src=”https://buffer.com/resources/content/images/2022/05/hitesh-choudhary-t1PaIbMTJIM-unsplash–1-.jpg” alt=”Ask Buffer: Should You Be Using AI for Content Creation? “>
Question: I have been having trouble creating content on all my social media platforms lately. I discovered AI tools that can help me with writing. Although it seems that this could help me tremendously with my marketing efforts I am concerned that it will come across as robotic and unauthentic. Do I need to consider AI tools for content creation?
GPT-3 is a buzzword in machine learning, artificial intelligence and machine learning (see this WIRED article and the graph below).
Imagine this: What if you didn’t have to create copy for every marketing asset that you created? GPT-3 attempts to solve this problem. Olabinjo Adeniran a digital and growth market manager said that computers have been there to help them in their jobs. It is only natural that they continue to assist us in achieving our business goals.
This is particularly true with the introduction of tools that provide articles, emails, and social media captions after you have answered a few questions.
Despite all the hype surrounding these tools in tech, marketers tend to be skeptical about adopting AI to create copy.
It is also highly controversial. People are divided about whether GPT-3 should be used in certain circumstances or not.
This article will explore the various opinions regarding the use of AI for marketing, their different applications, and whether it should be used to create content in your business.
What is “AI in Marketing?”?
CopyAI and GPT-3 tools can be used to create content for marketing assets. GPT-3 is an acronym for “generative pretrained transformer 3”. It was released by OpenAI on June 2020.
This WIRED article was written by the writer. He pointed out that while GT-3 can produce fluid text, it is often not anchored to reality. However, marketing content requires ideas that have a solid foundation.
There are practical problems as well as philosophical concerns about GPT-3’s ability to develop ideas. Marketers worry that GPT-3 may never be able create black-hat SEO content, which is low-quality content designed to optimize search engines’ algorithms.
Does AI writing really work?
I polled people on LinkedIn and Twitter, and they all agreed that it depended. These polls don’t provide definitive data, but they are useful for providing context.
GPT-3 is one of many factors that go into creating content. It’s not perfect and it can’t yet produce long-form content that is indistinguishable to humans. However, it can be useful in certain situations.
Abdultawwab was one of the people who responded to the LinkedIn post. He said that it all depends. These tools have helped me to overcome writer’s block. You know the time you spend staring at a blinking cursor and not knowing where to begin? GPT-3 can give you the energy you need to get going. However, if you use it to create a long-form article, it will not sound right or flow well. This is only for writing. They’ll work well as chatbot agents in other marketing scenarios.
Although AI can generate content from data it gathers on the internet, it cannot develop empathy, creativity or emotions. It lacks the ability to tell stories like humans. This sentiment is shared by Rejoice Obike (a content marketing strategist). She replied, “It depends. AI tools don’t have the same understanding of your business as you. Your target audience is people. Copy should be as real as possible. AI cannot reach the emotion you desire with your niche market.
The bottom line is that anyone who can code the natural human creativity into AI could take over the world, or at least the marketing industry.
Should you use AI tools to create content?
As a writer, my gut instinct is to say “no.” Part of my job involves considering multiple perspectives while writing a piece. This changes the answer to “it depends.”
GPT-3 could be a great tool for writing, and it can help you overcome writer’s block or generate content ideas.
If you have a small budget or a small team, it may make sense to use an AI tool for your marketing. GPT-3 can be used to generate Instagram captions. This will allow you to concentrate your creative energy on other areas of your business.
A GPT-3 tool may be an ideal companion for someone who is trying to establish a personal brand and publish regularly. It shouldn’t replace your voice, but it can be used as an assistant.
AI tools should not be used if you are an experienced marketer. Your innate creativity cannot be replaced. Tosin Onikosi, an expert in content marketing, said, “I believe that great copy should be human to allow it to connect with the reader.” Copy ideation/creation can become completely automated. I imagine it would take the creativity and originality out of it. Machine learning is not able to create creativity, which I don’t believe can be done.
A GPT-3 tool in action
CopyAI was used to create content that related to the article. It provided a fairly objective perspective. There are many options available, so I chose the one that was most relevant to my article: an intro for a blog post.
To see how my introduction to the AI would differ from mine, I began by entering the information that I had at the time. I also had the option of choosing the tone for my introduction. ‘Witty” won out over ‘Professional/’Empathetic.
After clicking “Create copy”, I was presented with options to create my new intro. These are the ones I like best.
Thoughts : I actually like this introduction. It’s simple and sounds like something a person would write for a post such as this. Because my article is opinionated, I don’t use a Pros-Cons-Effectivity structure.
Thoughts This one started out well. It was a way to empathize with the reader and mention things the tool may be able help with. It fails to connect the dots and feels like there is something missing between the first and second parts.
Thoughts – This intro is not for October 2018. While there are some good points, the AI fails to connect the dots so that the reader understands the main point of the article. This article also appears more like LinkedIn influencer-speak rather than a useful blog post intro.
Overall, I believe this tool can be a great starting point for writing articles and can spark some ideas if you are stuck. Kenza Moller, a content marketing professional, also pointed out this. She said, “They can help generate content ideas and speed up SEO content creation. But at their current stage, they’re only a starting point.”
This tool isn’t foolproof. AI won’t have all the context you have. To get your AI-generated work up to standard, you will need to edit a lot. Keep this in mind when you use these tools.
You want to give AI a try? It can be used at the beginning of your marketing efforts
It is natural to be curious. This is likely why you are reading this article. You can give AI a try or add a GPT-3 stage in your marketing process if you are interested. But there is a caveat. It should be used only as a tool to get ideas and handle the small details. Let your team’s creativity transform the initial threads into a content garment.
CopyAI offers many options and Copysmith is the only tool that has received a 5 star rating in this Writer article. Although the tool is primarily for marketing for ecommerce agencies and teams, it has many interesting uses, such as product descriptions, blog templates, and ad copy.
Once you have your copy prepared, at minimum for social media, Buffer will allow you to publish it.
Did you miss our previous article…