AI Writing: A Helping Hand or a Threat to Marketing?

AI writing is based on software that generates text following the guidelines of a given prompt. It is a machine thinking, organizing, and putting “ideas” in order for me. There is a problem of consistency behind this. Why? Writing involves reflection, individual thought, and expertise, which AI lacks. But then, how is it that we see it so much on the internet? This is where the problem begins.

I start from the idea that there is no knowledge, mechanical or human, that is unfounded from nothing. All human knowledge begins with some point, some reference, an experience, a reading, or a memory. So condemning AI writing outright is not only unfair, but also prejudiced. However, relying completely on a chatbot to generate our content is also a very poor form of creation.

What if we consider a balance? Is AI writing a threat, or can I utilize it to my advantage? I reflect on this in this article. 

What is AI writing?

This refers to content created by artificial intelligence. We utilize a complementary tool to create and potentially publish generated content.

We talk about AI writing when we use text generated by one of these software programs to replace that written by a person. Or, instead, a person stops writing text so that AI can develop it.

This becomes a problem when the use of artificial intelligence becomes a resource that makes us dependent on its use, thus causing:

• Lack of criteria for content writing.
• Absence of creativity in marketing environments.
• Low-quality written and visual content production.

Helping Hand

Unquestionably, generative artificial intelligence has become a useful tool for writing. It helps us categorize ideas, search for information, and organize approaches. It is a valuable and time-saving resource when we face the arduous task of writing.

Among the benefits that AI writing offers to marketing and writing in general are:

• Easy topic selection.
• Topic hierarchizer and selector.
• Complement for research in LLM subjects.
• Valuable complement for SEO optimization.
• Suitable supplement for improving marketing strategies.
• Excellent tool for project management.

Potential Threats

But AI writing poses several threats. Outside of marketing, the simple act of writing is becoming a museum piece. In other words, fewer and fewer people are actually writing. Increasingly, people are relying on ChatGPT or other forms of artificial intelligence to organize their ideas. As a result, critical-rational thinking is in decline, content has become monotonous, and the quality of written work is declining.

Some of the most apparent problems facing both written text production and digital marketing in general with AI writing are: 

• Lack of creativity and innovation in content production.
• Repetitive and dull content campaigns.
• Risks of misinformation, lack of verifiable or accurate information.
• Inconsistency or poor quality.
• Risk of lack of authenticity in terms of content authorship.

Implications of AI writing in a business model

Focusing specifically on marketing, it is true that AI represents an efficient business management model. It allows for considerable budget cuts for routine tasks, in addition to streamlining processes. But it also has negative implications, such as creating considerable dependency.

Among the positive points we can highlight are:

• Efficiency. AI tools accelerate our content creation. This enables us marketers to produce repetitive tasks, such as ads and social posts, more efficiently.
• Personalization. AI can tailor messages to our various customer segments in real-time.
• Cost savings. It reduces our reliance on large writing teams for routine tasks.

It also presents some significant problems, including:

• Generic content. Void ideas. We find here an overuse of AI risks blending into a sea of sameness, losing brand voice.
• Trust. They are widely known to be inaccurate and often fabricate answers. AI can hallucinate facts, which could hurt credibility.
• Over-reliance. Teams that skip human oversight might miss cultural nuances or emotional resonance.
• Ethics. A key point for me. Concerns about originality, plagiarism, and whether audiences can trust AI-generated copy.

Balanced View Behind AI Writing

I believe that AI writing, like all artificial intelligence, is instrumental. However, I’m not referring to replacing written content creation. It should work as a complement, as an aid to traditional text creation.

Do you use AI to search for topics or find out which topics align with what you write? Do you want to search for convenient keywords for free? Using AI-generated content is an excellent alternative.

I believe there is a possible balance between marketing and AI writing. This balance should not be based on the supremacy of AI over our day-to-day tasks. It must be a resource that optimizes digital writing, offering new perspectives on content analysis and planning marketing campaign strategies.