Content has ruled digital strategies for the past couple decades now and with that reign, we've seen some great content writing, as well as some misfires. But that's all human error unavoidable, right? Well, the recent evolution of AI has given us reason to think again.
With recent developments in the realm of AI and PR, we now have access to tools and strategies that make better content possible. We have AI programs designed to mimic human writing styles and improve the content that brands create. For example, spell check.
But is this really as good as it sounds? What can AI do for your brand? What are the limitations of this technology? And what does the future hold for AI in terms of writing content?
Artificial Intelligence is the "area of computer science that emphasizes the creation of intelligent machines that work and react like humans." At first, this might conjure images of robot take-overs -- but the reality is much simpler and much less scary.
In our daily lives we interact with AI in every step that we take as far as technology is concerned.
Over the past couple years, we've seen incredible leaps in the development of artificial intelligence, especially those that impact the PR industry.
AI is helping PR in many areas. It helps us to automate menial tasks like social media scheduling and simple office tasks. It also helps us sift through mountains of data to determine the best strategies whether it be influences marketing, social media or media outreach.
But this brings us to the latest area of artificial intelligence: content writing.
In the past, writing content has always been tasked to content writers and creators. It was thought that content needed a purely human touch. Yet, analyzing millions of articles across hundreds of industries and with a vast knowledge of spelling and grammar, AI has stepped up to the task. The big question then becomes, what can AI do and what is its limitation?
The Limitations of AI Writing
As with anything, AI-written content is far from perfect. While artificial intelligence can glean tone and theme from a couple sentences it still makes some glaring mistake recently conducted a test to see whether AI technology could be used to create an article that would meet its high publishing standards. Using an AI tool called GPT-2, they fed it the necessary information and the tool produced an article.
But the big question is... Was it ready to go to print?
In the end, they found that while the AI technology could construct grammatically correct senses, it lacked the ability and skill to reason and conceptualize -- both important components in content
Such data-driven AI articles are a boon, they take the pressure off staff writers and help content sites disseminate important information as quickly as possible.
And the possible uses for this technology are endless. Think of the number of industries who create huge data sets daily. Without AI, it would take a lot longer to analyse the data, with the possibility of missing some key points.
The Bottom Line
Especially for high-quality content that needs to maintain impeccable standards, it's unlikely brands will rely solely on AI in the near future. Even when using AI to write articles, brands will need a safeguard to ensure standards and to maintain their brand's voice. It's safe to say that we are a long way from handing all of our content creation needs over to artificial intelligence. However, for data-based content writing where the facts are paramount AI is the goo to.
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