The advancement of AI, while a spectacle, is worrying marketers and innovators. With machines now able to generate content, they are seemingly taking human jobs. Creative jobs could be next, with recent AI-written articles garnering attention. So, will machines take over content marketing?
Michael Brenner, CEO of Marketing Insider Group, says no, and in his recent article for Content Marketing Institute, he explains why. Brenner touches on topics like the current state of AI-generated content, Google’s perspective on the topic, the benefits of GPT and similar AI tools, and the importance of human involvement. He also conducts an AI content experiment, testing GPT’s ability to write a blog intro and recording the results. Ultimately, Brenner encountered limitations with AI: while it could write quality introductions, several of its written pieces were similar, and the quality dropped for longer written content.
AI still has several improvements to undergo in the coming years. Additionally, it lacks what Brenner refers to as a core tenet of value-driven marketing: empathy. No one knows your audience better than you, much less a machine. It will not take over content marketing but become a handy tool for marketers.