What are the advantages of human-generated content vs. bot-generated content? AI Update
2019 has seen deep questioning and growing anxieties about the threats posed by AI. This climate could have profound implications for the future of SEO writing.
Last February, the creators of an AI-based text generator called GPT2 created controversy by materializing fears that content generated by Artificial Intelligence would become indistinguishable from texts created by humans. If we add to this the widespread fears of “fake news” and click farms, we are not far from a real disaster movie about the dangers of Artificial Intelligence. But don’t these fears have the wrong object? Will the world of content writing be fully automated within five years as these prophets of an apocalyptic future predict?
At great content, we don’t believe that machine-generated content will outperform the human mind, at least not completely and not as quickly. Here’s why.
Why AI won’t replace humans in content creation.
1. Emotions play an increasing role in consumer marketing
The irony of the rise of SEO content is that marketers now need to speak directly to human emotions more than ever. Social networks and search engines are not robots in themselves (even if they are orchestrated by algorithms).
They recommend content that they trust and highlight companies in line with their tastes.
So, you could say that humans have empathy and cultural instincts that allow them to persuade and convince, while a simple “bot” will always seem (at least for now) mechanical and inconsistent.
You can easily see this in sectors like fashion content marketing, where buyers feel much more confident with brands that consider them as full human beings and not as a flock of sheep or wallets on legs.
2. Brands don’t build reputations on keywords or digital data alone
One of the great advantages of using a bot is its ability to give birth to large amounts of roughly coherent text, with the right density of keywords, and to put them online by immediately filling the appropriate fields of search engines.
But this is not the only objective of SEO content, quite the contrary. Any company that has succumbed to the siren song of writing low-quality content can attest to this: focusing on keywords and some basic information is far from enough.
The content put online has other purposes. What is important is that every text written by a human contributes to the identity of the brand. The humor, style or cultural references contained in a message can greatly influence conversations on social networks and public opinion.
That’s why even the simplest of product descriptions will be much better if it is written by a real human. Companies need to realize this if they want to maintain the consistency and quality of their brand.
3. Humans belong to communities, AI does not
Even if a robot can produce logical and relatively readable content to capture the attention of the site visitor, it will always have a fundamental flaw: it will never fit into a larger group of conversations, exchanges, views and requests that can only arise on successful websites and sales channels.
The best content from a writer’s pen sparks conversations among Internet users. It follows on from other articles and discussions, and in doing so, delivers useful, fresh information that site visitors can use.
AI may be able to be used as a real writing machine, but it’s hard to imagine content creation software being able to link conversations together and create buzz the way humans do.
Expect serious developments in the field of Artificial Intelligence, but certainly not its domination
What about AI-generated content? Are we about to give up on content writers and replace them with an army of robots? Not likely. Machines are already capable of crafting certain types of articles, such as content about the economy or sports scores. And they will continue to be used in the future to create everything from product descriptions to landing pages.
But that doesn’t mean companies will be able to skip the insights, humor, creativity and empathy that only humans can provide.
A middle ground is certainly more likely, as bots and editors are assigned to different tasks. Now and for a long time to come, Great content will strive to demonstrate the value of content generated by the human mind.
So, if you need descriptions or articles that are unmistakably written by good human writers and not by robots, contact us and we will shape the content you need.
Would you like to get more information about Artificial Intelligence generated content? Contact us today.