Generative AI

AI text generation: How it is shaping written content

According to a survey, an increasing number of B2B marketers use text content to create brand awareness. Here is a list of goals they intend to achieve using text content -

Create brand awareness  80%
Build brand credibility  75%
Educate the audience  70%
Build loyalty with existing clients  60%
Generate leads  60%
Nurture subscribers  49%
Invites for personal/virtual events  47%
Generate sales  42%
Support a new product launch  42%
Build a subscriber list  37%

The data shows that text content plays a significant role in businesses’ marketing strategy, because of which 66% of marketers intend to increase their budget between 1 and 9%.

This article explains what AI content is, how it can empower writers, its current limitations, and its future.

What is AI-written content?

It uses AI technology and tools, machine learning, and natural language processing (NLP) to write unique and personalised text content. While some marketers use AI tools as assistants, others use them to write targeted content for their clients. In general, AI tools help marketers in writing the following types of content items –

  • SEO-optimised blog posts
  • Scanning the text for plagiarism and grammar errors
  • Creating ad copies and buyer personas
  • Writing personalised emails

How does AI empower writers?

AI tools use machine language to write content, speeding up the process. It can also perform repetitive tasks and collect data so marketers can produce relevant content for their audience. Here are a few ways AI content empowers writers –

Higher content creation efficiency

AI content writers generate content at a significantly higher speed than human writers. It can create unique content for each platform and meet the high demand efficiently. You can create long-form content such as reports, blog posts, and articles within minutes.

For example, if you want to write an article on physical fitness post-pregnancy, you provide the AI writer with a list of keywords, questions you want the article to answer, and the target audience. The AI writer will write an article in minutes.

Cost-effective content writing

According to Glassdoor, the average cost of hiring a full-time content writer is $54,290 per year. On the other hand, a monthly subscription to an AI content writer will let you create 100k words. This is when you do not have the budget to hire content writers.

However, you will still need human content writers for well-researched and customised content, such as specialised articles, reports, or case studies.

Help overcome writer’s block

Consistently producing high-quality content is the need of the hour to engage the audience. It helps build trust, establishes thought leadership and brand credibility in the industry, and sets a reputation.

However, humans can face writer’s block, especially when they write on the same topic or industry for a long time. This is where AI tools can create in-depth outlines and content for the target audience.

Challenges and limitations of AI content writers

Content creators worldwide have found that AI can be a part of the initial creation process, but it is not ready to completely replace writers and editors. AI has no emotion, and it cannot feel or think. Here are some of the other limitations –

Plagiarism and copyright concerns

AI relies on data that the annotators feed into it. This means AI writes text by relying on the content that is already fed into it, which limits its capability to innovate. At times, AI content writers may reword sentences from other sources to create content that can be flagged in plagiarism tools.

AI does not distinguish between public and private data and may publish a business's copyright information, which could raise ethical concerns and invite conflicts or litigations.

The content lacks emotion, authority, and expertise

You must create content that establishes your authority and trustworthiness in the industry. This is possible through E-A-T content that demonstrates Expertise, Authoritativeness, and Trustworthiness. This is where human intervention over AI content becomes important.

This tells us that AI writers can significantly reduce our workload but cannot replace human writers. You need experienced writers to automate AI writing and optimise the final content that goes online.

Limited understanding of the target audience

We can feed the AI writer tool with data about the target audience. However, AI-generated sentences may lack emotions, feelings, and understanding of psychographics. This limits the ability of AI writer tools to fully understand the target audience.

*For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like living organisms will be imperative for business excellence. A comprehensive yet modular suite of services is doing precisely that - equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.

How can Infosys BPM help leverage AI for content?

Infosys BPM Generative AI Business Operations platform provides services that help enterprises generate AI content. The team also helps with continuous monitoring, fortification, and moderation of the AI model to prevent it from bias or hallucination and thus be compliant with legal, security, and privacy guidelines.

Read more about the Infosys BPM generative AI for business.

Recent Posts