AI writing tools – namely ChatGPT – stepped into the limelight toward the end of 2022.
As of this writing in 2023, it hasn’t shown any signs of slowing down.
The internet has not seen a shakeup on this level since the early days of social media. If you’ve used ChatGPT before, you can probably agree it’s an amazing piece of technology.
A big question in the agency world is: will AI writing tools replace the need for human writers?
The short answer is yes and no. In this post, we want to dive into the details of AI writing tools – and how the future of content writing and marketing may look in the very near future.
The Advantages of AI Writing Tools
If you’ve had the opportunity to use ChatGPT (even the free version), you’ve probably been blown away by the capabilities. When used effectively, AI writing tools can do amazing things to enhance a writer’s efficiency.
Some of the key benefits of employing AI in content writing involve:
Fast Research
The ability to do near-instant research is one of the biggest advantages of AI content writing tools.
In the “old days”, it used to take hours to Google questions/topics, find reliable resources, and rephrase concepts to build out content assets (mainly blog posts and other educational formats)
Today, ChatGPT does this for you.
This significantly expedites the process of building context within content pieces – writing definitions, conveying general knowledge, etc.
Though it’s now possible to generate this information using AI content writing tools, we advise you to review the text to smooth out any rough edges and make sure it’s on par with the message you’re trying to send.
AI writing tools are impressive, but they’re not flawless.
Generate Content at Scale
There’s nothing more frustrating for a writer than gazing at a blank Word Doc or Google Doc when the creative juices aren’t flowing. AI content writing tools can tackle writer’s block in a matter of seconds.
For instance, ChatGPT can spin up a handful of topics to kickstart the process if your mind hits a roadblock.
It can also be used to elaborate on your thoughts and offer suggestions to get the words flowing. Let’s say you’re writing a guide on setting up your website’s SEO. ChatGPT can tell you the most important tasks a non-expert can handle – with a simplified walkthrough.
Reduce Errors
Another considerable advantage of AI writing and editing tools pertains to grammar and style. AI can offer instant feedback, allowing writers to concentrate more on being creative.
AI content tools have essentially made basic writing errors a thing of the past – much like how autocorrect made spelling an outdated skill.
The AI algorithms and natural language processing capabilities enable these tools to spot all kinds of mistakes. These include (but are not limited to) grammatical and syntactical errors to inconsistencies, complex sentences, passive voice, and so on.
Content writers (the good ones) usually spend a solid amount of time reviewing their work to make these types of edits before publishing. Now, they have a trustworthy editing tool in their arsenal to do it for them.
The Limitations of AI Writing Tools
Being Human
We’re going to hit the ground running with this section.
As remarkable as AI content writing tools might be, let’s not lose sight of the fact that they are still robots – and always will be.
AI is incapable of empathizing with human emotions, comprehending the subtle intricacies and contexts within the decision-making process, or grounding concepts in genuine perspectives. This is what will keep human writers employed.
Businesses will always need writers who can grasp audience needs on a personal level. If a writer falls short in this regard, an AI content writing tool will probably put them out of work.
Duplicate Content & Plagiarism
AI writing tools aren’t designed to create original content – they are designed to scrape the web and regurgitate existing content. These tools make no claims that the content they generate is unique.
This is a big no-no in the eyes of Google. Moreover, it’s a big reason why SEO experts advise against relying solely on AI writing tools to generate results.
This is why human writers are still important.
You’ll need an expert to review and refine the AI-produced text to give it originality – and more importantly, make sure it gets your brand voice right.
Understanding Social Context in Language
Language is full of cultural nuances and subtleties that only make sense to humans. The robots aren’t capable of understanding this in the same way. This would include sarcasm, irony, historical context, and so on.
AI tools can provide messages with proper grammar – but they typically miss the mark in conveying social context. This is a big part of what makes content human. At the end of the day, you’re writing content for people, not robots.
Design Staff’s Final Take: What the Business World Could Look Like in an AI-Driven Future
What AI Writing Tools Mean for Writers
We’re going to make a bold claim here.
AI writing tools will eliminate a large chunk of human content writers – potentially as much as 80 percent.
The upper-tier writers will go on and reshape the nature of quality content.
AI is forcing human writers to drastically re-vamp their approach. Truth be told, I don’t think many content writers out there will be able to do it. We’re going to see a huge portion of the lower-end writers fade away.
What AI Writing Tools Mean for Businesses & Agencies
(As of this writing) Google’s ranking algorithm does not have a concrete method to detect purely AI-generated content. The ranking system has changed and evolved like crazy, but the longstanding pattern is the best content wins.
As usual, there will be people that take shortcuts and try to manipulate the search engines. This will likely involve spamming AI-produced content in hopes they’ll boost their search rankings. Judging by how Google has detected low-quality content in the past, mass-producing SEO blogs with no human intervention will probably be a losing strategy.
Keep in mind, if you could generate a piece of high-level content that gets tons of traffic in seconds, EVERYONE would be doing it. The web would be filled with the same content across the board.
So here’s our take:
For starters, businesses and agencies won’t need to pay bottom dollar for content – only to go in and make substantial edits. AI can fill this role for you.
Second, you can’t rely 100% on AI writing tools for high-quality content. You’ll need an A-player human writer to go in and add unique opinions, and experiences, and make sure the brand voice hits the mark.
The good news is you can create quality content much more efficiently.
Wrap Up
AI technology is going to change the business world in a way we haven’t seen since the industrial revolution.
On the marketing side, a lot of people believe that human writers are going to be a thing of the past. We don’t believe this is completely true.
As content marketers, the term “AI-assisted” content will likely become the norm. ChatGPT prompt writing will become a core skill for writers.
Design Staff has never been one to ignore/resist change – and we’re committed to staying ahead of the curve in web design, development, SEO, and of course, content.
Are you ready to take your online presence to the next level?
If so, schedule a strategy session with our team today – we’re here to keep you in tune with the rapidly changing digital landscape.
