Many human writers are worried that far too many people will answer with a resounding yes. In fact, the Writers Guild of America went on strike in May 2023 to force the film industry to add a contract clause protecting its writers from AI.
The clause is pretty comprehensive. It would not allow AI to rewrite materials written by human authors. It would not allow content written by WGA authors to be used as AI source material. Furthermore, it would not allow studies to use content created by WGA authors to train AI.
Marketers, unlike many writers, are embracing AI. About 33% of marketers use it to generate ideas for marketing content. About 28% of marketers use it to create content such as blog posts, emails, press releases, and social media content.
But is it an ethical practice?
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Should You Use AI For Content Creation?
There are pros and cons to using AI for content creation. Marketers should consider both sides carefully to make an informed decision.
The pros
It’s faster to use an AI tool than to create content on your own. Furthermore, it’s cheaper to have a computer create content than it would be to hire a human content writer.
AI can create good content in some settings. It can even learn from your writing style and mimic it. Many people won’t be able to tell the difference between your content and your AI-generated content.
Google has said that it would not block AI-generated content. This is good news for those who are concerned that using AI to generate content would lower their search engine ranking.
The cons
At the same time, Google has warned users yet again that its search engine would not tolerate low-quality, inaccurate content. Content has to be useful, helpful, and original to rank well. AI-generated content doesn’t fit this bill for several reasons.
First, AI doesn’t have human emotions. It cannot empathize with a client’s pain points. It doesn’t know how to connect with individuals. Thus, AI-generated content won’t appeal to many potential customers.
AI is also not always precise. It gets its information from algorithms. This means it could generate inaccurate, misleading, culturally offensive, and/or biased content.
Furthermore, many AI content generators use words and phrases that sound unnatural. This incoherent content could do your business more harm than good by diminishing brand trust. The end result would be a high bounce rate and a lower search engine rank.
AI content generation also poses legal and ethical problems. AI-powered tools get their content from their programming. The content used in programming comes from the internet.
If the content is good, the odds are that it’s copyrighted. A human author could take legal action against a company that uses plagiarized content, even if the company did so inadvertently.
You can see more pros and cons inside this interactive ebook.
How Should Writers And Marketers Use AI?
AI, like the internet, is a great tool to help marketers and writers achieve their goals. However, it can’t do all the work on its own. It needs human control and direction in order to work as it should.
How marketers can use AI
AI can analyze a website faster and more effectively than a human. It is a great tool for catching content gaps. Addressing these gaps can increase trust in your business and boost sales.
AI can also help you identify and reach your target audience. It can personalize existing content, tweaking it to appeal to select demographics. It can also show custom content recommendations to users to keep them on your site.
AI can improve your SEO by helping you identify relevant keywords for use in content creation and PPC ads. It can also help you find the best content creators for any given project. It can even check the content to ensure it was not created using AI-powered tools.
How writers can use AI
AI and human writers are commonly viewed as direct competitors. However, this isn’t the case. AI can help human content writers improve their writing and create great content faster than would otherwise be possible.
AI can help a writer research content ideas. It can provide great headline options. It pulls up stats quickly, enabling a writer to create interesting, accurate content without spending long hours doing research.
AI can also help find images and videos that can be embedded in written content. Written content with visuals can get up to 94% more views than content without visuals.
The Best Of AI And Human Writers
AI is a great tool to improve the quality of written content. Marketers and writers alike should feel free to use it to its full potential. There are plenty of tools to pick from, making it easy to try a few out and find the one that works best for you personally.
At the same time, AI should never fully take the place of a human marketer or writer. Marketers need to carefully analyze AI-generated information to ensure it’s accurate and unbiased. Human writers should use AI-generated text to generate content ideas, but not wholesale content.
WriterAccess offers the best of both worlds. The site offers access to thousands of experienced, vetted human content creators. Each content creator is committed to creating unique content to the best of his or her ability.
At the same time, WriterAccess uses AI-powered tools to connect marketers to the writer who would be the best fit for a project. It takes brand voice, industry, topic, expertise, and other factors into account. It then provides immediate suggestions to help marketers find creative expertise without undue delay.
Do you need to scale content creation without compromising quality? Are you looking for engaging, unique content that will boost SEO, site traffic, sales, and brand loyalty?
If so, AI isn’t going to help you achieve all these goals on its own. However, WriterAccess can. Check out our AI-powered features or our 14-day free trial period to discover why marketers from all industries use our platform to boost their marketing campaigns.
