AI Strategy
June 12 2024
Generative AI (gen AI) is red hot right now as marketing executives see the technology as a groundbreaking tool in the area of content creation. And whether it’s used for drafting marketing copy, generating articles or producing engaging multimedia content, gen AI’s capabilities appear nearly limitless. However, as Spider-Man’s Uncle Ben wisely said, “with great power comes great responsibility.” So,
Corner of Fifth
Generative AI (gen AI) is red hot right now as marketing executives see the technology as a groundbreaking tool in the area of content creation. And whether it’s used for drafting marketing copy, generating articles or producing engaging multimedia content, gen AI’s capabilities appear nearly limitless.
However, as Spider-Man’s Uncle Ben wisely said, “with great power comes great responsibility.” So, it’s crucial to understand the potential pitfalls and downsides of leveraging gen AI in creating marketing and editorial content.
First up, gen AI can lack originality and creativity. Gen AI platforms are typically trained on existing data sets and tend to replicate patterns and styles present in their training sources. This can result in content that lacks a unique voice or any creative flair. Original thought and innovative perspectives are hallmarks of effective content, which gen AI may struggle to emulate.
There are also ethical considerations with gen AI content creation. The ability of gen AI to generate compelling content can be misused to create fake news or misinformation, or even deceptive content. Additionally, there’s an ongoing debate regarding the intellectual property rights of the content produced by gen AI. This raises questions about the ownership and the ethical use of AI-generated content.
There’s also the fact that gen AI lacks a human touch. Content created by people carries key qualities that are difficult for gen AI to mimic. This includes emotion and empathy, and a real personal engagement. A human touch in storytelling or narrative can help create a deep connection with the reader. This is especially important for brand narratives as well as editorial content. AI-generated content often misses critical nuances that foster that connection.
There are also reliability concerns to consider. While gen AI is adept at producing content rapidly and in large quantities, the quality can be inconsistent and even questionable. Reliance on gen AI without oversight can lead to inaccuracies, unintended messaging and even contextually inappropriate content. The lack of understanding of nuance, sarcasm and cultural contexts can lead to misinterpretations and potential backlash.
While gen AI can offer exciting possibilities for content creation, relying solely on these tools can lead to pitfalls — from creativity deficits to ethical issues. The key to effective use of gen AI lies in balancing the technology with human oversight and creativity. As we venture further into an AI-augmented era, creators must maintain a vigilant approach to ensure the quality and integrity of their content — preserving the irreplaceable value of human touch in the world of digital communication.
