In recent years, rapid advancements in artificial intelligence (AI) have led to questions about how this technology will shape the working world. For those in the marketing sector, one of the biggest areas of concern is content marketing. With the growth of natural language processing (NLP) and the launch of ChatGPT, many are questioning how AI will impact the future of content writing.
The real question is: does AI present an opportunity or a threat?
The Rise of AI in Content Writing
AI-powered writing tools have made significant strides within the last few years. The rise of software that checks grammar assesses tone, and interprets meaning has all become part of a writer’s toolkit. Yet with the launch of ChatGPT in November 2022, questions began to arise about the capabilities of AI.
Today, these AI-powered tools have the potential to revolutionize the content-creating process. With a written prompt, these models can assist with generating blog posts, news articles, and product descriptions, all in a matter of seconds.
It’s easy to understand the appeal. Rather than pay a staff of writers, business owners can use an AI-powered writing tool to fill their websites with endless articles. This is a strategy that some have already tried and many have to their detriment. A recent study concluded that websites relying on this technology were filled with material that contained false information and errors.
The Importance of Professional Writers
While AI can assist with generating text, reputable websites will continue to rely on professional writers. It’s true that AI-powered writing tools are a huge leap forward but valuable, trustworthy, and engaging content requires a human touch. Only a talented writer has the ability to craft a piece of content that truly connects with the reader.
This is particularly true when it comes to topical and opinion-led pieces. In these instances, we care as much about the copy as the name attached. We value the expertise and experience that comes from those in the know. For example, if we want to read about the latest rugby developments and match analysis, we will choose players and authorities in their field over an AI-generated response.
A Harmonious Coexistence?
So, where does the future lie? Despite the terrifying headlines claiming 90% of content will soon be AI-generated, it seems that the future will rely on a harmonious coexistence.
These AI-powered tools have the power to boost efficiency while saving time and resources. However, we cannot rely on AI to provide factually correct information, deliver authority and expertise, or provide a deeper human connection.
Although AI will assist in streamlining the writing process, professional writers will remain crucial to the future of content writing.