In the past year, we’ve seen the public release of generative AI tools like ChatGPT and Google Bard. With the release of these tools came businesses looking to innovate and streamline their operations through AI programs. Content creation, in particular, is an area that AI has been dominating.
“AI is changing the way content is created in every industry. In fact, there are very few industries that won’t benefit from this innovative technology,” says Stephanie Venn-Watson, CEO of Fatty15.
Although AI is far from a new concept, generative AI tools are relatively new in practice. As individuals and businesses started playing around with these programs, their virtues and vices became apparent. Therefore, knowing the dos and don’ts is important before diving in.
What Is AI-Generated Content?
AI-generated content is an all-encompassing term for any content created using artificial intelligence. The content generated by AI is the result of meticulous research, data collection, and extensive deep learning. Essentially, AI attempts to reproduce the work a human brain would typically craft.
“Don’t think of AI as just a tool, as it’s also a collaborator. You can bounce ideas off of AI like you would a human colleague,” points out Maegan Griffin, Founder, CEO and nurse practitioner at Skin Pharm.
AI takes on many different forms in 2023. The most recent release of generative AI tools like ChatGPT has enabled businesses in all industries to quickly and efficiently craft content for their brands.
The Dos
While many businesses have started using generative AI as a regular tool in content creation, these programs are still in their early stages. Fully refining these programs to work without human assistance could take years, if it’s even possible.
“AI does numbers and algorithms really well. What AI doesn’t do well is mimic human emotion,” explains Greg Hannley, Founder and CEO of Soba Texas.
Until generative AI programs are more developed, you’ll want to abide by some dos and don’ts. As you venture into the world of AI-created content, keep these three points in mind.
1. Use AI for Data Analytics
One thing that AI is really good at is handling massive datasets. What would typically take a company many hours and lots of manpower can be done in seconds with AI. Not only can AI do the research for you, but it can also extract valuable insights from the data it collects.
“Research time is one of the biggest roadblocks in modern businesses. If you use AI for anything, let it be this,” suggests Anthony Siskos, COO of HypeBlvd.
Using AI for data analytics can help you create data-driven content specifically targeted to your ideal demographics. AI should always be employed when collecting and analyzing data because it can analyze customer preferences, behavior, and consumption patterns.
2. Use AI To Automate Content Creation
AI can seriously cut down on the time your team spends creating content. When it comes to more broad topics, AI is great at generating articles, blog posts, and product descriptions. All you have to do is enter instructions into the AI program of your choice, and you’ll have perfectly curated content ready in seconds.
“AI has done wonders for content creation. If your business is content-heavy, use AI to improve efficiency overall,” advises Monte Deere, CEO of Kizik, a company that specializes in slip on shoes.
AI can replace human writers to an extent, but it still requires human eyes to edit and vet the content it generates. But we’ll get more into that in the “don’t” section.
3. Fact-Check AI Claims
As great as AI is for generating generic content, it cannot replace human oversight. AI tools pull information from hundreds of online sources, and as we know, internet sources can be unreliable. Make sure you are fact-checking any hard claims the AI makes.
“Fact-checking is always crucial when creating content, but when using AI, fact-checking becomes all the more important,” mentions Shelley Hancock, Chief Beauty Officer of Shelley Hancock Consulting.
AI has no fact-checking abilities built into it, at least for now. Until AI can vet information like a human can, it’s still up to us to determine which claims to keep or delete.
The Don’ts
For every “do” there is with AI, there are about twice as many “don’ts.” Generative AI is still relatively new and is far from foolproof. But you don’t need to be afraid to use AI to create content as long as you have humans overseeing it.
“Never use AI without human oversight. There’s a lot AI can do, but there are still many areas it lacks,” says Max Ade, CEO of Pickleheads.
It’s important to make yourself aware of what AI is and isn’t capable of before you dive in head first. To get you started, here are our top few “don’ts” when it comes to AI-generated content.
4. Don’t Rely on AI Too Much
Try to avoid becoming too reliant on AI tools. AI is great for cutting down on research time and streamlining operations, but you need your human employees for plenty of things, too. Before firing your entire content team, remember that AI is a tool to assist them, not replace them.
“If you want to be truly exceptional in your industry, you can’t ride the coattails of AI,” suggests George Wang, Co-Founder & CEO of Stellar Sleep.
Use AI when it counts and always alongside a human counterpart. AI still has a long way to go before you can rely on it totally, so keep that in mind as you venture into the world of AI.
5. Don’t Use It as a Substitute for Human Creativity
While automation can do amazing things for efficiency, don’t underestimate the value of human insight and creativity. You want to find a balance between using AI to streamline operations and the value your human employees bring.
“Despite all the hype and excitement about AI, it’s still extremely limited today relative to what human intelligence is,” explains Andrew Ng, Computer Scientist and Global Leader in AI.
As amazing as AI is for content creation, there is no replacement for human creativity. It can be tempting to shift entirely to AI-generated content, but if you become too robotic in your communications, you’ll lose the connections you’ve built with your audience.
6. Don’t Use AI for Sensitive Topics
One thing AI is majorly lacking is empathy. It also tends to lack nuance when it comes to certain topics. This is why AI should be avoided for any content surrounding a sensitive topic.
“AI can generate content, but that doesn’t mean it understands the content it generates. This is why sensitive topics should be avoided when using AI for content creation,” suggests Lioran Pinchevski, Founder and CEO of Finaloop, a company that specializes in ecommerce accounting software.
There are two major issues when covering sensitive or controversial topics with AI. One is that the AI could be restricted from discussing those topics altogether. Two is that the AI doesn’t have any real understanding or context about the situation at hand. If there is any chance the topic could be controversial or sensitive, stick to human-generated content.
7. Don’t Submit Content Without Editing
AI can make some great-sounding content that can somehow be completely wrong. ChatGPT has a big disclaimer covering this very issue. Make sure you are always editing all content that is generated from AI.
“AI can be a little redundant and a little wordy. Use it to get the bulk of the content down, then go back through it with a fine tooth comb,” advises Marcus Hutsen, Business Development Manager of Patriot Coolers.
As nice as AI can make its content sound, anyone who has worked with AI can attest to its flaws. AI can be extremely wordy to the point of being nonsensical at times. And it, for some reason, wants to turn every other sentence into a metaphor. Never submit unedited AI content, lest you risk a major marketing faux pas.
Crafting Content With AI
As a whole, AI can be a major asset for businesses that use it for content creation. If you follow the guidelines outlined here, you should be able to make AI work for you. However, it’s important to note that we’ve only scratched the surface in this article.
“It is important to understand that tomorrow, whether Google is there or not, artificial intelligence is going to progress. Technology has this nature. It is going to evolve,” reminds Sundar Pichai, CEO of Alphabet (Google).
There is still much to learn about AI tools and their capabilities. If you plan to use these programs, keep yourself up to date and stay tuned to see the future of AI as it develops.
