According to the 2022 McKinsey AI adoption study, the adoption of AI has more than doubled since 2017. Businesses are finding more and more use cases for AI, with Deloitte claiming 79% of companies have had a full-scale deployment of AI for three or more types of AI applications. 

Business leaders are always looking for novel ways to leverage AI capabilities, and marketing teams should be no exception. In this guide, we’ll delve into the nuances of AI-generated content. We’ll reveal how brands use AI to drive their content marketing efforts and discuss the benefits and drawbacks of using AI-generated content. 

Do search engines such as Google frown upon AI content? Keep reading to find all the answers. 

What is AI-Generated Content?

We asked ChatGPT this question, and the answer was impressive. 

“AI-generated content is any media produced by artificial intelligence algorithms, including articles, blogs, podcasts, social posts, ads, and more.” 

The answer is AI-generated content, which exemplifies what you can achieve with AI systems as far as creating content goes. AI content tools leverage machine learning techniques to create content, but the quality can vary. 

Some tools are capable of producing content that’s almost indistinguishable from the content human writers create. On the other hand, some AI tools churn out simplistic and flawed content. We’ll discuss more about this in the sections below. 

There are numerous AI content tools in the market, including:

However, besides creating content, AI systems help content marketers optimize content to improve SEO ranking. If you have used a tool such as ClearScope, SurferSEO, or MarketMuse, you’ve used an AI system to optimize content. Other tools, such as Grammarly, rely on AI to improve the readability and quality of content. 

Types of AI-Generated Content

AI content tools are increasingly becoming ubiquitous, allowing marketers to put their generative capabilities to the test. AI content tools can help you generate just about any content, but the most popular ones include: 

Email Copy

AI tools such as Benchmark Email’s Smart Content, powered by OpenAI, the research firm behind ChatGPT, save you time when creating relevant, personalized emails. They help you generate fresh email copy quickly to fuel your campaigns without running out of steam or ideas. 

Blog Posts

Most AI content tools are trained to produce articles and blog posts. While the tools aren’t yet equipped to work on complex or overly technical content, they’re pretty efficient in creating simple blogs and articles.

Social Posts

With a tool such as AdCreative AI, you’ll no longer struggle to create engaging social posts. The tool does the heavy lifting and generates social media posts optimized for unique campaigns and platforms, including Facebook, LinkedIn, Pinterest, Twitter, and more.

Paid Ads

In addition, AI tools enable marketers to create dynamic ads that adapt content-wise for a wider reach. Whether you’re creating Google Ads or Facebook Ads, AI lets you generate paid ads that are enhanced for better keyword bidding for a successful ad campaign. 

How Does AI Benefit Marketers?

Recent data show that one-third of digital marketers use AI or machine learning for content creation. These marketers have turned to AI systems for their enticing benefits, including:

1. AI Saves Time: 

There’s no doubt that AI creates content much faster than humans. To be precise, an AI content tool can create a blog post or an article in minutes. The same blog post or article could take a human writer hours to research and write. 

2. Sidestep the Writer’s Block

Writing articles can sometimes take even longer, especially if the writer is grappling with writer’s block. They lose vital minutes or hours struggling to overcome the anxiety of a blank page. AI tools can help writers create detailed outlines to spark ideas and get started without struggling to commit to the first few keystrokes. 

3. Cost-effective

Besides saving time, AI systems are highly cost-effective. Human-generated content can be expensive: a quality writer may charge a few hundred dollars per blog post. If you’re creating multiple blog posts, the cost of creating publish-ready content can be hefty — to the tune of thousands of dollars. 

On the contrary, some AI content tools let you create content for free. Even those that charge a monthly subscription fee can be incredibly affordable. We’re talking about $100 per month for tens of thousands of words. 

What Are the Drawbacks of AI-Generated Content?

While AI tools save time and money, they have their limitations, such as: 

1. Can’t Generate New Ideas

Creating high-quality content requires high-level creativity, which is hard to come by with AI tools. Remember, AI systems are trained on existing human-generated content. Therefore, they can’t come up with original content or fresh ideas, which can be an issue when dealing with the latest trending topics. 

2. Possible Quality Concerns

AI systems can’t write content from a first-person perspective when creating content such as product reviews. They lack the judgment to give an opinion like human content experts. Moreover, AI tools struggle to maintain a consistent tone of voice.

3. Search Engines Devalue AI Content

Lastly, AI content might not go down well with search engines like Google. Google’s Helpful Content Update emphasizes the need for “helpful content written by people, for people.”

The recent update could be bad news for content that has been created specifically for higher search engine rankings, as opposed to aiming at helping people first and foremost. For this reason, marketers should use AI-generated content with caution and should never rely on AI alone as a content creation strategy.

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by Benchmark Team