I recently visited an almost fully automated factory. The number of employees was minimal, and their duties were limited to ensuring the right amount of materials and pressing the appropriate buttons. Their real work began when the machines broke down. Then, people proved to be indispensable.
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Errors are the first element that makes artificial intelligence not yet fully capable of replacing a human. Groups and forums dedicated to AI are full of conversations with ChatGPT, which gives a recipe for soup with nails, invents book authors or creates data from reports that never existed. Why? Because it was created to give us answers. If it doesn't know them, it generates them.
Therefore, in case of errors in content production, just like in the mentioned factory, a human is necessary. However, it can be safely assumed that these errors will be able to be eliminated over time. So what proves that the famous ChatGPT or other tools that operate based on AI will not yet replace a human who deals with content marketing?
Konrad Budek
– The first and most important barrier to full automation in content marketing is creativity – argues Artur Kurasiński.
– The human ability to think abstractly, interpret emotions, and create original, engaging content that touches human hearts, remains beyond the reach of current AI technologies. Authors can explore cultural nuances, humor, and also understand human experiences, which makes them irreplaceable in creating content that resonates with readers on a deep level – he emphasizes.
Ethics and morality are other aspects that artificial intelligence still struggles with. Although AI can analyze data, a deeper understanding of the needs, desires, and motivations of recipients, as well as social and cultural sensitivity, remain the domain of humans. Only content creators can assess their adequacy and compliance with brand values. AI does not have similar sensitivity. Moreover, artificial intelligence bears no responsibility for the content produced, so it should not create it without proper human support. People also better understand the business goals of the brand, so they are able to create content that will be fully integrated with them.
Social interaction, crucial in social media and community building, requires a certain dose of empathy and the ability to engage in communication - other elements that go beyond the capabilities of AI. Finally, people's ability to respond quickly and adapt to new market conditions and audience expectations is another advantage over artificial intelligence in the dynamically changing world of content marketing. Many people also think that content marketing is just about creating content. However, this is the domain of copywriting, while the role of a content manager is much larger.
- A content manager is a person who primarily manages content - says Anna Lewdoń-Blacha, Co-Founder & Creative Owner More Bananas.
- They create content plans and strategies, manage the team, cooperate with subcontractors, select the best distribution channels, develop personas or finally also play the role of a copywriter - she adds.
This complexity, contrary to appearances, is an element arguing for the implementation of artificial intelligence in the daily work of a content manager. However, it is important in this process to select the right tools and use them in such a way that they provide real support, allowing to speed up the process of planning, production or publication of content.
Ewa Pawlik
There are a number of tools that facilitate the daily work of content managers. They allow you to plan topics, predict trends, they are able to select the appropriate keywords that will help better position the brand. They can finally help in creating a certain skeleton of content, which will then be developed by a human, because the level of texts created, even by the paid version of ChatGPT, is still schematic and at a high level of generality. And although each of these actions will speed up and automate the content production process, it is not able to fully conduct content marketing activities.
Tools such as ChatGPT, Rytr or Copy.ai have the ability to generate creative topic proposals, and then transform them into unique content. These tools help in creating drafts, which can then be refined to perfectly meet the individual needs and expectations of the audience. They also support interaction with users, e.g. by formulating quick and accurate answers to questions, which can be used in FAQ sections or become responses to user comments on social media platforms. Artificial intelligence will also cope with correcting grammar and style of the text, will edit content, select synonyms or conduct quick research.
The use of AI in personalizing user experiences on websites is equally impressive. Platforms such as Dynamic Yield and OneSpot thanks to the use of artificial intelligence are able to adapt content to the preferences and behaviors of users, which translates into greater engagement and effectiveness of materials.
Marketing automation tools, like Mailchimp or GetResponse, use email message personalization based on recipient data, which allows for more purposeful and effective campaigns. AI can also play a significant role in social media, where tools like Hootsuite allow for optimizing publications and achieving maximum reach thanks to data analysis on user activity and popularity of different types of posts.
On the other hand, analytical tools such as Microsoft Power BI, IBM Watson or Alteryx allow for advanced data analysis, which is crucial for understanding audience behavior and the effectiveness of content marketing strategies. These platforms can process data from various sources and present it in the form of interactive reports and dashboards, which facilitates data-driven decision making. Finally, tools like MarketMuse or Contadu support content optimization, suggesting keywords and topics that can attract attention and interest, and thus increase the value of the content provided.
– AI definitely cannot yet comprehensively and holistically combine these activities into one whole, draw conclusions or perform full analytics along with recommendations – emphasizes Anna Ledwoń-Blacha.
– I have been repeating the quote for a long time that "Artificial intelligence is useful, but the real one is also". A content marketer must properly "brief" AI, as well as assess and verify, or modify based on their knowledge and experience, what it has created. For me, artificial intelligence is a great additional employee, who we always have at hand, but still at a junior level – she adds.
Editorial team
However, this does not mean that it will remain so for long. We can expect that in the near future, algorithms will be able to analyze and interpret user data even more precisely, enabling the creation of almost individual content. Personalization, which today seems advanced, may become even more subtle and tailored to individual needs in the future, leading to deeper interaction and connection with the audience.
AI may soon also play a key role in creating strategies based on predictive analysis, helping to better predict trends and audience preferences. This will make it possible to create marketing campaigns and content that not only respond to the current needs of consumers, but also to their future behaviors.
– Artificial intelligence, instead of replacing people in the field of content marketing, seems to serve a supportive function, allowing marketing specialists to use their time and resources more effectively – says Artur Kurasiński. – As a result, an integrated approach that combines human creativity with the power of data analysis based on AI, seems to be the key to the future of effective content marketing – he emphasizes.
However, for this to happen, people must face a series of ethical and regulatory challenges. Appropriate standards for responsible use of artificial intelligence must be established to protect privacy and avoid negative impact on consumer decisions. Content marketing professionals will not only have to track these changes, but also learn to manage AI and constantly improve their qualifications in this area, in order to effectively care for brand values, content integrity and the ethics of their work.
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