AI Efficiency, Human Creativity: How Can AI Help Us Write Better Content?

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As I write this, I am using AI. Actually I am writing the full post, without any AI support, but I have used AI-assisted tools to select the topic, get help with keywords, meta descriptions and eventually get a few suggested titles. I am human and I write all my content. I use AI tools to be more efficient.

My position, in a way, reflects Rock Content’s and WriterAccess’ positions (the marketplace my company acquired one year ago). In fact, we believe that AI can make our marketplace smarter and more efficient — while still using human creativity to craft the most captivating content. 

Much has changed in the last few months with AI advancement that could someday change the way writers create, optimize, edit, and publish content for customers like you. Machine learning and AI-powered content creation are getting headlines and capturing attention, day after day.

We’ve been closely monitoring the advancements, testing AI-powered content editors together with image and video editing software. In many cases, such tools are truly helping creators to enhance their creative work. 

I believe that AI can make our daily activities smarter and more efficient. AI is much better at assisting content marketers with elements of the content creation process. For marketing, when used with the right intentions and human supervision, AI will be a powerful tool in a brand’s arsenal. 

AI can generate a few quick ideas and content topics that could be the starting point of content creators’ initial research and outline. AI can help generate titles and headers, ideas and brainstorming, meta descriptions, and so on.

We have even developed our own software that can make the content creation process smarter, better, faster, and wiser. In fact, WriterAccess has led the charge with AI tools to aid the content creation process. For example, our patent pending AI Powered Style Metrics Matcher helps customers pinpoint writers that match their brand’s tone and style for orders. Our new AI Content Idea Generator uses AI to help customers with topic suggestions based on previous orders. 

The key takeaway here is to use AI tools to help you in areas where you are weak, like brainstorming content ideas, coming up with new titles, new angles, or even pitches. However, one should not leave it up to AI entirely. It shouldn’t be a substitute for human writers, but rather an assistant to them.

While it looks like AI content generators have the power to speed up your content lifecycle, they’re not always the answer. AI commoditizes content creation, while at the same time, makes handmade content more valuable. It’s clear, however, that nothing replaces the human touch.

All in all, while AI can be a remarkable productivity tool and can be used to assist with ideation, outline creation, and matchmaking, we believe that content generated by AI won’t be as personal and deep as only human-produced content can be. For this reason, content created by writers using AI on our platform will be banned and writers using AI-assisted content creation will be informed that their content won’t be delivered to customers.

For all these reasons, I am pretty confident that AI will be used by writers as a tool to increase their efficiency and productivity, not as a tool for creating content.

Editing and fact-checking

AI-generated writing highlights the need for editing and fact-checking. Some recent high-profile incidents confirm that with AI — as with human writers — editing and fact-checking need to be an essential part of the process.

Just to share one of the many examples, Men’s Journal recently published an article written using AI that had plenty of major errors in health content; errors that could have far more serious consequences than simple mistakes in a blog post of a tech startup.

Originality and plagiarism

If we consider the formal definition of plagiarism, AI content generation tools do not copy and paste content. When someone uses an AI content creation tool to generate ideas or write a blog post, the tool is using what it has learned from reading a large number of pages to generate new content. This means that the content produced has been done so in an original way.

Google’s policies confirm that AI-created content is not considered plagiarism. Instead, it’s an original text based on the information available. AI pulls from multiple sources to create the content users search for. The legal risk is of course that authors could sue for plagiarism of their original work if the copy generated by AI is too closely related to the original.

From a content marketing and SEO perspective, one big drawback of AI-generated content is that it’s not totally original. In fact, AI content generators simply collect and combine (nicely, I must admit) information that’s already available on the internet. 

So, while the content might pass a plagiarism check, it won’t include original research, insights, or data. In practice, AI-assisted content creation tools can create simple pieces of text but they are incapable of providing opinions or creating thought leadership content pieces.

Finally, AI-content generators can’t write about events or rapidly changing topics either. They also struggle with subjects that society hasn’t formed a general consensus on, among them social, politics and religious issues. If you attempt to generate text on these topics you might end up with biased, inaccurate, or out-of-date content.

I assume that companies who choose to depend on AI content creation software to generate their professional content rather than hiring human creative writers are making a calculated business decision.

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