Since the start of 2023, there’s been a lot of conversation in content marketing around the use of AI tools in writing. Here in 2024, I’m regularly asked about the role of AI such as ChatGPT in my work. Here’s how I approach the issue.
My concerns about AI tools
Lots of writers are talking about AI and some are publishing AI-written content with minimal editing. At first glance, AI writing seems like the perfect way to create content at volume and beat your competitors at the SEO game.
To most of us in the content marketing industry, though, these AI tools aren’t playing a big role in our day-to-day work just yet. AI tools often create misinformation and AI detector tooling can’t reliably identify AI content just yet, which means these technologies aren’t mature enough to develop thought leadership on their own. And that’s an understatement – it’s not enough just to edit a piece of AI content and publish it.
How I (sometimes) use AI – as a copywriting sparring partner
It happens. I write a sentence that reads weird and I need a quick second opinion AI writing readily provides. AI is good at generating text quickly and sometimes gets me through a block when I’m stuck.
Why I don’t use AI for ideas anymore
I’ve written previously on my blog about using AI writing tools for idea generation in content marketing. Although you may still find some value that way, very soon an internet crowded with AI content will feed AI’s information intake, “chok[ing] on its own exhaust as it fills the web.” Europol previously reported that up to 90 percent of all content online could be AI-generated by 2026, which is a terrifying thought for anyone relying on AI tooling for ‘new ideas.’
That AI content? Take it all with the proverbial grain of salt. These are neat tools and I’ll keep playing around with them, but for the sake of my clients, I’ll do my writing and research the old-fashioned way.