The advent of the Internet has had a significant impact on globalization and completely changed how we communicate, learn, and work. However, it seems that the Internet is only ‘stage one’ in a much bigger technological revolution – the one of Artificial Intelligence (AI).

The emergence of AI has the potential to transform many fields radically, from retail and manufacturing to defense, finance, healthcare, and casual everyday life. Today, one of the hottest topics is the impact of generative AI on content creation. Is this the start of a new era that will put the best professionals in the field – from copywriters and screenwriters to designers – out of work?

New technologies, same dilemmas: quality or quantity?

Several advantages of using generative AI for content marketing can be distinguished at this point. AI can help save time and costs, boost productivity, and simplify workflows. In some areas, AI might also help create unique content for granular audiences in multiple formats and maintain its regularity.

However, generative AI (even advanced versions of it, such as premium ChatGPT) still makes factual, grammatical, and stylistic mistakes. The creative potential of AI is noticeable, but the generated text often sounds bland, clichéd, biased, lacking empathy and emotional weight. The quality of AI outputs can be improved by very precise prompt engineering, but, in this case, can we really say that generative AI is a democratic and widely accessible technology if it requires niche prompting skills to get quality outputs?

Under these circumstances, a professional specialist is mandatory to ensure the quality of AI-generated content by reviewing, evaluating, and adjusting it. The question about the quality of content provided by AI is still open, so the brands face an uneasy choice: is it better to focus content marketing strategy on quantity or quality?

Moreover, using AI for content creation poses additional challenges and risks that should be treated even more seriously, such as narrow contextual windows, hallucinations, biased outputs due to biased training data, and echo chambers. Moreover, AI-powered content generation tools make it easier to implement malicious agendas by spreading misinformation, deepfakes, and manipulated content. It is increasingly used for consumer spamming and commercial fraud.

In summary, AI tools can be of great help, but to achieve authentic, creative, organic, factual, and ethically correct content and to minimize the potential bias of AI algorithms, it is important to maintain a balance between AI-generated content and the content marketer’s input. For sure, human content creators aren’t going to go anywhere, at least for now. And yet, considering the pace of AI advancement, one might wonder if the situation isn’t going to reverse soon.

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