Generative AI is taking the world by storm. In only a few short months, generative AI has gained millions of users and become the subject of countless articles, news stories, guides, and more.
All the buzz is warranted; Generative AI is a tool that brings great promise, especially for marketers who can use it to dramatically speed up content production.
Organizations are already using generative AI for content creation. According to Statista, the global market revenue of AI in marketing is expected to grow from $27.4 billion in 2023 to $107.4 billion in 2028. This rapid growth makes sense as organizations seek to efficiently generate large volumes of engaging content with limited resources.
At Visible Impact, we are embracing generative AI as a tool due to its clear value in assisting content creators with overcoming writer’s block, quickly developing outlines, and summarizing large quantities of inputs – all of which can accelerate time to first draft. That acceleration allows content creators to spend more time, expertise, and creative brain power for what really counts: telling your story – imbued with unique perspectives and experience, supporting facts and claims, brand voice and personality, and human authenticity – so that it matters to your buyers and sellers.
At the same time, we understand the challenges of using generative AI, particularly when it comes to delivering content that is excellent, original, and factual:
- Generative AI currently has difficulty understanding context and nuance, which can lead to errors in generated content.
- Generative AI relies on existing data, which means its output is only as good as the data it consumes, so poor quality, factually inaccurate, or outdated data can produce inaccurate results.
- Generative AI does not (yet) provide enough human control over the tone or messaging of content, which means human reading and editing is required.
- It may be difficult to protect, or even claim, intellectual property or copyrights for content produced with generative AI.
- Depending upon the generative AI tool used to create content, users risk sharing proprietary or confidential information with the entire world.
- Because content developed with generative AI is built upon existing data, it easily picks up inherent biases, which may lead to inaccurate, offensive, or inappropriate usage.
Many of us content creators have embarked on a great journey to adopting and excelling with generative AI. And while we are learning, generative AI will continue to improve and expand its capabilities. Our promise at Visible Impact is to Find Your Story and Make It Matter – and generative AI will only help us continue to do that with the highest quality, your brand, your unique and differentiating content, and with the utmost regard to confidentiality and ownership.
If you’re curious about generative AI, let’s talk.
