Nothing unites content creators and marketers more than the modern dilemma between relying on innovative technology or limitless human creativity. On one hand, there is the accessible and cost-effective AI that can swiftly generate content at a high volume. On the other hand, human creativity, albeit time-consuming, generates unique content and creates lasting connections with consumers. To optimize sales growth, audience engagement, and marketing campaigns, it is crucial to know the best way to use each approach.
Artificial intelligence excels in delivering content with speed and abundance. AI content can be customized to improve SEO rankings, reduce bounce rates and draw in website visitors, thereby reducing pressure on the marketing budget. However, there are limitations and ethical concerns related to AI-generated content. The algorithms lack contextual comprehension as they are trained on processed data, leading to a lack of creativity and credibility. In a study conducted in 2024 that compared chatGPT and humans in writing scientific review articles, it was found that 70% of the sources used by AI were inaccurate. Utilizing AI for content writing is most suitable for repetitive, data-driven tasks such as product descriptions, scheduled social media posts, and basic blog content.
In contrast, the emotional facet of storytelling and content writing can only stem from a human mind. Content crafted by humans, such as testimonials and opinion pieces, always showcase critical thinking and an innovative perspective. Also, content marketing relies heavily on the masterful use of credible facts to cater to the targeted audience’s personal needs and desires. It takes a team of experienced writers and editors, instead of a chatbot, to infuse a unique tone into finished content to foster trust with the targeted consumers and distinguish the brand. Nevertheless, this level of creativity requires time and skilled labor which are not always guaranteed. According to a 2022 IBM report, 25% of companies were turning to AI adoption to address labor and skills shortage. In short, human-generated content is at its best when used for brand identity, critical analysis, storytelling, and quality enhancement.
In certain scenarios, a hybrid approach proves to be more beneficial than solely depending on one method. A rule of thumb is to use AI to create templates and outlines, which can then be personalized by human touch for distinctiveness. Marketers and content creators must leverage the strengths of both AI-generated and human-generated content, to formulate a stellar content that yields lucrative results.
Sources:
1. IBM Global Data
2. The Use of Artificial Intelligence in Writing Scientific Review Articles
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10912250/
3- Socially Responsible AI Algorithms: Issues, Purposes, and Challenges.
