Artificial intelligence is ushering in a new era of creation. And with it, it seems like there are new AI tools for content generation appearing on a daily basis.
Don’t Believe (All) The AI Hype
As with any leap in technology, there will be more hype than reality. There will be those companies that appear overnight promising big things. They’ll cash in, and be gone just as quickly before anyone notices it was all smoke and mirrors.
The number of articles breathlessly overselling the capabilities of AI is, well, kinda funny, if I’m being honest.
I read one just the other day where the writer, a “millionaire” who “teaches at Harvard” dropped some pearls of wisdom including: becoming an expert in 24 hours, creating a course, and having ChatGPT run all your marketing. If I took one of his classes at Harvard, I’d want my (parents’) money back.
But this is the kind of advice that’s out there. This guy apparently did not follow his own instructions to become an expert on AI in 24 hours, or he would have seen, maybe, the shortcomings of his plan.
Or maybe he wouldn’t. Maybe he’s one of these entrepreneurs who moves fast, breaks things, and doesn’t consider the consequences of what he’s advocating or practicing until the damage is done, and he’s got his IPO cash.
In other words, a “thought leader.”
Hazards of using AI Tools for Content Generation
Just for fun, I asked ChatGPT (GPT-4 model) if it could run all my marketing for me. Here was its response:
Yes, you can use AI models like ChatGPT in your marketing campaigns, but it’s important to understand their strengths and limitations. AI models like ChatGPT can help with many aspects of marketing, including:
- Content Creation: ChatGPT can generate content for blog posts, social media updates, product descriptions, and more. You just need to give it some guidelines and it will produce unique text content based on that.
- Email Marketing: ChatGPT can be used to write promotional emails, newsletters, and other types of customer communications.
- Chatbots: You can use GPT-4 for creating advanced chatbots that can handle customer inquiries, offer product suggestions, and provide customer support.
- Market Research: AI can be used to analyze and predict market trends, analyze customer sentiment, and generate reports.
- Ad Copywriting: AI can generate ad copy based on some keywords or a brief.
- Personalization: AI can analyze user behavior and personalize marketing messages for individual customers.
However, AI tools like ChatGPT also have some limitations:
- Lack of Strategy: While ChatGPT can assist with execution, it can’t independently create a marketing strategy. A human is still needed to make strategic decisions and guide the overall direction of the campaign.
- Lack of Creativity: ChatGPT can generate text based on its training data, but it doesn’t have the ability to come up with genuinely new, creative ideas. It can combine existing ideas in new ways, but it won’t create something truly innovative or groundbreaking.
- Lack of Understanding: ChatGPT doesn’t understand the text it generates. It doesn’t know what words mean, or understand the concepts it talks about. This can lead to mistakes or inaccuracies in its output.
- Ethical Concerns: There are potential ethical issues with using AI in marketing, such as privacy concerns and the potential for manipulation. These need to be carefully managed.
So while AI tools like ChatGPT can be very helpful in executing marketing campaigns, they’re not a complete replacement for human marketers. They’re best used as a tool to assist human marketers, rather than trying to replace them entirely.ChatGPT4 May 24, 2023 Version
Score one for ChatGPT’s honesty. Maybe it should become a thought leader.
Benefits of using AI Tools for Content Generation
So what is AI good at now, in 2023?
ChatGPT, in particular, is fantastic for ideation. As a starting point, or to assist in fleshing out ideas or creative briefs or buyer personas, it’s startlingly good. No idea what to write about? Go ask ChatGPT. Put in a general topic, and let it run wild. Use iterations in your prompts to refine its answers. And, full disclosure, I’ll be using it quite a bit to aid in the creation of content on this site. Why not?
AI can automate repetitive tasks. It can edit existing text (think Grammarly). It can write blog posts by using keywords to search the web and create “new” posts based on existing ranking content (although it still requires babysitting, editing, confirmation of information, etc.).
So call me a skeptic. But an excited skeptic. I’m a copywriter who’s been working with AI for the past seven years, and while AI can’t fully replace a good copywriter… it can definitely replace some bad ones. It can create low-level content like product descriptions (as long as the person in charge of using AI to create those descriptions knows enough about the product to know when AI’s gone off the rails), social media posts, and… oh wait. ChatGPT just said all that.
While ChatGPT is getting the bulk of the attention these days, there are many AI tools for content generation being released at an astonishing pace. Such is the power of AI, in the right hands.
And while some of these AI tools for content generation may not be ready for primetime, others are. Stay tuned while we figure out which tools will speed up your content production and make your life easier, and which leave you frustrated and begging for a refund.