… created by OpenAI, the radical innovation taking the world by storm, set to transform every major industry, including content marketing. With the future of work hanging in the balance, people are both hesitant and excited to embrace this emerging technology.
Our experts agree that we are currently in the “gold-rush era” of AI-powered content marketing. As people jump on the bandwagon, there will be high demand for generative AI. However, as the technology is still in its infancy, brands must use it strategically.
Ultimately, we are just beginning to discover the first use cases. New developments will only continue to accelerate, bringing with them unforeseen challenges.
Large language models like GPT-4 lack human ingenuity and use probability to predict the next sequence of characters based on input. While they can produce reasonable answers and follow instructions, the output may not be as desirable or unique. This is why it is important to keep human beings in the mix to ensure quality content creation.
To successfully onboard generative AI into your content marketing strategy, our experts suggest several key measures to take.
First, a clear roadmap and alignment between stakeholders on the ultimate goal and how to achieve it is mission-critical. This includes defining the right use cases and organising the processes, people, and budget required to take action. As well, choosing the right technology, especially an option that has the capacity to mature over time, is important.
Second, it is imperative to use a model that can scale up to thousands of products while maintaining quality control. With the right model, brands can provide quality data, detailed prompts, clear expectations and output templates, and complete briefings.
Third, a process for verifying information and editing content with human oversight is essential. Without this, brands run the risk of producing content that is not brand safe.
“Quick idea generation.”
“Time and cost savings, personalised content for target audiences, and data- driven insights for better strategies.”
“Consistency, time spent to create and saliency.”
“The possibility to generate content at scale.”
“The clear benefit is that AI can do all of these things at a scale no human ever could.”
“AI gives you speed for drafting and saves research time.”
To keep things in check, brands can safeguard their bottom lines with the right mix of measures and protocols. From leadership alignment to the fine-tuning of pre-trained models, our experts suggested several checks and balances to put in place in order to remedy any risk associated with AI use.
As AI usage accelerates, checks and balances must be put in place to ensure safe, responsible, and ethical widespread adoption.
Brands rushing to onboard AI content creation tools should be mindful of the risks involved. A seemingly quick fix for scaling content could prove disastrous in the long run. One expert suggests using the “four-eyes principle,” an internal control mechanism that requires two independent and competent individuals to confirm or approve activities.
The Chief AI Officer (CAIO) is a senior executive responsible for overseeing an organisation's artificial intelligence initiatives and ensuring that they align with the company's goals and objectives. The specific responsibilities of a CAIO may vary depending on the industry and the company's specific needs, but generally, they are tasked with managing either people, resources, or both.
Brands can ensure content guidelines and publishing processes with clear standards, including style guides and approval processes. Tools like content management systems and training for content creators help to enforce guidelines and maintain alignment with brand standards.
One expert suggests using the “four-eyes principle,” an internal control mechanism that requires two independent and competent individuals to confirm or approve activities involving material risk profiles, thus mitigating potential harm or financial loss to an organisation.
is at the forefront of this technological revolution, harnessing the boundless potential of generative AI and creative human talent. With a paradigm shift underway, creative, surprising use cases are sure to arise, each of which will change content marketing forever.
To gain insights into the current and future state of AI-powered content marketing, we spoke with several experts in the field.
Through our conversations, we gained valuable information into how generative AI will shape daily operations and activities in this rapidly evolving industry.