Artificial intelligence opens up a universe of opportunities. As new AI tools emerge every day, so do new ways to use AI in your business and everyday life. You can use AI to do almost anything.
But that doesn’t mean AI will replace content marketers, SEOs or writers — or, at least, won’t replace them Yet.
Artificial intelligence has many possibilities. But it also has limitations. Before using AI for content marketing, it’s helpful to understand the limitations of AI.
It is not sensitive
Artificial intelligence does not have a brain like you or me. He cannot think or feel.
AI knowledge is based solely on logic. Instead, our knowledge is based on a mixture of logic and emotion. Our experiences and emotions shape the way we see things. But AI doesn’t have that ability.
AI can fake human emotion, but it’s just an illusion. AI emotion is curated. AI can only perceive things based on the information it is fed.
You can’t rely on it to be accurate
Sure, AI is powerful. But it’s not always accurate. Just like humans, AI sometimes gets things wrong.
When using ChatGPT, you will see a disclaimer stating: “ChatGPT may produce inaccurate information about persons, places or events.” While AI tools do their best to provide accurate information, they still need a human touch.
If you use AI, check the information it gives you. This is especially important when writing YMYL (Your Money or Your Life) content that has real-world implications for readers. In these cases, a human touch is vital to ensure that EEAT (Experience, Expertise, Authority and Credibility) runs through your content. AI cannot replicate this, running the risk of your content being inaccurate and of low quality.
The output is limited by the input
Getting the best possible results from AI depends on providing the best possible information.
It’s like asking someone to design a logo for you without giving them the exact details of what you want the logo to look like. They might get it right. But they’re more likely to get it wrong – and you’ll end up in a ping pong match repeating the plan.
You have to tell the AI exactly what you want. Otherwise, you’ll risk a guess (and probably be wrong). Be specific in your request — like Really specific. Want AI to give you ten content ideas for a blog post about programmatic SEO? Say it! Want to make sure these results are relevant to the SaaS industry? Say it! The more specific the AI prompt you create, the better the output will be.
The answers may feel canned
You can get AI to write your landing pages, blog articles and ad copy. But you might not want to.
Remember how I said the AI isn’t sentient? And that the output is limited by the input? Well, both of these factors also contribute to the feel of the answers somewhat meh.
AI responses can feel canned. They lack the originality and personality you get from a human writer who knows your brand inside and out.
With that said, you can train some AI tools like ChatGPT to produce content that reflects your brand’s voice, personality and tone. You can do this by sharing examples of your writing style, providing information about your company, and giving them your tone of voice. But I will share more about this later in the article.
Another feature that limits the creativity of AI output is that it doesn’t automatically take into account the stage of the user’s journey, their current motivations or desires, or the exact words that lead to action for them. AI doesn’t know the deeper origins of your brand or your future goals — unless you train it on them.
All of this adds up to creating generic content that anyone could write. Use AI enough times and you’ll notice familiar patterns in the responses. The sounds such as AI.
