The Future of AI in Content Is in Your Hands [Rose-Colored Glasses]

Have you heard lots about ChatGPT recently?

I assumed so.

In case you haven’t (possibly you’ve been too tied up with vacation purchasing or closing the fourth quarter), ChatGPT is a prototype synthetic intelligence chatbot developed by OpenAI that’s gotten lots of media and social media protection. This class of generative AI expertise receives prompts from customers, then generates new textual content or photographs (based mostly on the info set used to coach the mannequin) in response.

That means in case you’re a software program engineer, you’ll be able to ask it to write (or check) your code for you. If you’re a author, you would possibly ask it to jot down a weblog publish on expertise (cheap) or a history of London in the type of Dr. Seuss (Why? Because you’ll be able to). If you’re a pupil, you would possibly use it to write a college application essay. You get the thought.

The outcomes are spectacular – kind of. But I’ll come again to that.

The response to ChatGPT’s launch final week (like different current developments in AI for picture creation and manipulation) has run the total spectrum of the Kubler-Ross phases of grief: denial, anger, bargaining, despair, and acceptance.

Some say ChatGPT will essentially “change everything in marketing, forever.” Others say it has “passed the tipping point,” and we should discover it. One author even referred to it as a “pocket nuclear bomb … and should be withdrawn from our collective grasp immediately.”

Whether you agree or disagree with any specific take, the response has been dizzying.

Most of the conclusions in these items are tempered by the identical phrase: “yet.”

I urge you to give attention to the “yet” in these reactions (together with this one, by the best way). This expertise continues to be in its formative stage. It’s more likely to have profound results on all method of inventive actions – together with advertising and communications. The hassle is, we don’t know what these results will probably be.


#AI will have profound effects on creative activities, including #ContentMarketing. We just don’t know what they’ll be yet, says @Robert_Rose via @CMIContent. Click To Tweet

Some folks possible will use generative AI expertise in a method that harms the inventive course of and creators. But it’s simply as possible that some folks will leverage the expertise to additional the craft of writing – and problem the remainder of us to make use of the device to get higher at it.

There can even be each taste of the messy center.

We are the change, not the expertise

A quote virtually at all times misattributed to famend media theorist Marshall McLuhan says, “We shape our tools, and thereafter our tools shape us.”

This means (and it’s probably the most McLuhan of concepts) we create expertise, however its existence additionally modifications us. It then follows that the which means of any new expertise we invent comes from the way it modifications us.

With synthetic intelligence and content material creation, we’re in the previous stage of that course of. But the latter is coming.

It appears a bit untimely to latch onto the concept synthetic intelligence will disrupt the long run of advertising. What was the final new expertise to do this? Search? For certain. Social media? Probably. Mobile? Maybe.

It additionally appears unproductive to proclaim that future robotic overlords will take over each inventive exercise in our technique. And it’s equally fruitless to assert that generative AI is a few sort of “uber-cheat code,” infringing, copying, or artificially producing content material that can scale back our collective inventive intelligence.

Instead, possibly we are able to simply ask a couple of questions – to ourselves as an alternative of to an AI engine – and see if we are able to’t plot an optimum path.

The fact is ours to inform

Worries about inserting expertise into the very human inventive course of aren’t new. After the invention of the printing press, the Dutch humanist Erasmus is alleged to have complained:

“To what corner of the world do they not fly, these swarm of new books? … [T]he very multitude of them is hurting scholarship because it creates a glut, and even in good things, satiety is most harmful …. [Printers] fill the world with stupid, ignorant, slanderous, scandalous books, and the number of them is such that even the valuable publications lose their value.” 

Erasmus was horrified that expertise would allow any no-talent hack to publish unhealthy content material and that precious content material can be degraded because of this. Sound acquainted?

The rigidity between human creation and expertise continued with the appearance of the phrase processor, digital images, inventive software program modifying suites, music modifying software program, and pc graphics.

Today, pc applications can simulate entire choirs, enabling anybody who can kind in phrases to create choral symphonies virtually immediately.

For years, I’ve been capable of remodel my keyboard into the Phil Collins’ drum kit and create my very own variations of the basic In the Air Tonight solo. If I compose a track with that drum package, fill it with a sampled choir that sings phrases I kind, then produce an album with a canopy portray I made in the type of Ansel Adams, am I an artist or a hack?

I think you’d need to see and listen to it first. But regardless of the reply, the plain follow-up query is, what if a device existed the place I didn’t need to kind it or use the keyboard? What if I may skip all of the typing and enjoying and simply ask? Would it change your reply both method?

Using synthetic intelligence for content material creation will not be modern. It’s inevitable.

Using artificial intelligence for #Content creation isn’t innovative. It’s inevitable, says @Robert_Rose via @CMIContent. Click To Tweet

Technology makes us extra inventive, not much less

Regardless of which inventive expertise you examine, the tension-filled relationship with the human inventive course of has at all times been the identical:

  • The concern arises that folks with no expertise or expertise will all of the sudden be granted unearned talents to create.
  • Which results in the second rigidity:

  • The concern arises that human artisans will probably be changed by “hacks” or machines.
  • Both tensions share one factor: Fear.

    But in each case, fears like this have confirmed unfounded. Yes, many technological improvements have eliminated the necessity for human participation in an element of the inventive course of.

    Digital images eliminated the necessity for processing movie in a darkish room. Digital modifying websites eliminated the necessity for bodily reducing and splicing movie collectively. Digital phrase processing and imaging software program eliminated the necessity for guide typesetting.

    But for every profitable innovation, the brand new expertise both added a functionality, made an present exercise in the inventive course of extra environment friendly, or each.

    So, whereas the concern of being changed is nearly actually legit, it can solely be made actual if creators select the flawed technique to be modified by expertise.

    Put merely, as we speak’s content material creator isn’t any kind of gifted or outfitted to precise concepts. ChatGPT and different generative AI solely change the effectivity of these actions.

    So, what’s the short-term position of AI inside our advertising and content material creation groups? Earlier in this text, I referred to as the preliminary outcomes of ChatGPT (and the photographs created by DALL-E 2 and others) “impressive – sort of.”

    Here’s what I meant:

    If you progress past the lovable constructs like “create country song lyrics in the style of heavy metal” (sure, I did) and have a look at any of the essays or longer posts that ChatGPT routinely creates, you could discover the dearth of a deeper human connection.

    For instance, I prompted ChatGPT to “tell me a funny story about a marketing guy having an existential career crisis about artificial intelligence.” Here’s what it got here up with: 

    There was as soon as a advertising man who had a severe existential disaster because of the emergence of AI. Every day, he would go to work and fear that AI may do his job higher than he ever may. He turned so obsessed together with his concern of being changed that he determined to take drastic measures. One day he entered the workplace dressed up as an AI with a shiny steel face masks, blue LEDs flashing, and wires popping out of his ears. Everyone was so impressed by his transformation that all of them applauded him and gave him a promotion. After that, the advertising man was now not afraid of AI and embraced its potential to assist companies develop and succeed.

    You can see that ChatGPT is sweet (fairly good, truly) at setting up sentences that logically circulate from one to the subsequent. But there’s no uniquely emotional level of view – and even something that resembles constructing a narrative. Simply put, ChatGPT can do plot – it might inform you what occurred. But it’s not nice at telling you in a method that makes you are feeling something.

    AI has no knowledge.

    Wisdom is the very human high quality of having the expertise, data, emotional intelligence, and sound judgment to assist with selections. Unfortunately, AI can’t at present mix these items.

    Therefore, it might’t choose the knowledge of or originate your subsequent differentiated white paper or e-book. It gained’t create probably the most unique thought for a way it is best to method your new podcast. It gained’t write the subsequent visionary enterprise ebook. But it might produce one thing that matches the mannequin of every of these.

    Think of it this manner. If you’re writing the subsequent nice American romance novel, you need to use ChatGPT to get a “meh” description of Charleston, South Carolina, out of your character’s perspective. But the textual content it generates gained’t assist the reader really feel her emotional connection to South Carolina.


    AI will probably be what we enable it to be

    In describing the inevitability of disruptive innovation, enterprise professor and writer Clayton Christensen as soon as shared the anecdote of a professor who dropped a pen and advised his class, “I hate gravity.” After a second, he added, “But do you know what? Gravity doesn’t care.”

    The fact about synthetic intelligence is that it’s right here already. Arguing whether or not it can or gained’t be used is a bit like asking digital photographers to place down their sim playing cards. We already routinely use AI to analysis issues on Google, test our grammar, or seek for the precise hero picture for our weblog. Now it can assist us assemble the written phrase.

    The solely query that continues to be is the best way to harness it as professionals.

    When it involves synthetic intelligence in content material creation, many purveyors of new expertise are doing themselves no favors by positioning the innovation as taking the “drudgery” (or “grunt work”) out of the creation course of or as “magical.”

    This is a important level: Creators don’t view the actions or capabilities which are altering as drudgery, wasteful, or mysterious.

    Digital movie modifying didn’t take the artistry out of reducing and splicing movie collectively. It added an extension for content material creators to do issues they couldn’t do beforehand.

    Digital imaging software program didn’t take away drudgery from opening and mixing paints in a inventive method. It added capability to that course of, giving artists a complete rainbow of coloration palettes to work with.

    AI will open new doorways and lengthen the capabilities of writers and different content material creators, simply because it closes doorways on others. It will remodel the method of written content material creation in enterprise. It will change all of us.

    How it can try this, although, continues to be as much as us.

    It’s your story. Tell it effectively.

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     Cover picture by Joseph Kalinowski/Content Marketing Institute