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Content Management in the Era of Artificial Intelligence

A typewriter with a piece of paper that reads Content Management in the Era of AIArtificial intelligence (AI) is not new by any means, but since the introduction of the generative AI chatbot ChatGPT to the public in late 2022, it has accelerated and drastically shifted how we approach content management.

For many businesses, predominantly internal and external marketing teams, this AI tool was quickly introduced to pump out content quickly. In the era of a digital 24/7 newsfeed that never slows down, this could only be a good thing, right?

The Rapid Adoption of AI

According to AIM Research, 92% of Fortune 500 firms have already implemented generative AI solutions, and by 2025, it is expected that nearly all (95%) of online customer interactions will involve AI in some shape or form.

This jump to embrace generative AI tools was not only rooted in the newness but the considerable benefits associated with it:

  • Productivity boosts. ChatGPT was found to improve the productivity of college-educated professionals by 37%, according to an MIT study. For most businesses, improving productivity is a game changer in terms of the amount of work that can be completed under tight deadlines and improved savings overall.
  • Cost savings. While this technology is still new, it is already estimated that there could be a savings of 2-5% of annual industry costs.
  • 24/7 service. ChatGPT's availability is unmatched, as it is a tool that can be used any day, any time and provides a rapid response.

Where you find pros, you will also find cons. AI-powered content tools struggle to meet the unique demands of individual businesses, which can look like:

  • Limited control over generated content. Unlike working with a skilled copywriter, ChatGPT takes a prompt and aims to predict the best possible answer. For example, if you ask the tool to provide you with an evergreen article about a particular topic, you will get exactly that. However, it is pulling this content from other sources that it was trained on and continues to learn from, making it limited in what it provides.
  • Lack of personalization. Because ChatGPT is a predictive text modal, it can only provide what it knows. It will not be able to inject your brand's specific personal traits and unique identifiers or utilize the tones, language or context needed to distinguish you from your competition.
  • Rapid spread of misinformation. While the internet has only been around for a couple of decades, it is chock full of data, information and opinions. However, AI does not yet know how to separate what is real and what is not. Google's AI Overview tool was recently criticized for leading searches with misinformation and false results. While the company took action to address this, it is an ongoing issue as AI does not have the resources or capabilities to fact-check. If your business uses ChatGPT to create content but does not have the sources or stats to back up certain claims, you could fall victim to this issue.
  • Lack of emotional intelligence and context. Context is critical to great content. Without it, your content will fail to stand out. Context provides greater insight into who your audience is, what they need and what they want to hear from you. It leverages your uniqueness among the competition and helps your business stand out from the rest. Generative AI tools, no matter how much you may train it or feed it specific requests AI tools cannot grasp the context. It will almost always come down to a human adding these finer details to the content.
  • Privacy and security concerns. Right now, there is no promise that the content you are feeding into generative AI technology will not be used for unwanted or even malicious purposes. If you share content that contains proprietary data within ChatGPT or another tool to create, there is no way to protect it, posing severe privacy risks to many companies.
  • Changing rules and regulations. With Google cracking down on AI-generated content, penalizing sites with robotic, spam-like, "fluffy" or misleading content. If you use the content produced straight from ChatGPT, there is a good chance your content could potentially be flagged by Google and penalized by reducing search rankings or even removing your site from search results. Even for a short period of time, this can severely impact your website traffic and engagement levels.

Finding the Right Balance

AI-generated technology is only continuing to advance, and at a pace that is difficult to keep up with. Because of this, it is not going anywhere, and like all previous waves of new technology, it is best to find a balance.

AI-generated content may save you time, but it will not feature the brand-focused language needed to set your company apart from the competition. Instead, it is better to use AI for smaller tasks, such as developing headlines or summarizing content to create tags and metadata, rather than utilizing it to develop every word for your website, advertisements and more.

While some website platforms are now boasting their AI-generated content tools, it is important to remember that this content is pulled from existing work, meaning it is more likely to sound familiar to other businesses and could leave you and your brand struggling with SEO, SEM and more. Worse, it could be viewed as plagiarism and negatively impact your brand's reputation.

Proceed with Caution

ChatGPT and other generative AI tools can be extremely helpful, but like all technology, it should never be used without control and oversight from your team. AI tools will do what you ask, but that does not mean they will include the nuanced messages, vision, products and services you and you only bring to the table.

We utilize AI-generated technology like spell-check, Photoshop tools, Chatbots, smart home apps and more without a second thought. While these assisting tools have woven themselves into our day-to-day lives, ChatGPT and similar technology are not far behind. Generative AI has plenty of room for growth, and it is up to us, individually and collectively, to decide how to prioritize which types of content should be developed with the help of AI and which should be left to the human touch.

Looking to develop content for your website, advertising or social media? Our team of dedicated professionals can help. Reach out to us today to learn more about our content development strategies and tools.

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