While theories and the concept of artificial intelligence have been around for decades, this year has seen the field burst into the public consciousness.
The speed and progression of machine and deep learning by AI systems have generally been met with a combination of praise and fear, but even the technology’s pioneers have been taken by surprise at the accelerated rate of AI’s capabilities and how these can be applied to industries across the board.
In the world of PR, marketing and communications, AI is trying to make inroads and change the way content is made. From simple predictive text suggestions when typing up a press release to developed systems like Hootsuite’s post generators, website chatbots and the ubiquitous ChatGPT, the presence of AI is becoming impossible to ignore.
Are there any benefits to incorporating AI?
As mentioned in our blog about AI’s impact on video editing, AI can save time and improve efficiency for users. Ideas, media lists and even short pieces of content can be created in an instant which could allow marketing professionals to focus on other tasks and manage their time more strategically. It can be handy during out of office hours – website and social media chatbots are live and ready to answer customer queries at any time of the day.
AI can also be used as a springboard for content creation. ChatGPT is a prime example of this and while it won’t quite replace thorough research for press releases and blogs and team brainstorms for campaigns, it can stimulate creativity by suggesting buzzwords and hooks that may not have been considered otherwise. Of course, the success of using ChatGPT does require the human touch as the results that will be produced depends on what the user is inputting as a request.
Should we shy away from AI?
Despite the incredible advances in its learning, AI is not without its faults. Anything generated by AI will require careful proofreading and editing before it is incorporated into campaigns or content. This can be to check grammar, translations, copyright infringement (and other potential legal ramifications) or to avoid causing offence. Hootsuite’s caption generator comes with a disclaimer that the tool may display inaccurate or offensive material that does not align with its views so it’s always worth checking before clicking the post button!
Automated content can be used to inspire but is unlikely to replace copywriting altogether. Current models lack a sense of authenticity, empathy and understanding: the human touch. So, while AI can churn out content at a faster rate, it can be repetitive, generic and of a lower quality than that produced by marketing professionals who can weave their experience, expertise and creativity into the copy.
Will marketing change forever?
AI tools are already present in the marketing landscape, but the robots won’t be taking over anytime soon. AI can’t replace the relationships built with clients or journalists, the insights of what works or doesn’t work for a particular campaign or humanise content. However, it shouldn’t be dismissed entirely either. A balance needs to be found where humans and AI can work together, using the benefits of AI to enhance efficiency and creativity effectively.