Artificial intelligence (AI) and its applications are becoming increasingly integrated into our daily lives. It is impossible to ignore its presence, and like any new technology, we must adapt and learn how to use it to achieve our goals and objectives.
In the fields of marketing and digital communication, AI is having a significant impact. Its versatility and ease of use allow for the rapid creation of text and digital content, as well as the generation of highly realistic images and videos—sometimes from just a few lines of instruction.
Myths and Fears about AI in Communication
The ability of AI tools to perform cognitive tasks has sparked various reactions among professionals, users, companies, and experts. This has led to debates over whether using AI for content generation is more beneficial than relying on human talent or if it might ultimately replace human workers altogether.
While AI is undoubtedly changing the landscape, it does not mean the roles of communication and marketing professionals are at risk. I recall when digital cameras first emerged; traditional photographers feared obsolescence. However, they adapted, learned to embrace the new technology, and leveraged its advantages.
The same evolution is happening in content creation. AI is a valuable tool that can simplify our work, but it has not yet reached its full potential. No professional or company should base their entire digital communication, marketing, and content strategy solely on AI tools.
AI-Generated Content vs. Traditional Content
Let’s define “traditional content” as that which is manually created by marketing and digital communication professionals, while “AI content” refers to material generated automatically by AI tools and applications.
AI’s greatest advantage over human work is its ability to produce large volumes of content quickly. A marketing or digital communication professional must invest significant time and effort into creating quality content, which includes analyzing the brand or company, researching the topic, conducting interviews, and finding unique angles and formats to achieve objectives. In contrast, generating content with AI can be as simple as entering keywords and a title—the tool does the rest.
However, the additional work performed by a content expert represents professional hours, which naturally incur a higher cost than creating AI-generated material. Nonetheless, this “industrialization of content” comes at the expense of quality; producing more content does not necessarily result in better content. Users are discerning and deserve respect—delivering high-quality, differentiated material is essential to retain even the most loyal customers.
A Warmer, More Human Product
It is crucial to remember that search engines like Google prioritize relevant and useful content that is engaging, unique, and original. AI has the limitation of learning from and generating content based on existing online material, making it challenging to create truly original and creative pieces. AI tools can start producing repetitive results over time, which may lead to a decline in quality.
Conversely, traditional content creators can evoke emotions and forge genuine connections with their audiences. They can identify and seize key moments in their environment, own experience and contextualize them for a brand, product, or service. They possess the ability to notice previously unconsidered elements that add that special “seasoning” to make content unique and appealing.
AI cannot experience emotions or form these types of connections. It lacks the capability to recognize opportunities for clever wordplay, incorporate personal anecdotes, craft well-timed jokes, or add subtle nuances that make content creative, relatable, and human. AI tools aren’t new, and they are not going away. The key is to learn from them and use them effectively in our professions. At Endemic Media, we have been utilizing these tools for years—for measuring and analyzing metrics, editing text, checking for plagiarism, and more. They assist our professional teams in improving their work and delivering precise products and services to our clients. Contact us to learn how we can do the same for you.
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