Artificial intelligence opens up a universe of opportunities. As new AI tools emerge every day, so too do new ways to use AI in your business and everyday life. You can use AI to do almost anything.
But that doesn’t mean AI will replace content marketers, SEOs, or writers – or, at least, it won’t replace them Still.
Artificial intelligence has a lot of potential. But it also has limits. Before using AI for content marketing, it’s helpful to get to grips with the constraints of AI.
It’s not sentient
AI doesn’t have a brain like you or me. He cannot think or feel.
Artificial intelligence knowledge is based solely on logic. On the contrary, our knowledge is based on a mix of reason and emotion. Our experiences and feelings shape how we see things. But artificial intelligence does not have this ability.
AI might fake human emotions, but that’s simply an illusion. The emotion of artificial intelligence is taken care of. Artificial intelligence can only perceive things based on the information it receives.
You can’t rely on its accuracy
Sure, AI is powerful. But it’s not always accurate. Just like humans, AI gets it wrong sometimes.
When you use ChatGPT, you’ll see a disclaimer that states: “ChatGPT may produce inaccurate information about people, places, or facts.” While AI tools do their best to provide factually accurate information, they still need a human touch.
If you use AI, fact-check the information it provides you. This is especially important when writing YMYL (Your Money or Your Life) content that has real effects on readers. In these cases, a human touch is key to ensuring that EEAT (experience, expertise, authority and trustworthiness) is present in your content. AI can’t replicate this, running the risk of your content being inaccurate and low-quality.
The output is limited by the input
Getting the best possible results from AI depends on providing it with the best information possible.
It’s like asking someone to design a logo for you without giving them the exact details on how you want the logo to look. They could do it well. But they’re more likely to get it wrong, and you’ll find yourself in a back-and-forth ping-pong match to reiterate the project.
You have to tell the AI exactly what you want. Otherwise, he’ll hazard a guess (and probably be wrong). Be specific in your request, for example Truly specific. Want AI to give you ten content ideas for a blog post about programmatic SEO? Say that! Want to make sure these findings are only for the SaaS industry? Say that! The more specific the generative AI prompt, the better the output.
The answers may seem pre-packaged
You can have AI write landing pages, blog posts, and ad copy. But you might not want that.
Remember how I said that AI isn’t sentient? And that the output is limited by the input? Well, both of these factors also contribute to the answers looking one way or another meh.
AI responses may seem canned. They lack the originality and personality you get from a human writer who knows your brand inside and out.
That said, you can train some AI tools, like ChatGPT, to produce content that reflects your brand’s voice, personality, and tone. You can do this by sharing examples of your writing style, providing background information about your company, and providing your tone of voice guidelines. But I will talk about it in more depth later in the article.
Another attribute that limits the creativity of AI outputs is that it does not automatically consider the stage of the user’s journey, their current motivations or desires, or the exact words that drive action for them. AI doesn’t know your brand’s deeper origins or future goals unless you train it on them.
All of this results in creating generic content that anyone could write. Use the AI enough times and you’ll notice familiar patterns in the responses. It sounds like artificial intelligence.