For business success in this day and age, written content creation is a must. It plays a number of important roles: it raises awareness of your company and its products or services, engages your audience, and helps to establish you as an expert in your field. Yet, producing great written content takes time (and money), so it’s hardly surprising that more and more businesses are leaning on AI as a means of producing content quicker and at a lower cost. After all, with just a few simple prompts, generative AI tools such as ChatGPT, can produce written content in the blink of an eye. But while AI may well be great at analysing and assimilating complex texts and data quickly, it can’t replace what humans bring to the table, that being nuanced understanding, creativity and originality.
Sarah Thomas
Marketing and PR Account Manager, Radical Moves Ltd
Apple’s AI news blunder
Apple recently hit the headlines for all the wrong reasons because its newly launched AI news summaries feature was found to be giving users false information. The tool was designed to summarise news headlines but in doing so, got some of the summaries badly wrong. For example, one of the errors involved a false alert claiming that Luigi Mangione, the man accused of killing United Healthcare CEO Brian Thompson, had shot himself, an entirely incorrect piece of information.
What made the situation even more worrying was that the AI-generated alerts appeared to readers as though they came directly from trusted news outlets, such as the BBC and Sky News, potentially misleading readers into believing that they were receiving accurate and reliable information. This case is a stark reminder that AI is not infallible. Using AI for content creation may be well be tempting because of the speed of production, but if it isn’t vetted by human experts, it opens the door to misinformation. As reliance on AI grows, it’s critical that we question its integrity, especially when it comes to content creation.
Risks of relying on AI
There’s no doubt that it’s tempting for businesses to use AI tools to generate business content such as website copy and blogs, rather than pay for an actual real person to produce the content. After all, AI can produce content at lightning speed and for free, or for a very low cost if using a more premium AI tool. However, this approach is a risky strategy for a number of reasons.
AI systems operate based on the data they’re trained on, and without human intervention, they lack the ability to understand context and verify facts. And as we saw with Apple’s recent clanger, the consequences of inaccurate or misleading content can be significant, both for the brand and the audience. It’s critical that businesses ensure that the content they distribute is accurate and trustworthy, which simply is not possible if relying on AI for content generation.
Aside from there being a real risk of errors in AI generated content, its format is also very formulaic, which makes it less interesting to read than good human written content. But not only that, it also makes it fairly easy to spot. One survey found that half of consumers can spot AI written content. For many consumers, the lack of personality and effort that comes with AI-generated content speaks volumes about a brand, and let’s just say, it’s not likely to be the message that companies want to get across! AI content lacks the emotional intelligence, originality and personal touch that human writers bring. After all, AI tools are trained on the content already out there, so will produce content similar to what it has been trained on. A skilled writer on the other hand will be able write with true originality and ensure that the content gets the right message across, resonates with the target audience, and hits the right tone of voice for the company.
Another risk of relying on AI tools to generate business content is that it may damage SEO. Search engines favour high quality, unique and original content that provides value, over poor quality, inaccurate, generic content that lacks originality. So, there is a very real risk that reliance on AI-generated content may well damage your visibility and ranking in search engine results pages.
Real people rock!
Whether you’re creating social media content, blog posts, articles, or press releases, it pays dividends to use a real person to write the content. A skilled and knowledgeable writer will make sure that your content is accurate and engaging, hits the right tone, and stands out from the sea of AI-generated content out there.
At Radical Moves, we work with companies across the broadcast and satellite industries and understand the importance of having high-quality, well-written content. We work closely with clients to ensure that content is accurate and on point, to get the right message across to the right people. Yes, AI is undoubtedly a powerful tool, but it cannot replace the creativity, originality and human touch that real people bring to the party.
Are you ready to elevate your content? Contact Radical Moves today.
