Content marketing is critical to many businesses, especially those seeking ongoing relationships with customers.
Content production, however, has changed since OpenAI released ChatGPT 3.5 in November 2022. Generative AI has made content creation faster, easier, and relatively less expensive. But it hasn’t necessarily improved the content.
Here’s why.
ChatGPT 3.5 can create content faster, easier and cheaper. Is better?
Nothing new to say
By 2024, generative AI does not produce new ideas or even develop its own conclusions. Rather, it regurgitates the information it has indexed.
Generative AI is great for some tasks. For example, gen-AI search results often answer a query on the site, which is useful for users but not for website owners.
Throw in a generative AI prompt to produce content, though, and you can be sure it won’t offer anything new. Instead, it will produce an article similar to everything else on the topic.
Careful directions and editing help, but lack of originality is a fundamental problem with using generative AI for content marketing.
There is no reason to rank
By 2024, Google says it won’t penalize websites for using AI-generated content.
However, if the content your business publishes is the same as everything else online, Google and other search engines will have no real reason to rank yours.
Search engines want to rank content that demonstrates knowledge, expertise, authority and trustworthiness. Therefore, simply taking the output of a generative AI verbatim may not lead to rank-worthy content.
It’s not your brand
A key element of successful content marketing is a consistent and distinct brand voice that resonates with the audience.
The thief of men, Mr. Porter is a good example. Her blog “The Journal” publishes original profiles and clothing suggestions with an opinionated and modern vibe. AI-generated content can miss these nuances, resulting in content that feels generic or disconnected from brand identity.
In other words, artificial intelligence may not capture your audience’s needs, preferences, and feedback the way human-created content can.
If a company has built a reputation for being a strong, bold brand that supports environmental causes, an average composition could change customers’ perception of the business.
“The Journal” by Mr. Porter publishes original articles on menswear, including this profile of an NFL player.
not accurate
Large language models and other AI tools routinely produce inaccuracies.
For example, in August 2023, the Associated Press published an article titled “Sometimes chatbots make things up. Can AI’s hallucination problem be fixed?”
“Spend enough time with ChatGPT and other AI chatbots, and it doesn’t take long for them to spew falsehoods,” wrote the AP’s Matt O’Brien.
“Described as hallucinating, confabulating, or just making stuff up, it’s now a problem for every business, organization, and high school student trying to get a generative AI system to write documents and get work done.”
The most egregious have come most recently from Google’s Gemini and Adobe’s Firefly.
In February 2024, Gemini made headlines when it almost refused to produce images of white people because it had been programmed with diversity in mind. This programming resulted in wildly inaccurate images, prompting Google CEO Sundar Pichai to send an email on February 27, 2024, ridiculing Gemini for its obvious bias.
In March 2024, Adobe’s Firefly produced historical images that favored diversity over truth.
Content marketers need to be aware of “hallucinations” and biases.
It’s not your content
Copyright infringement is an emerging issue for AI-generated content in two ways.
First, there are now legal fights over whether OpenAI or Google have the right to train models with copyrighted material. The New York Times lawsuit against OpenAI and Microsoft may be the main example. Courts will resolve these copyright issues, but the outcome could affect the use of gen-AI for content production.
Second, AI content generators could be plagiarizing. Plagiarism detection software found that about 60% of the copy produced by ChatGPT 3.5 is plagiarized, according to an Axios report from February 2024.
Content marketers should check any AI-written copy before using it.
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