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  • Writer's pictureAmax Marketing Team

5 Pitfalls of Using AI for Content Marketing

Artificial intelligence - I bet you’re sick of hearing about it? Once a distant concept seen in futuristic movies, it’s apparent now that AI is becoming a huge part of everyday life.

From groceries being delivered by robots to Steven Bartlett hosting an emergency DOAC to warn us about the dangers that are approaching us (yes, we were sweating a little too!) - the topic of AI is unavoidable.

AI, Content marketing,

One discussion we’ve been having recently, with the sudden rise in popularity of ChatGPT and other AI chatbots, is whether marketeers have decided to embrace AI with their workload (particularly with content creation) or whether they’re standing tall in their defiance against the machines.

According to HubSpot, 75% of marketeers say AI helps them generate more content than they would without it.

Time is valuable in the marketing world and it makes sense that more and more marketeers are utilising AI to help them be more efficient. That aligned with the overall cost-saving element of having more time to be productive and not have to outsource the extra work, AI has some real attractive qualities.

But, if it’s so great, why are tonnes of brands, agencies and marketeers choosing to avoid AI altogether?

We’ve had a think about some of AI’s biggest drawbacks and what pitfalls brands come up against if they use AI as part of their content marketing strategy:

1) Originality and authenticity is key when wanting to create a brand that stands out from the crowd, but how can you claim to be authentic when your content is a compilation of data pulled from the internet. ChatGPT and other similar AI pulls from sources all over the web to create an ‘answer’ to your question, and what’s more it doesn’t tell you where the data came from - leaving your brand with unoriginal (with potential for plagiarism liabilities), uncited and potentially unaccredited content.

2) If you have a creative brand, AI is programmed to be the opposite. In fact, AI is programmed to not take creative risks and instead sound like a ‘ordinary’ human, leaving little to no room for nuances in language. This is a big no-no for us and usually one of the tell-tale signs that a brand is using AI for their content creation. In a world of bright colours, daring copy and personalised brands that are, at many times, aimed a niche audience, AI is just not trained to speak like you normally would!

Source: eLearning Industry

3) Following on from the lack of creative content, using AI is a big barrier if you wish to evoke feelings from your audience. This is because AI struggles with emotion, irony, humour, etc - all things you want to pull from your consumers to create that lasting brand loyalty. So, unless you love Bicentennial Man and believe that robots can feel, then best to keep the emotional content to the humans!

4) AI programmes are only as good as the data they’re trained on, meaning sometimes the results can be biased or there will be little to no results whatsoever. Furthermore, chatbots such as ChatGPT have only been trained on data leading up to 2021, meaning it won’t be aware of any any events/ data past then.

5) Just as AI lacks creativity, nuance and impartiality, it also sometimes lacks judgement - causing a few brands recently to have accidently released sensitive data. Whilst we’d expect all content created by AI to be at least sense checked by a human editor before release, it’s definitely something to be aware of.

Now, I know we sound anti-AI, and on many grounds when it comes to brand content creation we are, it’s not to say there aren’t also many pro’s to having something that can half your workload for you, as long as it’s used effectively and all of the above are taken into consideration.

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