AI’s Role in Content Marketing
OpenAI, the San Francisco-based AI analysis lab, introduced their latest model of Generative Pre-trained Transformer software, also known as GPT3, in May 2020. This groundbreaking software has made a significant impact on content marketing. So what does the future hold for AI in content marketing?
GPT3 utilizes deep learning and employs over 175 billion MLPs (Machine Learning Parameters) to generate high-quality text. It has been used to create fiction stories, code completion software, and even text-based adventure games.
Interestingly, one area where GPT3 has gained immense popularity is in marketing, specifically in content-based marketing. Startups like Jasper.ai and Rytr are utilizing GPT3’s public API to help marketers generate blog posts, email newsletters, landing page content, and advertisements at a fraction of the cost traditionally required for human writers.
How AI Content Generation Works
The process of generating content using GPT3 is quite straightforward. Users simply input a topic and relevant keywords or details, and the AI engine takes over to produce the desired content.
Take a look at this screenshot of content I was able to auto-generate using Rytr.me:
As you can see, the quality of content produced with GPT3 surpasses anything previously achieved with AI-based tools. This has led experts to speculate that the future of content is AI. Why hire humans to write when a computer can produce well-researched articles at a reduced cost? However, this development has also raised concerns, prompting Google to caution against AI-generated content that violates their webmaster guidelines.
GPT4 and Its Implications
The upcoming release of OpenAI’s GPT4, expected later this year or in 2023, could revolutionize content marketing. The question arises: Will GPT4 be refined enough to fool the Google algorithm into believing it’s human-written content? Moreover, what if Google decides to utilize similar technology to directly answer search queries instead of redirecting users to other websites?
This possibility could potentially redefine the entire internet ecosystem.
The Long Way Ahead for AI in Content Marketing
While the future may seem bright, it’s important to acknowledge that AI is still a long way from completely replacing humans in content creation.
One major limitation is the quality of content produced by AI. It heavily relies on MLPs, and there will never be enough data to match the objectivity and creativity of human-produced content. Criticisms have also surfaced regarding biases in GPT3-generated content. For instance, it has been accused of associating “Islam” with “terrorism” and perpetuating negative racial stereotypes.
Such biases have no place in modern marketing assets and can severely damage a brand’s reputation. A single mistake can undo years of brand-building efforts.
The Ideal Approach: A Hybrid of AI and Human Intervention
So, what does the future hold for AI in content marketing?
AI certainly has its advantages, allowing businesses to rapidly scale up without a corresponding increase in resources. However, the optimal approach is a hybrid one that combines AI capabilities with human intervention and gatekeeping. This ensures that the AI-generated content aligns with the expectations and standards of your content marketing efforts.
By striking this balance, businesses can harness the power of AI while maintaining the expertise, authoritativeness, trustworthiness, and experience that only humans can provide.
Stay tuned for the exciting developments in AI’s role in content marketing. It’s a fascinating journey ahead!
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