From Content Creators to AI–What Is the Future of Content Creation?
Digital Marketing
Dec 22 2022
Anyone who has been online recently has seen a swath of new artificial intelligence (AI) technology. Some are being hailed as amazing ways to make art, while others are being used to create basic website content with just a few clicks of the mouse.
While artificial intelligence does have a place in the future, one of the biggest concerns people have is whether or not it will take over much-needed jobs in the content-creation sector. What will it mean for humans if AI gets so good at the job that people aren’t needed anymore?
Realistically, AI isn’t going to take over jobs overnight, and understanding AI’s pros and cons can help marketers determine how this tool fits in with the future of their work.
Why Using AI Is Beneficial
In 2021, McKinsey & Company predicted that androids and algorithms would take around 45 million jobs off the market by the year 2030. But it’s 2022 now, and while AI technology is improving quickly, it’s still a long way from serving as a full content-creation suite. Knowing this, AI isn’t something that content creators should fear.
Automation, one of the best parts of AI, can help you eliminate tedious tasks that take away time from more creative or pressing tasks. For example, as a digital marketer, you can use AI to gather customer data and analyze it, so you have better information to create your marketing strategy. You can set up automated emails or schedule posts on your social media, so you can be sure your customers are being contacted at the appropriate times even when you’re offline.
With writing, AI writing assistants take less time to assemble content (including source material). For writers with a heavy load and pressing deadlines, having a tool that assembles everything they need in one place can be a significant time saver. In short: artificial intelligence has the potential to help you boost your productivity and return on investment, which can be worth its weight in gold.
Why AI Isn’t a Replacement for Content Creators
There are still downsides of AI that must be considered if you’re thinking about using it in-house. While AI is an exciting and relatively reliable new technology, it isn’t necessarily as nuanced as a human can be. There are many variables that go into making good content and beating out your competitors. AI may not have the finesse needed to get you exactly what you need in terms of personalization and creating a true connection between your brand and your audience.
That’s because although AI can be used to help make content, the human element still has to exist. Think of it in terms of SEO: you can write ads with algorithms in mind, but ultimately, the ads have to resonate with humans, not robots. Without humans at the helm, it’s hard to say what kind of content would really come out and if it would have the more personal feel that is needed to connect with real, living audiences.
While the software may become more sophisticated, AI isn’t going to replace human content creators as much as it may take away some of the behind-the-scenes tech work. It may be able to create basic content and automate many parts of the marketing and content-creation process, but human creators, like content writers, will need to be at the keyboard to take automated or AI-crafted content to the next level.
What Is the Future of AI?
The future of AI isn’t clear yet, but with the global AI market valued at more than $136 billion as of 2022, the only thing that is a sure thing is that AI is sticking around for the long-term.
Companies that are able to harness AI and mesh it well with human creators will find that they can achieve an excellent ROI and get more done in less time. For example, take a look at speech AI at Overdub. With voice cloning, it’s possible to have a voice actor record a few hours of speech and then create an entire AI character that speaks just like them.
Then, if someone records content and misses a word or messes up their script, the AI voice can blend in and “repair” that recording. This is a great use of AI that doesn’t take away a job (but does make one easier).
In the end, AI may not take all the jobs off the market but instead, make people’s jobs easier, so they can focus on more creative aspects of their jobs and be less weighed down by the technical aspects of their work.
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