How artificial intelligence is changing content marketing

In 2023, neural networks became available assistants for content creators, but there is no talk yet of replacing human labor with artificial intelligence. Let's see how technology develops further.

Artificial intelligence is the leading trend in the development of information technology this year. Neural networks have penetrated into many areas of life: they are talked about in the news, their creations appear in advertising, and sites filled with robots are multiplying on the Internet. Smart services have mastered writing and editing texts and creating visual content. Hundreds of online courses have appeared on the Internet that help you understand Chat GPT and similar products.

The idea of shifting content creation to robots seems promising. I pressed the button and the high-quality text for the site is ready. There is no need to look for copywriters, editors, or bother with edits. However, in practice, not everything is so rosy.

Artificial intelligence is still far from reaching the level of expert text. When it comes to collecting textures, cars limp on both legs. However, technology is developing. It is difficult to predict what level of writing they will achieve in five years.

As a result, content professionals are wondering if they will lose their jobs in the foreseeable future.

The spread of neural networks is significantly changing the industry: in some places it facilitates processes, in others it requires the introduction of new quality standards. It is not yet clear where this trend will take us, but it is interesting to follow the progress . We invite you to speculate on how artificial intelligence is changing content marketing.

AI texts and search engines

With the advent of neural networks, creating SEO texts has become easier. All you have to do is decide on a topic, choose keywords and enter them into the service. Basic tools will generate general material, advanced tools will analyze articles from the top and write detailed text.

But there is one “but”. Search engines have the technical ability to identify generated materials. The only question is how they will react to them. Will such content be flagged as low-quality, or will algorithms give humans and robots an equal opportunity to compete for user attention?

There are not many examples of high-quality AI texts on the Internet that could come close to materials from experts and professional copywriters. Decent versions have a lot of hand editing.

For now, there is no need to be afraid of competition from neural networks. They do a good job of generating simple texts: category or product descriptions, comments, reviews. They are still far from full-fledged longreads .

However, Google has already made an official statement that they will not deliberately lower AI texts in search results. They will continue to focus on quality and benefit for the reader, rather than authorship. With one exception: if artificial intelligence does not manipulate search algorithms, otherwise the resource will be banned.

Artificial intelligence as a newswire

What neural networks do best now is attract everyone's attention. The results of their work are often just an idea for the finished product. Or absurd and unusual content for advertising. Messages about campaigns prepared with the participation of AI are scattered across the media and social networks.

For example, designer John Mauriello asked the Dall-E 2 to depict a car similar to a MacBook and Magic Mouse. Apple's car concept has become a hot topic.

The Saatchi & Saatchi agency team generated Christmas greeting cards from edits and customer feedback.

Ryan Reynolds directed the ad based on the Chat GPT script. The neural network was given three conditions: that the video contain a joke, a curse word, and a reminder about the Mint Mobile promotion.

Other options: brands add generated images to advertising, entrust robots with managing social networks, design packaging according to the product description, and entrust them with maintaining a news column on the website.

Replacement for stock photos

Designers look for elements for their projects in the same photo stocks. They pay good money for it, but they risk getting a non-unique result. Neural networks are already capable of coping with the problem.

You will have to work hard with the description: indicate as many details and parameters as possible. But with a few tries you can achieve a decent image. Especially if the plot does not involve people and objects with complex textures and shapes.

Visual tools can also be used to create unique illustrations. They will complement the article or white paper . For example, in the style of Bosch:

In the development of UI design, interfaces, and graphics for social networks, robots are still only so-so assistants. Their options are only suitable for inspiration.

In conclusion

In 2023, neural networks became available assistants for content creators, but there is no talk yet of replacing human labor with artificial intelligence. Let's see how technology develops further.

Smart services can already be used for:

If you liked the format, don't forget to like and share with your colleagues. In the comments, tell us which scenario for using neural networks in content marketing we did not take into account.