Tagged: AI
Ethical Content and Content Marketing in the Age of AI
- by Alicia Kurz
Written by Sr. Account Manager Alicia Kurz
Here at Starling Social, we’re all for working smarter, not harder. With new AI writing tools popping up what feels like weekly, it would be silly not to utilize them. They can help with spelling and grammar edits and are great for idea generation. What these tools still can’t do is write like humans.
We’re not going to BS you and try and say we never use AI, in fact, it’s almost impossible to get around. Even our scheduling tools have built-in AI features. As someone who uses these tools, the AI output is glaringly obvious, which is why we opt out of certain features. We spot content written by AI in blogs, captions, newsletters, and, honestly, everywhere. This just reinforces the difference that a human touch can make in your content — and we’re okay with that!
Let’s dig into the ethics, pros and cons, useful tools, and everything AI content marketing related.
The Intersection of Ethics, Content, and AI
AI is not going anywhere, and neither is the need for more content that’s on trend, on brand, and delivered in a timely manner across all your marketing channels. With that, comes ethical considerations.
What’s crossing the line when it comes to producing content for your own business — or in a marketing agency’s case, other businesses' content when AI is involved?
We believe in transparency, and using AI to enhance content, as opposed to compromising our ethical standards. What’s considered ethical in our field when incorporating AI into your writing, is using tools to streamline processes (like editing) or spark ideas. What isn’t cool, is plugging an idea into ChatGPT, asking for a 500-word blog, and calling it your own.
Using AI to assist in writing brings up concerns about authenticity, plagiarism, biases, and what responsibilities writers have. We don’t have all the answers, but here are a few things to consider if you are going to use AI to help create your content:
Authenticity: Please edit or prompt your program to use your (or your brand’s) voice, values and key messages. Otherwise, your writing will sound robotic and boring. Keep it true to your brand.
Accuracy: Just like when you’re scrolling through social media, fact-check your information. AI sources content from across the internet, so there’s no guarantee that it got its information from a reliable source.
Honesty: Don’t deceive your audience by passing off work created by AI as your own. Keep plagiarism and copyright law in mind, and always ask if it feels right to put your name on AI-generated work.
The only way to use AI effectively is with human oversight. While these tools offer efficiency and automation, a person is what makes your content align with brand values, quality standards, and ethical considerations.
The Pros and Cons of Leveraging AI in Content Creation and Marketing
We’re in a love-hate relationship with the idea of AI and content creation. Editing tools are a lifesaver for writers and people with screen fatigue (read: us). But we’re now seeing a lot of content that’s lacking a human touch, making it boring and forgettable.
Pros
Content generation: You can truly ask AI to write you anything, and it will produce it in a matter of seconds. This is great for generating ideas, asking questions, and helping to repurpose content.
Cost: It’s free, and you really can’t beat that. Of course, you can get access to better AI services with paid subscriptions, but there are free options readily available for anyone with internet access.
Insights: If you have data from Google, your social channels, or a newsletter, you can use AI to help you identify trends and keywords and develop strategies to improve the return on your marketing efforts.
Editing: After staring at your own work for hours on end, it feels impossible to spot minor spelling and grammar errors. These extensions improve your writing and help avoid any careless mistakes and embarrassing errors.
Availability: AI writing tools are available round-the-clock, allowing marketers to generate content at any time, regardless of time zones or office hours.
Cons
Lack of Creativity: Since AI sources information from what’s already available on the internet, you could argue that it’s unable to be creative at all. Additionally, (for us anyway) it feels good to come up with creative ideas and execute them.
Quality Concerns: You can usually tell when AI wrote something. There’s awkward phrasing, a lack of personality, and consistency to a fault in AI’s tone and style.
Limited Understanding: AI doesn’t quite get nuances, cultural references, trends, or context. The output can sometimes be wrong, or inappropriate.
Potential Plagiarism: Oops, AI can spit out plagiarized material, risking your reputation or even legal repercussions. This is another reason to only use these tools for information gathering, inspiration, and editing!
No Human Touch: AI can’t produce content that resonates with the human experience because it hasn’t had human experience. Think about those videos where people get AI to watch 1000 hours of Hallmark movies and create their own — they just don’t make sense. The key to connecting with your audience is authenticity!
Your Brain Stops Working: Not really, but kind of. You know what they say: if you don’t use it, you lose it. The more you write, the better you get, so using AI to write everything for you just takes away any opportunity for you to improve that skill on your own.
How to Spot AI in Writing
Spotting AI-generated writing can sometimes be challenging. After all, writing isn’t everybody’s strong suit. Keep an eye out for repetitive patterns, unnatural language transitions, or inconsistencies in writing style.
There are common “red flags” like:
- Unusual phrasing
- Generic language
- Emotionless writing
- Heavy use of keywords
- The same tone and style
- Lack of personal anecdotes
The bonus of having content so heavily produced by AI is that human-authored content now stands out even more. No algorithm can replicate the depth of human emotions or intuition.
5 Useful AI Tools
Grammarly
What it does: Analyzes written text for grammatical errors, spelling mistakes, punctuation issues, and sometimes even style and tone inconsistencies.
Note: Make sure you set your location correctly (it defaults to U.S. spelling) and make sure Grammarly’s corrections still sound like you. Their “rewrite for clarity” option can be grammatically correct, but sometimes removes the personality from your piece.
Hemmingway Editor
What it does: Uses AI to fix common grammatical issues and spelling mistakes. It also assesses the reading level of your writing.
Note: In writing for the public, you want your score to be at at 8th grade reading level.
ChatGPT
What it does: It is a chatbot that can provide information, answer questions, generate content, and assist with various tasks.
Note: Content generated from ChatGPT sounds automated. We recommend using it to gather information, ask questions, or even help with repurposing content.
Rytr
What it does: It’s an AI writing software that can create blog posts, email and ad copy, outlines, stories, and more. It also has functions like checking for plagiarism and keyword research.
Note: We find it useful for creating blog outlines, but you still need to edit the output heavily.
Perplexity
What it does: This chatbot is similar to ChatGPT, but it provides sources for its output.
Note: This one is great for doing research!
There are so many AI content creation tools that we aren’t going to go through them all, but these ones are vetted. We aren’t trying to sell you anything—just give you a heads-up on what’s available.
Balancing Automation with Authenticity
There are clear benefits of automation in marketing, like efficiency and scale, but authenticity is necessary to build trust and credibility with consumers. Only people have the sense to create great, personalized experiences that capture consumers' attention.
Authenticity isn’t something that can be automated. It requires empathy and an attempt to understand and respond to a real person. Too much automation risks creating impersonal content that fails to resonate with your audience.
If you’re interested in human-authored copywriting to connect with your audience, contact Alyson at alyson@starling.social to discuss your next project.
Don't Fear the Machine: What Marketers Need to Know About Artificial Intelligence
- by Alyson Shane
Lately there's been a lot of wringing of hands and gnashing of teeth around the boom in artificial intelligence (AI), and fears that it may replace the role of marketing experts in the future.
At the surface, this seems like a legitimate worry. Recently McKinsley Quarterly stated that “while automation will eliminate very few occupations entirely in the next decade, it will affect portions of almost all jobs to a greater or lesser degree, depending on the type of work they entail."
In fact, Gartner predicts "by 2018, 20% of all business content will be authored by machines.”
If this sounds scary, we understand. But take a page out of The Hitchhiker's Guide to the Galaxy and DON'T PANIC. We're here to explain what you need to know about AI, marketing, and how marketers can look at this emerging technology as a friend rather than an enemy:
AI is Still in It's Early Stages
When most people think of 'AI' they don't get into the nitty-gritty of what artificial intelligence actually is, and the differences between the different kinds of emerging AI. There are actually a lot of different things that fall into the "AI" category, including:
Machine learning
This type of AI allows computers to learn without being explicitly programmed to do so. Machine learning is similar to data mining, and focuses on the development of programs which can change when exposed to new data.
Deep learning
This type of AI uses artificial neural networks which are equipped with multiple layers. These layers use output from the previous layer as input, and as a result can learn multiple levels of representations which can then be abstracted into hierarchical layers of concepts.
Natural language generation (NGL)
NGL systems are like AI translators which can take data into a natural language representation (aka text). For example, you can feed your data into an NGL AI and it can provide a text summary of all the information you fed it.
Not only are these types of AI tasked with solving different problems, but they're also at varying levels of maturity. So, yes, while these technologies are being developed and applied in various areas, they're not going to be replacing you anytime soon.
What Marketers Need to Know
The best way to feel better about AI is to start to experiment with how you can start using it to make your job easier. After all, that's what the tools are designed to do.
Whether it's sourcing new content ideas for your social media calendar; automating and optimizing your content so it's seen by the widest possible audience; perform A/B testing on content to see which your audience likes best; or reviewing analytics and producing recommendations and suggestions based on the data, there's lots of ways that us marketers can start thinking of ways to incorporate AI to make our lives easier.
AI Depends on Data
Regardless of the kind of AI you're worried about, one common factor is this: AI requires both structured and unstructured data in order to create customized solutions for your clients. This means that larger, enterprise businesses will be the first to start seeing any benefits from AI, since they tend to have larger data sets to pull information from.
Lots of marketers are worried about NLG AI taking away their content generation, but AI created for this purpose still can't create prose by itself. It requires a formatted template and data sources in order to generate content that makes sense, let alone feels as though it was written by a (very stiff) human.
This is especially important since so many brands and businesses now rely on savvy, provocative content and copy that stands out, so until AI can accurately generate a snappy tweet or add some tszuj to a blog post you're in the clear.
What Marketers Need to Know
Instead of worrying about what AI can take away from you, why not re-frame the idea and look at the ways that AI can start to make your job easier?
Start by assessing the data you have, and how you can use AI to take all of that information and start to generate things like insights and analysis, predictable outcomes, improving content, and more. Just ask yourself a few questions to get started:
- What kind of data do I have on-hand?
- Is it structured (columns and rows) or unstructured (documents and social media posts)?
- What kinds of stories could NGL AI tell using this data?
- Are there any tasks I can automate using AI technology?
Conclusion: AI Isn't Coming For You... Yet
Currently AI is still very much in its infancy, which means that marketers can breathe a sigh of relief - for now.
However, instead of sticking your head in the sand and hoping the future never comes, we suggest looking critically at the ways that you can start to work AI into your workflow and actually make your job easier.
Sure, your future self may not be writing every single Tweet or generating ever report, but is that really so bad? Just think of all the research, learning, strategizing, and analysis you'll be able to do your newly-freed-up time, and the added value that it will give to your clients.
Got questions about your content marketing? Give us a shout and ask away! We're happy to help.
