The power of the human touch in AI-enabled content marketing

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Nearly 90% of US marketers said AI or machine learning technology saves their company time and money, while 82% said the content it generates is as good as—if not better than—human-generated content, per Capterra polling from last July. At the time of the survey, marketers said implementation can take a long time, though this perspective may have shifted since ChatGPT burst on the scene.

Beyond the chart: Generative AI is most impactful in the brainstorming phase of content marketing. It can also produce content, but it’s imperative that AI-generated content be reviewed by a human editor, as these AI tools are prone to inaccuracy and plagiarism.

Be mindful of the effect on search engine optimization, too. Google Search allows for AI-generated content, but it’s prioritizing content that demonstrates expertise. Content marketers’ best bet is using AI as a supplementary tool, then adjusting copy to make sure there’s human contribution.

More like this:

• Elon Musk and top AI researchers call for pause on ‘giant AI experiments’
• 4 promising use cases for generative AI in content marketing
• Instacart, Klarna, Shopify deepen ties with ChatGPT
• 7 tips for using ChatGPT to enhance SEO (without replacing people)
• Yesterday’s Chart of the Day: Rebound in aisle 5