From ChatGPT to Bard, have the robots finally become better writers than humans?
Not quite. Although interest in artificial intelligence (AI) content marketing and AI-generated articles may be at an all-time high, the evidence suggests that robots still have a long way to go before creating content close to rivaling human-generated content. That said, AI can be a useful tool to help you create custom content for your customers. But you must add the human touch at the end, injecting your brand’s personality.
If you want to save time with an AI content tool, take the time afterward to humanize the content, so you can continue to provide your customers with a top-notch experience.
What Is AI-Generated Content?
AI-generated content can be anything from blog posts to books, articles, or marketing copy created by a machine. However, the bots aren’t yet at a point where they’re capable of producing content from nothing. They still need prompts and parameters from a human. Those parameters vary based on how sophisticated the AI writing tool is. Some can spin out an entire article with just a keyword, while others may need a bit more, such as a paragraph description or outline.
Without getting too technical, AI can “write” thanks to natural language generation (NLG). NLG isn’t new – it’s been around since the 1960s. But, it’s only very recently that NLG got pretty good, thanks to developments in technology and the “intelligence” part of artificial intelligence. The computers can read the instructions we give them better now, meaning they can write better.
Why Is it Important to Humanize Artificial Content?
AI might be on the rise, but it’s still got a ways to go. More often than not, the content produced by AI sounds like it was written by a robot. It’s stiff and somewhat repetitive. The robot that wrote the content may have gotten the meaning but missed the essence. Just as people talk about the uncanny valley with regard to humanoid characters, there’s an uncanny valley with AI-written content. It may look okay, but on closer inspection, there’s something unsettling and just a little “off” about it.
Adding the human touch also helps to:
- Boost personalization: We’re not yet at the point where AI can take on an authentic voice or make your messages resonate with your audience.
- Correct mistakes: Chatbots may be good, but they’re far from perfect. They make mistakes and usually don’t produce polished pieces. The draft you get from a chatbot might be long-winded and dense.
- Meet user demand: There’s more content now than ever, and the demand for content is increasing. To meet demand, AI can help streamline work but should never be solely relied on to produce content for your brand across all channels.
- Increase conversion rates: Dense, long-winded AI content won’t win you any fans or new customers. To get those conversions, you’ll need to add a few humanizing touches.
How Can You Humanize AI Content?
AI can help you produce more content and improve your digital marketing efforts. There are some things you can do to make that content more life-like and authentic:
- Treat AI-generated content like a first draft: AI is a tool, not a strategy. Always read over the content your robots create and make tweaks and adjustments before going live.
- Write for people: Google rewards content written for people first, search engine optimization (SEO) second. That means focusing on what your readers need and want when reviewing AI content. The articles and blog posts you publish should provide something of value to humans. Your content should also boost the user experience.
- Use the right tools: Not all AI content tools are created equally. If your goal is content creation, pick a tool specializing in that rather than editing or boosting SEO.
- Consider the context: AI doesn’t have the hang of nuance or context yet. It’s fine at creating generic, general content but struggles to connect with a target audience. When you edit AI content, it’s up to you to add those little touches that speak to a specific type of consumer or audience.
- Use your brand’s voice: Your brand’s voice allows you to stir certain emotions in your audience. It also gives your brand personality. AI usually can’t produce a brand voice, so it’s up to you to add it later to give your content some zing.
- Shorten it up: If your AI content generator spits back a 250-word paragraph full of run-ons, you will have to edit it. Break up large chunks of text. Cut the length of sentences. Make the content scannable and skimmable.
Does Using AI-Generated Content Hurt Your Search Rankings?
When it comes to improving your website’s search engine rankings, you may be tempted to use AI-generated content. However, this could end up doing more harm than good in the long run. Search engines use complex algorithms to determine rankings, and while AI-generated content can look polished and well-crafted, it often lacks the kind of unique detail that search engines look for when they index a website. As a result, your website may end up getting pushed down in the search rankings if the search engine determines that the content lacks originality. To ensure that your website’s search rankings don’t suffer, it’s best to rely on quality content that is created by humans.
AI-generated content may not contain the same level of quality and relevance as content created by a human writer. For this reason, it is best to exercise caution when considering AI-generated content for SEO purposes.
Work With ZGM for Authentic Content Marketing
Zero Gravity Marketing can help you give your content the human touch. As a full-service digital marketing agency, we work with you to develop a unique strategy and help you reach your goals. Contact us today for authentic content marketing services.
