In 2023, AI tools have taken the marketing industry by storm. Even though AI tools have been around for a couple of years now, 2023 is going to be the pinnacle point in time where these truly become a part of our daily processes.
What are AI tools? Are they helpful? Will they damage the credibility of the internet? Should you be using AI tools? Today, we are going to dive a bit deeper into the pros and cons of using AI tools and how they can impact your marketing processes.
What is AI?
AI is an acronym that stands for Artificial Intelligence. When we talk about using AI tools, we aren’t necessarily talking about the robots found in movies or cyborgs, but we are actually talking about tools that have a specific purpose to help a process become faster and more efficient.
For example, there are tools, such as ChatGPT, that help with the production of written content pieces. There are other AI tools that help searches the internet for friendly stock images, help keyword planning, help create social media graphics faster and even write code for websites.
The Pros of Using AI Tools:
How can we use these tools to our advantage? Here are a few ways:
1. AI helps increase efficiency.
As explained before, there are tons of AI tools out there that can be used with the content creation process. For those who aren’t content creators, you may not realize the time and effort that goes into producing a piece of content such as blogs, articles, website pages, etc.
With the introduction of AI tools such as ChatGPT, the content creation process has never been faster. This tool can help content creators create sturdy outlines for pieces, eliminating a lot of the grunt work that goes into such intensive pieces of work.
2. AI tools bring research and resources to the creator.
Research is simply one of the most time-consuming parts of any content creation process. Whether you are developing a graphic, writing an SEO-friendly blog, or building a website, researching and understanding the content at hand is a must. AI tools can be an asset to the creator because instead of taking the time to search the internet for possibly useful information, AI tools bring the most useful information to them at a click of a button.
3. AI tools help guide ideas based on factual information.
Have you heard the phrase “we are only human”, well I hate to break it to you but it’s true. We are only human and we can only understand what is right in front of us. When developing content, it is easy for creators to get caught up in topics they think are trending right now or what they believe is factual.
However, AI tools eliminate that bias by bringing factual information to the table based on information that is widely analyzed and evaluated. These tools become helpful when steering content planning, keyword planning or even coming up with efficient hashtags for a client’s social media post.
The Cons of Using AI Tools:
If the internet is so great, why do any of us have jobs? Well, the answer is, using AI tools could never replace humans. Even though AI tools are great assets to use in content creation there are plenty of reasons to use them cautiously.
1. When using AI tools, you lose the human touch.
As stated before, using AI tools are great, but what isn’t great is taking an AI product and using it as your own. AI tools are there to guide you in the right direction, but they by no means should be fully relied on when creating content. If you want to produce solid reliable content that is SEO-friendly then tread lightly with the usage of AI tools.
Google ranks and designates pieces of content as SEO friendly by their originality, reliability, and credibility. You can’t have any of those things if you are copying and pasting from a computer.
2. AI tools are not specific to your branding.
Even though AI tools are great for steering the ship when it comes to content creation, one must remember the results are not specific to your organization’s branding or brand voice. AI tools do not have a sense of your organization’s tone, ethics, or cultural awareness.
Therefore, it is extremely important to reevaluate AI-produced content and ensure that it speaks to the branding of the organization or client you are working with before it goes out to the world. Even from a design stance, it’s important to ensure that the AI tools you use to choose to pull stock images or any other elements fit or can be repurposed to fit your organization’s branding.
3. AI tools are simply technology.
As we have learned over the past century, technology is not always reliable. Even with how advanced technology has become, there are still days when your home wifi doesn’t work and then you have to relocate to regain connection. Therefore, if your content creation process is purely reliant on the use of AI tools, then you are setting yourself up for failure.
With the deployment and influx of the usage of these tools, certain AI tools haven’t been able to keep up with the demand resulting in programs freezing and being inoperable for days. Don’t run the risk of halting your content creation process or losing all your tangible work by relying solely on this new-age technology, because at the end of the day, it is simply technology.
At the end of the day, using AI tools is a great addition to your content creation process. They help increase efficiency, develop strong foundations for research, and steer the content creation process with factual information.
However, with any great tools, there are its downfalls. Before diving deep into the use of AI tools, ensure that you are aware that AI tools lack the human touch, organizational branding, and the ability to be 100% reliable.
Here at Corkboard Concepts, we are dedicated to keeping up with the constant development of these tools and to discovering they are capabilities. To learn more about the content creation process and services at Corkboard Concepts, please contact us today!