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AI tools are going to have a much bigger influence over many aspects of online communication in 2023, in good ways and bad. And while everyone’s excited to check out what they might look like in various art styles, and how generative systems can reduce their content creation workload, it is worth noting the various impacts, and how these tools can be of both benefit and detriment in your digital marketing efforts.
Content creation
Maybe the most obvious usage of AI creation tools for marketing, as noted, is text-based content, with tools like ChatGPT potentially making it much easier to quickly create massive clusters of blog posts and web pages to help in your SEO efforts.
And it likely can help in this respect. The outputs of ChatGPT, and other text generation tools, are generally readable, competent summaries of a given subject, and with the right text inputs, they can be aligned to certain keywords that will help to ensure that your website meets what Google’s crawlers are seeking, in regards to relevant queries.
But you do need to consider a couple of things. For one, ‘competent’ and ‘good’ are not the same thing, and your visitors will notice.
In the example above, the writing here is fine, the language is functional – it does all the things that it needs to do. I can edit it a bit more to freshen it up, but at base, it’ll probably work.
I suspect that many, many websites will take this approach in future, and they’ll end up using generic overviews like this on their web pages. Which is likely not much worse than the current state of the web – I mean, these tools take in examples from across the current web, then repurpose the language into new presentations, so logically, it’s a very close replica of everything else online.
The end result, then, is that people – like, actual, real humans – will be less and less engaged by the generic, which could open up more opportunity for better copy to stand out, and make your brand more of…
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