Whitney Korniuk is senior vice president of marketing at TalentLaunch . He has 15 years of experience in marketing, branding and retail strategy.
Everyone is talking about them. By them , I mean new artificial intelligence (AI) content creation tools that can write your next blog, create your next presentation, and develop your next brand.
These tools have been around for a few years, but AI took over the marketing conversation when ChatGPT arrived in late 2022. Ryan Reynolds even used ChatGPT to write a recent commercial for Mint Mobile. It always loads when I try to access it; Apparently, when you're famous, there are special rules.
So the million dollar question remains. are these tools good? There are questions about AI tools replacing humans in marketing roles, the impact of AI on student learning, whether AI can write its own papers, and whether leadership makes sense.
Last year, Google announced that content written using these tools would be considered auto-generated, a violation of webmaster guidelines, and spam. They recently revised this position to explicitly target AI content created for search ranking purposes. This experiment shows that Google can already track content created by artificial intelligence and recognize relevant sites.
What are marketers to do in all this maelstrom? Before you dust off your resume and rethink your career, I advise you not to look a gifted horse in the mouth. They will inevitably change the marketing industry. But if used correctly, they can complement and enhance, not replace, the work of an existing team.
Here are three benefits of getting into the AI content creation game.
Use artificial intelligence as a starting point.
If you're like me, the worst part of writing is getting started. You have a blank page. AI tools like Rytr, Copy.ai, and Jasper can create blog posts, social media copy, or multi-person emails. They can even include targeted keywords. But the real beauty is when a creative writer takes the first draft and refines it. Add emergency or additional information for the consumer. Also, Google is more supportive of this approach.
Increase team productivity.
Imagine how much more content your business could produce if each blog topic took an hour or two to edit and polish instead of five or more hours of research, writing, and rewriting. Or if your social and creative team could spend more time on different posts instead of scouring stock photo sites to find the perfect image. If artificial intelligence can remove some mundane steps from the process, the possibilities for creating more and better work are endless.
Improve customer segmentation and personalize your assets.
Any good marketer knows that the key to building a brand and increasing conversions starts with understanding your audience. But creating unique content for each profile persona, let alone each prospect, is time-consuming. AI tools allow marketing teams to create more targeted content and messages without working 24/7.
This is the main thing.
AI tools are just beginning to evolve and will likely continue to do so. As marketers, I think we need to understand what this technology can do for our industry, but be realistic about its impact. These tools are not a complete substitute for human creativity, but they can help ignite it and direct it in the right direction. Remember that AI tools generate content 10x faster, you can imagine how quickly the market will be flooded with articles, social media posts and cold emails. With more competition for attention and limited impressions, branding will prevail. It will be more important than ever for marketers to clearly define and reinforce their company's brand position, identity and approach to value creation. The good news is that your team will now have more time to do so.
The Forbes Communications Council is a closed community for executives in public relations, media strategy, creative and advertising agencies. Am I right?