similar blogs, read our blog on the future of artificial intelligence in content writing. 

If you need support to write engaging, audience-driven content for your B2B brand or agency, contact Copestone today.