Though each of these content-generating tools offers different features and targeted use cases, they share certain strengths and weaknesses of the current generation of AI-based tools:
Speed: Because of their speed and wide-ranging capabilities, generative AI can accelerate the process of creating content, saving businesses and writers time and money. Much of the early information-gathering and research done on projects can be expedited, allowing teams to maximize available time and focus on higher-value questions and topics that go deeper than surface-level knowledge. They can also give writers and content teams that initial push to help overcome writer’s block by creating initial drafts or outlines that can be improved upon with unique insights, real-world examples, proprietary brand content, and customization.
AI-powered writing tools can help maintain a consistent writing tone, style, and messaging. As noted above, Grammarly’s Style Guide can be loaded with a brand’s preferred vocabulary, terminology, and other content guidelines that are then enforced in the text editor, similar to how spell-check works. Such automated guidance can support new hires or content contributors less familiar with the company’s brand voice or style guide.
AI copywriting tools save time by automating repetitive writing needs that would otherwise need to be done manually. CarMax
recently used Microsoft’s Azure OpenAI Service to generate vehicle summaries used by potential purchasers. What would have taken 11 years for a human writer was completed in a few months, allowing the editorial staff to focus on higher-priority content not currently possible using AI. Businesses can leverage AI-generated content and other tools to deliver projects with limited resources and aggressive timelines.
Quality and Accuracy: While ChatGPT and other tools can generate increasingly sophisticated content, it won’t likely be as entertaining or engaging as content created by an experienced writer. One of the concerns about ChatGPT is how confident it sounds in its responses. The responses are declarative and sound authoritative, but sometimes they’re just plain wrong. It’s important to keep in mind that these tools are trained on existing data and are subject to any errors, bias, and even misinformation embedded in those data. ChatGPT responds to prompts with what it “thinks” is correct based on the patterns and correlations it identifies, so it’s still a matter of garbage in, garbage out. Bottom line: as with any copywriting, you should edit and review AI-generated copy to ensure it’s logical, interesting, factually correct, flows as intended, and tells an engaging story.
SEO: While there are many areas in which AI-powered technology can accelerate SEO efforts — keyword research, performance audits, and generating meta titles and descriptions, there’s also the potential for SEO spam and abuse. Some are waiting to see how Google and others reshape their policies around AI-generated content before investing in it. Google’s previous policy was vague but was recently updated, saying that it’s just the “spammy automatically generated content” that should be avoided. Businesses that focus on creating quality content and use AI to accelerate and augment those efforts will outperform those simply looking to use it as a crutch.
Ethical and legal implications: For all the buzz and excitement surrounding generative AI, there’s an equal amount of concern about issues like copyright infringement, intellectual property ownership, safety, and accountability. (OpenAI’s mission is to be a guide and ensure that Artificial General Intelligence, or AGI, “benefits all of humanity,” so at least they’re well-intentioned.) And while these tools may technically
generate unique responses, advocates acknowledge that because the information and outputs are derived from existing information, they are often not truly original. For now, we’ll have to wait and see how recent lawsuits pan out and hope that detection tools for AI-generated content get much better.