AI Generated Content : Fast & Affordable Comes at a Cost

by Steve Steger, 18 Mar 2019

In business, efficiency is everything. Completing tasks in fewer hours is a proven way to boost profits. So, as you can imagine, there’s a natural urge to gravitate toward anything that can speed output. In content creation, the buzz these days is around artificial intelligence. Content can be cranked out at an amazing rate —but do those articles say the right things about you? What are you sacrificing for the sake of that speed?

How AI Content Generators Work

There are many programs available (Articoolo, Article Forge, and AI Writer come to mind), but most work pretty much the same: You enter a basic idea, headline or phrase into the AI software, and the program analyzes the context of your topic. Then it scours the Web to find the best base of online resources related to the topic, identifies common keywords, and extracts opinions from the various sources. It then rearranges the existing content into a new document, and presto! You have a new post in just a few minutes, for a relatively inexpensive monthly fee.

Companies are also using AI to generate content ideas. Writers enter keywords into a blog content idea generator (such as HubSpot's Blog Topic Generator, Impact's BlogAbout Title Generator, or Portent's Content Idea Generator) that quickly kicks out a range of search engine-friendly titles for your next blog post.

Where Content Generators Fail

Cost and speed make AI content generators seem like a pretty great deal. But they come with several big drawbacks. Most important, the content isn’t unique; it’s simply an amalgam of what is already out there. To potential customers reading the post, you look like everyone else. (In other words, it’s boring.) That’s poison for your brand image. AI generated content gives you nothing unique to say. In addition, AI-generated copy won’t match the tone or writing style of the rest of your site, so the post may seem odd or out of context without extensive rewriting.

Right now, if you want to be seen by potential customers as providing a unique value or perspective, an AI Content Generator is going to come up short. Will it be viable in the future? Maybe. But that’s not the case today — and if you’re planning on using the technology for quick plug-and-play content, you’re in for a big disappointment.

It’s going to be interesting to see how AI shapes the field of writing in the next few years. Much like word processing programs before it, the technology should make writers even more efficient and help them connect with readers in ways we are only beginning to imagine.

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