Introduction
Accessibility and mass adoption of Generative AI tools like ChatGPT have opened exciting new opportunities for marketers and content creators to scale their output. By using AI to generate initial drafts, suggest content ideas, do research, analyse data, and refine writing, marketing teams can increase their productivity. However, this new technology also brings some challenges. While AI-generated text can sound “human-like”, it lacks new perspectives, views and original analysis. Over-reliance on AI risks producing generic, lifeless content.
As I, personally, work with various Gen AI tools on daily basis, I can easily identify pure AI-generated content when it hasn’t been edited. The trick is that Gen AI adds some commonly used words and utilises same vocabulary that has already been overused. AI-generated content follows an algorithmic pattern to write in a consistent and predictable manner.
What is the point of consuming “your” content if I can ask AI and get a very similar result or answer?” – Olga Bubnova, Founder & CEO, B.gain
Furthermore, if AI is not used carefully, it could enable plagiarism, or the regurgitation of inaccurate information found online.
Output may not always be accurate. You should not rely on Output from our Services as a sole source of truth or factual information, or as a substitute for professional advice.” – Terms of Use, OpenAI, 16/03/2024.
As marketers and content creators, we must be responsible for our own content–not copy-paste as it is. Look at Generative AI like at your assistant that can help you enhance your own creativity and expertise by performing some tasks in more efficient way… not as a crutch or shortcut.
You must evaluate Output for accuracy and appropriateness for your use case, including using human review as appropriate, before using or sharing Output from the Services.” – Terms of Use. OpenAI, 16/03/2024
With the right approach, AI can help us work smarter, not necessarily harder, or faster. But we must maintain strict quality standards and use our unique voice and perspective. The human touch remains irreplaceable.
Exciting opportunities lie ahead at the intersection of human creativity, and artificial intelligence.
If we embrace AI as a collaborative tool, while providing strong human oversight, we can create content at scale without compromising quality or ethics.
Scaled Content Creation
As I mentioned above, with great technology comes great potential and responsibility. Generative AI tools enable scaling content creation, analysing data and doing internet surfing like never before. Instead of manually researching and writing every piece, you can “invite” AI to generate initial drafts, prototypes, and frameworks for you to refine and finalise.
This is a game changer for individual creators and entire teams looking to boost productivity. However, maintaining quality at scale remains crucial. Rushing sloppy AI-generated content for the sake of quantity can backfire, and, as a result, damage your brand and credibility (we definitely don’t want that to happen).
Establishing smart workflows and oversight is the key to the intelligent use of Gen AI. For example, use AI tools to quickly generate multiple content drafts optimised for different keywords. But don’t just blindly publish them all as it is; carefully review each one, do fact checking details, fine-tuning the writing, and ensure the content meets your branding and standards before publishing.
You can also use AI as an interactive brainstorming partner, prompting it with creative questions and direction to get new ideas flowing. Then create a piece of content yourself, with your unique voice and expertise.
With the right human guidance, AI-generated content can significantly expand your capabilities while upholding quality. But it takes responsible strategy, workflows, governance, and care not to over-rely on technology.
Maintaining a Unique Voice
As technology like Generative AI becomes more advanced, it is tempting for content creators to rely on it more and more to scale content production. However, it is crucial not to let AI completely exclude your unique voice.
From a personal branding perspective, your unique expertise is what sets you apart and build your reputation and authority. AI tools can help generate raw materials and structures to work from, but you should heavily edit the output to maintain your distinctive style, and point of view.
Here are some tips for using AI content generation without weakening your unique voice:
- Review AI-generated drafts closely and rewrite extensively. Don’t just make minor tweaks.
- Use your own examples and metaphors to explain concepts, rather than generic ones from the AI.
- Insert your personality into the writing through word choices, phrases, and humour.
- Customise and configure the AI with your previous writings so it better mimics your style over time. But still review the output.
- Never publish AI content with no changes. The AI cannot replicate your true depth of expertise and hard-earned authority.
The goal is to utilise AI as a time-saving support and assistant. With the right human guidance, AI can help scale content creation without sacrificing your brand.
Leveraging AI Smartly
While generative AI tools like ChatGPT can be extremely useful for content creation, it is important not to become overly reliant on them. AI should be used as an aid, not a crutch.
Here are some tips on using Gen AI smartly as part of your content creation process:
- For topics within your core expertise, original writing will likely result in better quality content. Utilise Gen AI for outlying topics or to help structure content outlines and frameworks.
- Use AI tools for research assistance and content recommendations. Leverage chatbots to quickly gather background information, relevant data points, and sources you can refer to. Then create original analysis and notes.
- Carefully review any AI generated text before publishing. Watch for inaccuracies and irrelevant angles. Edit thoroughly.
- Avoid overusing pure, unedited AI written content. Rewrite, adapt, and improve any generated text to fit your brand voice and perspective.
- Set word limits on AI generated content to mitigate quality risks. For example, generate a few paragraphs of text for a section rather than a whole article.
- Ensure autogenerated content still aligns with your editorial strategy rather than random text. Provide clear prompts to direct the AI.
- Provide AI with your own expertise and human creativity. The unique insights you bring are what sets your content apart.
Used strategically, AI tools can improve and accelerate your business content creation. But thoughtfully create your own high-value analysis and notes tailored to your audience as well. Maintain quality by strategically combining AI with your expertise.
Protecting your Expertise
When utilising AI tools for content creation, it is important to balance sharing your expertise with protecting your intellectual property. Here are some tips:
- Avoid over-reliance on large, open AI models like ChatGPT that are trained on huge amount of data. While these models can generate high-quality content, they also risk repeating your unique insights and perspectives. Consider fine-tuning a model on your own data or using a commercial model trained on more general data.
- Be strategic about what content you generate with AI. Focus on using AI for more general content that doesn’t represent your core IP, like basic industry overviews, news summaries, and protocol documents. Write your more original analysis and creative ideas yourself.
- Customise the AI to your voice and perspectives before generating content. Take the time to fine-tune the model with your previous writings and patterns of speech. This will help prevent the AI from simply tip out your IP when generating new content.
- Avoid publishing unedited AI-generated articles, especially under your own name. Instead, use AI as a recommendation tool and rewrite or heavily edit the content to make it your own. You can also consider publishing some AI-generated content anonymously or under a pseudonym.
- Monitor your AI-generated content across the Internet. Use plagiarism checks to ensure your ideas and analysis aren’t being repurposed without attribution.
- Stay up to date on AI developments and ethical concerns around IP. Adjust your content processes if needed, as the technology evolves.
- The key is finding the right balance – utilising AI’s capabilities while still protecting your valuable perspectives and insights. With some strategic precautions, you can use AI-powered content tools to scale creation without undervaluing your expertise.
Terms of Use, OpenAI, 16/03/2024
Ownership of Content. As between you and OpenAI, and to the extent permitted by applicable law, you (a) retain your ownership rights in Input and (b) own the Output. We hereby assign to you all our right, title, and interest, if any, in and to Output.
Similarity of Content. Due to the nature of our Services and artificial intelligence generally, output may not be unique and other users may receive similar output from our Services. Our assignment above does not extend to other users’ output or any Third Party Output.
When you use our Services, you understand and agree:
1. You must not use any Output relating to a person for any purpose that could have a legal or material impact on that person, such as making credit, educational, employment, housing, insurance, legal, medical, or other important decisions about them.
2. Our Services may provide incomplete, incorrect, or offensive Output that does not represent OpenAI’s views. If Output references any third party products or services, it doesn’t mean the third party endorses or is affiliated with OpenAI.
Maintaining Quality
Generating high-quality content with AI requires careful editing, and oversight. Trust in AI technology to provide a strong foundation, but always back your work with human expertise. Maintaining quality isn’t just about catching errors; it’s about ensuring the content resonates with your target audience.
Follow these strategies to maintain high-quality content when using AI:
- Editing: Use AI-powered tools for the first draft, then go through multiple editing phases, tweaking the language to ensure clarity.
- Fact-Checking: AI can sometimes produce content based on outdated or incorrect information. Always verify facts against current, credible sources. Do you own research.
- Consistency Checks: Ensure that the content is consistent with your brand’s messaging, values, and overall content strategy.
- SEO Best Practices: While AI can help create SEO-friendly content, human insights are needed to balance keyword placement, readability, and audience engagement.
- Accessibility: Adapt content to meet accessibility standards, such as alternative text for images and captions for videos, which AI might not fully address. It is very important for your website content!
- Legal Compliance: Ensure compliance with legal and regulatory guidelines, including copyright laws, privacy regulations, and industry-specific standards.
- Feedback: Implement reader feedback mechanisms and use insights to refine and improve content in areas where AI may not provide reliable guidance. Again, do your own research.
By maintaining high standards of quality, you protect your reputation, add value for your readers, and ensure that your content stands out in an automated market.
Your Role in the AI Revolution
AI is here to stay, and it is rewriting the rulebook for content creation. As a marketer and content creator, your role is more crucial than ever. It is not enough anymore to just understand how to use AI—you must also know how to guide it, elevate it, and ultimately, make it your own.
Remember, if you want to have an impact on your audience, the core of your content should not just be about the information—it should be about how content is presented, interpreted, and woven into a narrative that only a human can create. Use AI to tackle the everyday routine, while you focus on strategies, growth, analysis, and the creative storytelling.
The future of content isn’t AI alone—it’s AI plus human integrity, perspective, and expertise. With the right strategies and a thoughtful approach, you will not only adapt to the changing markets—you will thrive within it.
Olga Bubnova, Founder & CEO at B.gain
Expert in Brand Management, Marketing and Communications for Tech.
I write about tech in simple terms.