The Pitfalls of Relying on AI-Generated Content
By: Elisa Rochford
A friend recently told me we don’t need writers in business anymore. She’s enthusiastically embraced the conversational AI models that have been popping up everywhere. She says that artificial intelligence can handle all business writing jobs, citing AI’s ability to craft endless versions of content on any and every topic in seconds. My friend declared that the business writer’s job is now irrelevant.
I adore my friend, and I recognize the strengths of AI chat tools, but an all-out embrace of this new technology is premature. Although these tools do amazing things, their generated content often is missing elements that elevate communication to a level that best meets business needs. Here are several pitfalls that can occur when attempting to replace human writers with machines.
Accuracy
There are many examples of pure AI-generated content that have resulted in misinformation. In one instance, an article in Men’s Health was riddled with incorrect details. It did not accurately address important scientific nuances about testosterone levels, and a review of the content found 18 errors, some dangerously incorrect. Simply generating and publishing AI-created content can result in promoting inaccurate information. This information can be confusing, offensive, and even unsafe, and can result in a negative public response and an erosion of brand trust.
Tone
Sometimes, the tone of AI-created content can be completely off-brand, generating sentences that sound pseudo-academic and using words everyday individuals do not use. In other instances, AI content can come across as lacking in emotion and rather toneless and blah. Since tone is so important for setting an overall mood and perception, it must align with a brand’s identity and the context of communication. When it misses the mark, your brand can take a hit, or your message can fall flat.
Word Use
Content created by AI chat tools can use odd and repetitive words not frequently spoken by your target audience. Here, you miss an opportunity to make an important and powerful audience connection. The choice of words can significantly impact how a message is received, and a business writer’s goal is clarity and precision in communication. Words are carefully selected to accurately convey the desired message and avoid any potential misinterpretation.
Emotion
AI-generated content falls short of emotion. Stories can feel hollow and fail to truly tap into the feelings that are a driving force in human nature. Predictive models and algorithms do not yet know how to create the depth and dimension needed for a deeper connection with the audience, and it’s this connection that helps convey your message most effectively.
Ideation
Conversational AI tools rely on content and ideas that already exist. How do we generate new ideas, if we rely on an algorithm that regurgitates ideas already out there? What happens to our creativity? Human creativity is unique, unlimited, and delightfully unpredictable. It’s a necessary ingredient in the recipe for communication success. In the ever-evolving business landscape, business writers need to stay fresh and innovative to solve problems or address issues that may not have existed in the past.
Artificial intelligence offers some exciting possibilities, especially in the area of analysis and feedback. It can promote human creativity by pulling together data samples quickly and presenting them in ways that can empower writers at companies like Etched. It is a tool that can be leveraged, but not an end-all solution for businesses that want content designed to speak to their audiences effectively. To craft effective messaging, you must understand the subtleties of a situation, issue, and the intended audience, and that’s where humans surpass machines.
